運動彩劵購買動機實證之研究－以台中地區為例

An Empirical Study of Sports Lottery Purchasing Motivation: A Case of Taichung Area

李世昌(Shih-Chang Lee)

《休閒暨觀光產業研究》 4卷1期 (2009/04) Pp. 1-12

https://doi.org/10.6158/JLTIR.200904_4(1).0001

摘要

本研究之目的在於探討台中地區民眾對於2008年5月2日新發行運動彩劵之購買動機，並藉此建立運動彩劵購買動機量表與建構運動彩劵購買動機模式。運用結構方程模式(structure equation modeling, SEM)分析運動彩劵購買動機模式配適度與線性關係，結果顯示經過刪除8個數值較低之變數，提高模式的配適度之後，比對建議數值與綜合各項數值分析，運動彩劵購買動機模式之建構效度良好。模式當中之新鮮玩法與運彩獎金線性關係數值最高，其次是運彩資訊與新鮮玩法之關係，接著是運彩資訊與運彩獎金的關係。建議配合電視台與新聞報章媒體提供賽程，結合資訊、玩法與運動彩劵獎金聯想，公益活動訊息的告知，繼續促進民眾參與公益活動與中獎夢想而持續支持運動彩劵。

關鍵字

購買行為 ； 動機 ； 結構方程模式

並列摘要

The purpose of this study was to discuss the public's purchase motivation of Taichung area on sports lottery starting sales on May 2, 2008 in order to establish scale of sports lottery purchase motivation and framework of sports lottery purchase motivation. Structure Equation Modeling was utilized to analyze if the model was acceptable, and then checking the correlation analysis was in progress. After eliminating 8 variables with low statistic parameter and comparing received data with suggested parameter, it was concluded that the construct validity was fit the suggested parameter. The results indicated that the close correlativity was between ”new way of lottery” and ”lottery prize”, next was between ”lottery information” and ”new way of lottery”, and following was between ”lottery information” and ”lottery prize”. It is suggested that sports lottery information, such as schedule of sports event, how to play, the accumulated prize, information of charity activities, etc., can be reported in newspaper or aired on TV in order to attract people in pursuit of their ”lottery dreams” and constantly support sports lottery.

並列關鍵字

purchase behavior ； motivation ； structure equation modeling ； SEM

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