投注者對電競彩券的知覺風險及產品涉入對購買意願影響之研究-以產品認知為中介變項

A study on bettors' perceived risk and the influence of product involvement regarding e-sports lottery tickets on purchase intention - Using product perception as a mediating variable

顏紘騰(Hung-Teng Yen)

指導教授 ： 劉鴻陞

義守大學/管理學院/管理碩博士班/碩士(2022年)

摘要

電競彩券近年來於台灣合法投注，而投注者是否能被電競彩券所吸引購買，可以從其購買意願中反映出來。為了探討這現象，本研究以高雄「台灣運彩」進行投注的投注者為研究對象，透過迴歸的分析方法，探討知覺風險與產品涉入能否透過產品認知進而影響購買意願。本研究得出，知覺風險對購買意願沒有達到顯著的負影響。此外，產品認知具有產品涉入與購買意願的「部分中介」效果，代表產品認知可能是構成購買意願的其中一個原因。構成這個原因，可能是因為投注者對電競彩券的涉入度提高時，提高他們接收及分析相關產品的資訊量，認知有所提升，因此影響投注者的投注意願亦會上升。

關鍵字

知覺風險 ； 產品涉入 ； 產品認知 ； 購買意願

並列摘要

E-sports lottery tickets have been legalized in Taiwan in recent years, and whether bettors can be attracted to buy e-sports lottery tickets can be reflected in their purchase intention t. In order to explore this phenomenon, this study takes "Taiwan Sports Lottery" bettors in Kaohsiung as the research object to explore whether perceived risk and product involvement can affect purchase intention through product cognition by applying regression analysis method. This study concluded that perceived risk did not have a significant negative impact on purchase intention. In addition, product awareness has a "partial mediation" effect on product involvement and purchase intention, which means that product cognition may be one of the reasons for purchase intention. The reason for this may be that bettors become more involved in e-sports lottery tickets when the amount of information which bettors receive to analyze related products was increased, their cognition is also improved. Therefore, bettors' intention to bet will also increase.

並列關鍵字

perceived risk ； product involvement ； product awareness ； purchase intention

參考文獻

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