大學生運動彩劵購買動機與購買意願關係之探討

運動彩券的發行活絡了我國體育運動產業，不僅帶來經濟發展，同時也可籌措國家體育運動發展經費。本研究主要探究屏東地區大學生其不同人口背景變項對運動彩券購動機、購買意願之差異情形，以及購買動機與購買意願相關之研究，研究採用立意抽樣調查法，針對屏東地區大學生進行問卷調查，共計發放500份問卷，回收有效問卷302份，回收率60.4%，以SPSS 22.0進行描述性統計、獨立樣本t檢定、單因子變異數分析及Pearson相關分析。結果顯示：不同的性別對購買動機有顯著差異；一年內購買彩券的次數對購買意願有顯著差異；運動彩券購買動機對購買意願之間有顯著正相關。建議提高女性購買運動彩券動機之行銷策略；利用新銷售策略以提高大學生一年內購買運動彩券的次數；針對不同消費族群擬定可提高購動機銷售策略，應有助於提高購買運動彩券意願；對建議後續研究者，可以針對其他影響購買運動彩券之各種影響因子擴大研究。

關鍵字

運動彩劵；購買動機；購買行為；彩券

並列摘要

The issuance of sports lottery has facilitated the sports and recreational industry of Taiwan, and brought economic development. Through sports lottery, different kinds of expenditure of sport activities can be funded, thus bringing benefits to the welfare of society. The paper mainly explores how the variables of different population backgrounds create difference in the relationship between Pingtung college students’ purchase motivation and purchase intention of sports lottery, and also explores the relationship between Pingtung college students’ purchase motivation and purchase intention of sports lottery. Employing questionnaire survey method, and focusing on the college students of Pingtung District, the paper conducted a survey by distributing 500 questionnaires to these college students. There were 302 questionnaires returned, with a return rate of 61%. The paper employs SPSS 22.0 to carry out descriptive statistics, t-test of independent samples, one-way ANOVA and Pearson’s correlation analysis. The research results of the paper show evident gender difference in in purchase motivation. The number of times of lottery purchase in one year has made significant difference in purchase intention. The purchase motivation of sports lottery also has significantly high positive correlation with purchase intention. According to these research results, the paper gives concrete suggestions for increase of females’ purchase motivation and purchase intention of sports lottery. Increase of purchase motivation of sports lottery can also at the same time increase purchase intention of sports lottery. To the subsequent researchers, the paper suggests that they can expand the research and exploration, and focus on the variables of purchase of sports lottery.