彩票业的心理基础及其可持续发展之策  

An Analysis of the Psychological Basis of Lottery Industry and the Strategy of Its Sustainable Development

作　　者：辛自强 王一鑫 XIN Ziqiang;WANG Yixin

机构地区：[1]中国人民大学心理学系,北京100872 [2]中央财经大学社会与心理学院心理学系,北京100081

出　　处：《北京行政学院学报》2023年第3期121-128,共8页Journal of Beijing administration institute

基　　金：中国人民大学科学研究基金(中央高校基本科研业务费专项资金资助)项目“市场实践与表征对公众财经价值观的影响:行为与脑电研究”(22XNKJ01)。

摘　　要：彩票业作为国家经济体系的一个独特组成部分,带动了公益事业的发展,满足了大众的娱乐需求,但其博彩属性也容易诱发一些彩民在购彩行为中出现问题,即问题购彩行为。购彩行为尤其是问题购彩行为的存在以人的成瘾性心理机制(如逐利动机和认知偏差)为基础,若对这些心理机制过度使用则会反噬彩票业的公益性。因此,彩票业应该着力提升全链条的公益属性,从彩票收益中划拨专项资金用于提升彩民财经素养,矫正其问题购彩行为,确保彩票业和彩民心理双方的可持续发展。As a unique part of the national economic system,lottery industry drives the development of programs for public good and meets the demand for public entertainment,but its gambling attribute is also easy to trigger some lottery buyers to engage in problem buying lottery behavior.The existence of lottery buying behavior,especially problem lottery buying behavior,is based on psychological mechanisms for people’s addiction(such as profit-seeking motivation and cognitive bias),but if overused,these psychological mechanisms will undermine the public welfare of lottery industry.Therefore,lottery industry should focus on enhancing the public welfare attribute of the entire chain,on allocating special funds from lottery proceeds to improve the financial literacy of lottery buyers,and on correcting their problem buying behavior,in order to ensure the sustainable development of both lottery industry and the psychology of lottery buyers.

关 键 词：福利彩票 体育彩票 问题购彩行为 心理基础 认知偏差 

分 类 号：F719.5[经济管理—产业经济]