体彩公益金宣传感知价值对彩民购彩意愿影响的研究  

Influence of Perceived Value of Sports Lottery Public Welfare Fund Promotion on Willingness of Sports Lottery Bettors

作　　者：刘钧昱 张叶涵[1] 吴殷[1] 李海[1] LIU Junyu;ZHANG Yehan;WU Yin;LI Hai(School of Economics and Management,Shanghai University of Sport,Shanghai 200438,China)

机构地区：[1]上海体育学院经济管理学院,上海200438

出　　处：《山东体育学院学报》2022年第6期100-109,118,共11页Journal of Shandong Sport University

基　　金：国家社会科学基金一般项目(编号:19BTY012)。

摘　　要：从彩民感知视角出发,在概念界定与质性研究的基础上,理论建构与实证分析体育彩票公益金宣传感知价值的中介模型,旨在探究上海市体彩彩民公益金宣传的感知价值情况、责任彩票认知水平及二者对购彩意愿的影响。研究采取定性访谈设计研究量表,并利用Spss26.0及Amos 26.0对搜集数据进行分析处理并验证研究假设。结果表明:上海市体彩彩民对体彩公益金宣传的感知价值主要分为功能价值感知和社会价值感知,且功能价值感知程度高于社会价值感知,责任彩票认知程度处于二者中间;彩民购彩意愿会受到公益金宣传功能价值感知和责任彩票认知的正向影响,公益金宣传的社会价值感知对购彩意愿无显著影响;在中介效应检验中发现,彩民的责任彩票认知在公益金宣传功能价值感知与购彩意愿中发挥部分中介作用;在公益金宣传社会价值感知与购彩意愿中发挥完全中介作用。因此,为优化我国体彩公益金宣传工作,提升购彩意愿,应当重视体彩公益金基本功能的普及,同时进一步深化责任彩票工作,以体彩所资助的大型社会民生工程为切入点,拓展公益金宣传情景,激发彩民情感价值,推动宣传渠道纵深发展。Based on the concept definition and qualitative research,this paper constructs and empirically analyzes the intermediary model of the perception of public welfare fund publicity,with the purpose to explore the perceived value of public welfare fund for sports lottery bettors in Shanghai,the cognitive level of responsible lottery and the influence on lottery purchase intention.The research adopts qualitative interview design research scale,and uses Spss26.0 and Amos26.0 to analyze data and verify the research hypothesis.The research shows that the conception of public welfare fund’s publicity may be divided into two dimensions:the function value perception and the social value perception,and the perception of functional value is higher than the perception of social value,the perception of responsibility lottery is in the middle;The function value perception and cognition of responsibility lottery has a positive effect on purchasing intention;In the mediation effect test,we find that the cognition of responsibility lottery shows partial mediation effect between the function value perception and purchasing intention,complete mediation effect between the social value perception and purchasing intention.Therefore,in order to optimize the publicity work and increase the willingness,we should pay attention to the popularization of the basic functions of the sports lottery public welfare fund and deepen the responsible lottery work,taking the people's livelihood projects funded by the sports lottery as the entry point,expanding the public welfare fund publicity scene,stimulating the emotional value of lottery players and promoting the in-depth development of publicity channels.

关 键 词：体育彩票 公益金宣传 感知价值 责任彩票 购彩意愿 

分 类 号：G80-051[文化科学—运动人体科学] G804.8[文化科学—体育学]