消费者购买竞猜型体彩偏好路径的实证分析  

Empirical Analysis on Influencing Paths of Consumers Purchasing Guessing Sports Lottery

作　　者：李凌[1] 张瑞林[1] 王俊人 孔坤伦 

机构地区：[1]吉林体育学院,长春130022 [2]台湾体育大学,桃园32333

出　　处：《体育与科学》2016年第2期89-99,共11页Sports & Science

基　　金：吉林省社会科学重点课题<吉林省体育产业战略研究>;项目号:2015A3;吉林体育学院创新基金重点课题;项目号:YC2015001

摘　　要：本文采用方法目的链研究工具,建立知觉价值图,通过结构方程模型验证中国竞猜型体育彩票销售量的影响路径。中国体育彩票销售量稳步提高,但竞猜型体育票销量同国际相比较低,本研究通过量化的研究方法探讨购买竞猜型体育彩票的影响因素,以方法目的链模型为理论基础,同质性研究进行比较,从而提出新的策略。结果显示:竞猜型体彩消费者所重视的产品关键可构建出3个结构方程模型,一是赛前分析—支持球队—成就感等,二是赔率—正确下注—刺激等,三是体育种类—社交—成就感。通过量化模型发现最为关键的因素是赔率到正确下注再到刺激等。Taking means-end chain as the researching tool,the paper creates perceived value diagram and validates the influencing paths of Chinese guessing sports lottery through structural equation model.The sales of Chinese sports lottery have increased steadily.However,compared with international standard,the sales of guessing sports lottery are low.The research aims to investigate the affecting factors on the purchase of guessing sports lottery by using quantitative method.The research is based on means-end chain mode and compares it with qualitative research,thereby new strategies are presented.The results indicate that what the guessing sports lottery consumers care constructs 3structural equation models.They are pre-competition analysis—support the team—sense of achievement,etc,the odds—correct bet—simulation,etc,sports types—social contact—sense of achievement.Quantitative model shows that the key factor is the odds—correct bet—simulation mode.

关 键 词：竞猜型体育彩票 彩票营销 路径分析 

分 类 号：G80-052[文化科学—运动人体科学]