台灣樂透彩券頭彩加碼效果之分析

A Study on Effects of First Prize Promotion of Lotto in Taiwan

賴建華(Chien-Hua Lai)

《中國技術學院學報》 27期 (2005/07) Pp. 11-22

https://doi.org/10.6369/CKCSHYHP.200507.0011

摘要

台灣自發行電腦樂透彩券以來，曾創下一陣“樂透旋風”。經過發行初期的搶購熱潮後，銷售額有趨於平緩的趨勢，甚至有漸漸冷卻的情況。發行單位爲了刺激買氣曾多次推出各種頭彩加碼之促銷活動。本文主要目的便在了解樂透彩投注人對於頭彩加碼活動之看法及態度，同時分析不同類型加碼方式之效果，以作爲相關單位之參考。
研究結果發現頭彩加碼活動確具有增加樂透彩購買意願之效果；另外，不同類型的頭彩加碼活動間確存有顯著之差異，且以「無條件加碼金額一定」之加碼方式顯著的優於其他之加碼方式。

關鍵字

樂透彩券 ； 頭彩加碼

並列摘要

The computerized lottery was inaugurated in January 2002, and immediately became the popular activities for people in Taiwan; the earnings from lottery business also have provided a significant contribution to government finance. The purpose of this study is to examine the awareness and attitude to first prize promotion of Taiwan's lotto. Data was collected from the adults who live in Taipei city and Taipei County. The results provide suggestions to Taipei bank for improvement the sales of lottery.
The major empirical results drawn from this study include: (1) first prize promotion of lotto have positive effect to increase willing of buying lotto. (2) There are significant differences between 4 types of first prize promotion.

並列關鍵字

lotto ； first prize promotion