運動彩券投注者資訊需求與消費行為之研究

The Information Demands and Consumer Behaviors of Sports Lottery Bettors

謝宗霖(Tsung-Ling Hsieh)

《運動休閒管理學報》 10卷2期 (2013/06) Pp. 112-134

https://doi.org/10.6214/JSRM.201306_10(2).0007

摘要

本研究主要目的在探討運動彩券投注者之人口統計變項在資訊需求與消費行為上是否有差異存在，並進一步分析資訊需求對消費行為是否有顯著預測力。本研究以18歲以上並且購買過運動彩劵之投注者為研究對象，以便利抽樣方式進行調查，共獲得有效問卷有387份。統計方法係以敘述性統計、t考驗、單因子多變量分析、相關分析及逐步迴歸分析進行研究考驗，研究分析發現：一、投注者在男性、已婚、大專院校教育程度、年齡在26－40歲、從事商業及個人月收入30,000～45,000元為主要消費族群。二、投注者會選擇其信任的資訊來源取得資訊，並對投注運動賽事作最佳決策。三、隨著教育知識水準的提升與網際網路的發達，投注者對運動彩券的接受度提高，增加購買運動彩劵的意願。四、投注者在收看運動彩券運動節目時間愈多時，對投注方式之玩法就愈了解，會考量可運用資金去投注。五、投注者在收看運動彩券運動節目愈多時，對運動彩券投注意願愈高。本研究藉由運動彩劵投注者的資訊需求與消費行為感受情形，作出更符合投注消費行為決策，營造投注者踴躍購買運動彩劵。冀希本研究能夠提供政府與運動彩券發行單位業者經營管理者之參考依據。

關鍵字

運動彩券 ； 運動資訊 ； 資訊需求 ； 消費行為 ； 再購意願

並列摘要

The main purpose of the study examined the effects that the demographic variables of sports lottery bettors have on their information demands and consumer behaviors, further analyzing the impact that information demands had on consumer behavior regarding lottery predictions. Bettors aged 18 years and above who had sports lottery purchasing experience were selected as the research participants, and by employing convenience sampling for analysis, a total of 387 effective questionnaires were collected. The empirical analysis methods used in this study included descriptive statistics, a dependent samples t-test, one-way multivariate analysis of variance, correlation analysis, and stepwise regression analysis. The findings obtained were as follows: 1. Sports lottery consumers primarily comprised married men aged between 26 and 40 years, who possessed a college degree, were employed in the business sector, and earned a personal income of 30,000 to 45,000; 2. Bettors select channels for obtaining sports information based on credibility factors to make optimal betting decisions regarding sports events; 3. Improved levels of education and knowledge and the rapid development of the Internet has increased people’s acceptance and purchase intentions of sports lottery betting; 4. As bettors invest time viewing sports lottery television programs, they develop a more in-depth understanding of betting methods, and are thus likely to consider investing additional capital in the sports lottery; and 5. The more time bettors invest in sports lottery television shows, the higher their sports lottery purchase intentions become. Based on the perceived information demands and consumer behaviors of sports lottery bettors, this study highlights consumer behaviors to facilitate more precise betting decisions and promote sports lottery purchases. The results of this study can provide a reference for the government and the operators and managers of sports lottery corporations.

並列關鍵字

sports lottery ； sports information ； information demand ； consumer behavior ； repurchase intentions

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