宁波市体育彩民群体结构、购彩心理与行为研究  

Research on the Ningbo Sports Lottery Purchasing Behavior

作　　者：龚强 陆亨伯[1] 廉涛 GONG Qiang;LU Heng-bo;LIAN Tao(Faculty of Sports Science,Ningbo University,Ningbo 315211,China)

机构地区：[1]宁波大学体育学院,浙江宁波315211

出　　处：《浙江体育科学》2024年第3期28-35,共8页Zhejiang Sport Science

基　　金：2021年度国家社会科学基金项目:新时代我国区域体育产业高质量一体化发展研究(21CTY004)。

摘　　要：体育彩民是体育彩票事业发展的基石。为推进宁波市体育彩票高质量发展和浙江省共同富裕示范区的建设,运用文献资料、问卷调查等方法,调查分析了新发展阶段宁波体育彩民的客群结构、购彩心理及其行为等特征,识别出存在的问题,并提出客群结构优化、购彩行为引导和问题彩民干预三大高质量发展策略。Sports lottery players are the cornerstone of the development of the sports lottery.In order to promote the high-quality development of the Ningbo Sports Lottery and the construction of the Zhejiang Province Common Prosperity Demonstration Zone,the use of literature,questionnaire survey and other methods,investigation and analysis of the new development stage of the Ningbo Sports Lottery customer structure,lottery psychology and behavior and other characteristics,identified the existing problems and put forward customer group structure optimization,lottery behavior guidance and problem lottery player intervention three high-quality development strategies.

关 键 词：体育彩票 体育彩民 购彩心理 购彩行为 

分 类 号：G80-05[文化科学—运动人体科学]