運動彩券購買與運動觀賞

Sports Lottery Consumption and Sports Spectatorship

高立學(Li-Shiue Gau)

《休閒運動期刊》 8期 (2009/07) Pp. 29-36

https://doi.org/10.29909/IWCMAT.200907.0003

摘要

This study attempts to investigate the relationships between consumer behavior in Taiwan Sports Lottery and spectator sports. It was hypothesized that people who were more frequently or likely to purchase the lottery were more likely to watch sports or to be motivated to watch sports. Another hypothesis was that a higher percentage of people who bought the lottery or had high intention to buy were primarily motivated by the economic and epistemic motives to watch sports than that of people who did not buy the lottery or had low intention to buy. A questionnaire was used, which included measures of the purchasing frequency and intention of the lottery, measures of spectator sports consumption behavior and the motives for spectator sports, highlighting the ONE motive that has the strongest influence of watching a game, and demographics. Two hundred and sixty-eight participants were recruited. Among the participants, 121 (45%) had the experiences purchasing the lottery. The re1iabi1ities of various sca1es were between 0.70 and 0.92. The resu1ts of relationship ana1yses showed that the purchasing intention of the lottery was positively corre1ated with spectator sports consumption behavior and motivations for spectator sports. The results of comparison analyses showed that people who bought the lottery were more likely to be motivated to watch sports than people who did not buy the lottery. The first hypothesis is supported. As for the major motive for watching sports, it was significant that a higher percentage of peop1e who bought the lottery were primari1y motivated by the economic motive than that of people who did not buy the lottery (chi-square = 22.14, P ＜ .001). However, it was not significant for the epistemic motive. In addition, participants were divided into two groups by using cluster analysis (K means): the group with the high purchasing intention of the lottery (n= 180) and the group with the tow purchasing intention (n=87). It was not significant for the major motives between the two groups. The hypothesis two was partly supported.

關鍵字

簽注 ； 購買意願 ； 觀賞運動動機 ； 經濟動機 ； 知識動機

並列摘要

This study attempts to investigate the relationships between consumer behavior in Taiwan Sports Lottery and spectator sports. It was hypothesized that people who were more frequently or likely to purchase the lottery were more likely to watch sports or to be motivated to watch sports. Another hypothesis was that a higher percentage of people who bought the lottery or had high intention to buy were primarily motivated by the economic and epistemic motives to watch sports than that of people who did not buy the lottery or had low intention to buy. A questionnaire was used, which included measures of the purchasing frequency and intention of the lottery, measures of spectator sports consumption behavior and the motives for spectator sports, highlighting the ONE motive that has the strongest influence of watching a game, and demographics. Two hundred and sixty-eight participants were recruited. Among the participants, 121 (45%) had the experiences purchasing the lottery. The re1iabi1ities of various sca1es were between 0.70 and 0.92. The resu1ts of relationship ana1yses showed that the purchasing intention of the lottery was positively corre1ated with spectator sports consumption behavior and motivations for spectator sports. The results of comparison analyses showed that people who bought the lottery were more likely to be motivated to watch sports than people who did not buy the lottery. The first hypothesis is supported. As for the major motive for watching sports, it was significant that a higher percentage of peop1e who bought the lottery were primari1y motivated by the economic motive than that of people who did not buy the lottery (chi-square = 22.14, P ＜ .001). However, it was not significant for the epistemic motive. In addition, participants were divided into two groups by using cluster analysis (K means): the group with the high purchasing intention of the lottery (n= 180) and the group with the tow purchasing intention (n=87). It was not significant for the major motives between the two groups. The hypothesis two was partly supported.

並列關鍵字

Purchasing bebavior ； Purchasing intention ； Motivation of sport spectator ； Economic motive ； Epistemic motive