消費者對各種彩券喜好程度之分析

本研究採用問卷設計的方式，透過訪查了解民眾對公益彩券的意見，試圖探究市場消費者對各種彩券之喜好程度為何，以深入探討台灣彩券市場消費者結構的問題。本研究首先從市場消費者對彩券產品的認知上，比較消費者對各項電腦彩券的遊戲玩法熟悉度，以了解消費者對各種電腦彩券的認知程度。接著，從消費者對彩券產品喜好程度上，比較消費者對各項電腦彩券的偏好度。接著，本研究分析民眾對公益彩券購買動機為何，從以了解民眾為何而買，並分析影響民眾購買公益彩券的原因為何，以此了解民眾受到甚麼因素的影響可能更投入彩券市場，以及探討民眾購買公益彩券之選號方式。最後，本研究將完整受訪者依照居住地區、性別、年齡以及所得進行分類，比較不同層級間的消費者結構為何，從各群組間的消費者對各種彩券的意見進行一項完整的消費者分析。

Keywords

公益彩券；消費者行為

Parallel abstracts

In this study we used questionnaire designed to understand the people’s opinions on the Lottery, Attempt to explore the various lottery preferences on market consumers,and to explore the structure of Taiwan's lottery market consumers. First we compare the consumer familiarity of the lottery gameplay to understand the awareness level from the computer lottery. After, we compare the consumer preferences of the lottery gameplay to understand the preferences level from the computer lottery. Then, we analysis the purchase of lottery motives, to understand the lottery market people why do they buy lottery products, and we analysis what kind factors will influence people to buy more lottery products, last we explore that people how to pick lottery number. Finally, the study will complete to classify the people’s area of residence, gender, age and income, to compare different levels consumer structure of the various lottery from each group consumer views.