運動彩券行銷組合活動與類型之研究

The Research of Marketing Mix and Type in Sports Lottery

李來福(Li-Fu Lee) ； 林佳慶(Chia-Ching Lin) ； 吳玲嬛(Ling-Hsuan Wu) ； 黃信錚(Hisn-Chen Huang)

《高應科大體育》 8期 (2009/11) Pp. 50-63

https://doi.org/10.29889/KUASPE.200911.0006

摘要

本研究以高高屏（高雄市、高雄縣、屏東縣）地區的公私立大學學生為本研究的調查對象。探討運動彩券行銷組合活動之關係。施測時以運動彩券行銷組合與類型調查問卷為研究之工具，並採用集群抽樣，在問卷回收後，以543份有效樣本。資料處理以SPSS 12.0 for Windows進行統計分析，資料分析方法為獨立樣本t檢定與單因子變異數分析。本研究主要目的作為政府或業者在發行時參考依據，使運動彩券得以永續發行。研究結果發現1.不同性別、年齡在運動彩券類型達顯著差異2.不同性別、學制在銷售通路之服務品質與人員達顯著差異3.不同性別、學制、年齡在銷售產品之發行益處達顯著差異4.不同性別在促銷活動之體育活動型促銷達顯著差異5.不同性別、年齡、學制在促銷活動之折價型促銷達顯著差異

關鍵字

運動彩券 ； 彩券類型 ； 行銷組合

並列摘要

This research was to make a survey on the college students both from public and private universities in Kaohsiung city, Kaohsiung county and Ping-tung county Area to discuss the identity degree of the sports lottery marketing and activities, test tool was sport marketing mix and type questionnaire. while, the survey was to take 543 effective questionnaires by using two-stage cluster analysis, The data processing carries on statistic the analysis with the SPSS 12.o for Windows, the data analyze the method to analyzed in independence sample t-test and One-Way ANOVA. The purposes of this study as the Government or the industry in offering reference to sports lottery sustainable publication. The followings are the results the research 1. difference gender and age the various type of sport lottery had significance different 2. difference gender and educational system the place attributes of service quality and staff factor had significance different 3. difference gander, educational system and age the marketing product of benefit to issue had significance different 4. difference gander the promotion activity of sport activity had significance different 5. difference gender, age and educational system the promotional activity of discount factor had significance different.

並列關鍵字

sport lottery ； types of lottery ； marketing mix