即开型体育彩票购买意愿影响因素实证研究  

An Empirical Study on the Factors Influencing the Purchase Intention of Instant Sports Lottery

作　　者：刘嘉俊 何斌 伍佳豪 张泽波 张小林[1] Liu Jiajun;He Bin;Wu Jiahao;Zhang Zebo;Zhang Xiaolin(College of Physical Education and Health,Guangxi Normal University,Guilin 541006,China;不详)

机构地区：[1]广西师范大学体育与健康学院,广西桂林541006 [2]湖北民族大学体育学院,湖北恩施445000 [3]沈阳体育学院运动健康学院,辽宁沈阳110115

出　　处：《体育科技文献通报》2024年第9期140-143,共4页Bulletin of Sport Science & Technology

基　　金：广西研究生教育创新计划项目(项目编号:YCSW2024205);广西研究生教育创新计划项目(项目编号:YCSW2023155)。

摘　　要：本文采用实证研究法,分析即开型体育彩票购买意愿的影响因素,并提出相关对策建议,旨在为打造积极购彩场景和促进消费者做出购买决策提供理论指引。结果表明:正面网络报道、体育参与、社交因素、物理环境、优惠活动对即开型体育彩票购买意愿产生正向影响。建议:强化体彩品牌宣传,打造理性购彩环境;借助体育活动,营造购彩氛围;优化售彩环境,提升购彩体验;挖掘社交娱乐属性,开展多样化营销。This study employs an empirical research method to analyze the factors influencing consumers'purchase intentions for instant sports lottery and provides relevant strategic recommendations.The goal is to offer theoretical guidance for creating positive lottery purchase environments and facilitating consumer decision-making.The results indicate that positive online media coverage,sports participation,social influences,physical environment,and promotional campaigns have a positive impact on the purchase intention of instant sports lottery.Our recommendations include strengthening sports lottery brand promotion to foster a rational purchasing environment,leveraging sports activities to create a favorable lottery atmosphere,optimizing the ticket sales environment to enhance the purchasing experience,and tapping into the social and entertainment aspects to implement diversified marketing strategies.

关 键 词：体育消费 即开型体育彩票 消费者购买意愿 

分 类 号：G812[文化科学—体育学]