- 期刊
創新傳佈理論之創新認知屬性研究－以台灣運動彩券為例
A Study of Cognition Attributes of Innovation in Diffusion of Innovation-A Case Study of Taiwan Sports Lottery
摘要
本研究主要目的在探討運動彩券在台灣為一個新事物，藉由創新傳佈理論的創新認知屬性之五項特質探討運動彩券其相容程度。採用的研究方法是文獻分析與內容分析法。研究結果顯示，台灣運動彩券由於為政府授權於民間經營發行的運動彩券，消費者投注時更是不必去擔心其是否符合合法性，也因為其不單單擁有眾多的實體銷售據點並且也可以利用虛擬投注，使消費者更能夠便利的進行投注，其最大的相對優勢為具有合法性以及銷售便利性極高的優勢；然而又因為台灣運動彩券乃是根據公益彩券發行條例及其所屬公益彩券管理辦法發行之，所以消費者可不必再花費大量的時間重頭去適應其內的法令規章，只需了解其遊戲玩法，就可輕鬆開始進行投注，其相容性亦是極高；而運動彩券具有相當複雜的玩法，較不容易使人們了解，其玩法複雜性極高；而台灣運動彩券是可以經過消費者進行試驗的，其是經由政府單位審核通過後，唯一核准設立的合法運動彩券經銷商，所以有著法令規範可以保障投注者的權益；而台灣運動彩券也是具備可觀察性的，其廣告、推廣及公關活動可讓人們觀察到，並且可以明確的去了解其內容所述。
並列摘要
The main purpose of this study was to explore the sports lottery in Taiwan, as a new thing, by the theory of Cognition Attributes of Innovation in Diffusion of Innovation of the five characteristics of testing the compatibility level of sports lottery. Approach to the study is to document analysis, to conduct qualitative research content analysis. The results show that Taiwan sports lottery authorized by the government due to release in the privately-run sports lottery tickets, betting consumers do not have to worry about when it is the legitimacy of their betting, it not only have a large number of entities sales operations, but also can use the virtual betting that consumers are more able to facilitate the conduct of betting, its greatest comparative advantage, and marketing facilities as having the legitimacy of the advantages of extremely high; but also because the Taiwan Sports Lottery Naishi issued regulations under the national lottery management practices and their issued, so the consumers no longer have to spend a lot of time taken to re-adapt to its head within the laws and regulations, as long as the understanding of their gameplay, you can easily start to bet, their compatibility is very high ;while Sports lottery has a very complicated legal regulations, not just by the movement of special public welfare lottery management practices regulated by the provisions of the issuer Taipei Fubon Commercial Bank Co., Ltd. is also specifically in order to be set at the Taiwan Sports Lottery special lottery sports betting methods, thus which indicates the high degree of complexity of the Act; and Taiwan Sports Lottery is through consumer testing, and it is the adoption by the government units audited, the only approved the establishment of a legitimate sports lottery distributors, it has a statutory requirement to protect the punters rights; also have the sports lottery in Taiwan can be observed in nature, its advertising, promotion and public relations activities can allow people to observe, and can be clearly described to understand its contents.