民眾對運動彩券認知與購買意願之研究－以大台北地區為例

A Study on Awareness and Purchase Intention of Sports Lottery in Taiwan

賴建華(Chien-Hua Lai)

《中國技術學院學報》 26期 (2004/07) Pp. 83-97

https://doi.org/10.6369/CKCSHYHP.200407.0083

摘要

運動彩券在世界許多國家早已盛行多年，其所產生可觀的盈餘也對這些發行國家之體育發展有相當多的貢獻。國內運動風氣及水準一直以來皆和歐美各國有一段相當大的差距，加上近年來政府財政收入日益不足，與運動發展相關之經費亦隨之緊縮，因此國內體育界希望能透過發行運動彩券來籌措各項體育經費。有鑑於此，本文主要目的便在探討目前發行運動彩券較成功的國家的狀況及經驗，同時透過問卷方式了解國人對於發行運動彩券的看法及未來之購買意願，以作為相關單位之參考。
研究結果發現目前國人對於運動彩券普遍皆有較正面的看法及態度；民眾最希望將運動彩券的盈餘投入年青選手的培訓。另外，研究發現對於運動彩券具有正面態度的民眾購買意願相對較高。

關鍵字

運動彩券 ； 足球彩票 ； 體育發展 ； 購買意願

並列摘要

Sports lottery business has been successful for years in many countries. The earnings from sports lottery business also have provided a significant contribution to the development of sports activates in those countries. The purpose of this study is to examine the awareness and attitude of sports lottery in Taiwan. Data was collected from the adults who live in Taipei city and Taipei County. The results provide suggestions to government for initiation of sports lottery.
The major empirical results drawn from this study include: (1) The majority have positive attitude for sports lottery. (2) The major portion of earnings should allocate to ”training of young contestant”. (3) Those who have more positive attitude for sports lottery have higher purchase intention.

並列關鍵字

sports lottery ； football toto ； development of sports activities ； purchase intention