立即型彩券消費者行為之研究

The Study on Consumer Behavior of Instant Lotto

吳建興(Chien-Hsing Wu)

指導教授 ： 楊 文 華 博士

朝陽科技大學/管理學院/企業管理系/碩士(2010年)

摘要

為創造弱勢族群之就業機會，我國彩券主管機關明訂3大弱勢族群（身心障礙者、原住民及低收入單親家庭）具有彩券經銷商優先資格，但部份經銷商欠缺銷售及管理能力，僅能將彩券銷售做到有如一般售票員的範圍。特別是立即型彩券經銷商在彩券業中係屬較弱勢的一環，為了使這群弱勢中相對更弱勢的經銷商，能將立即型彩券的銷售當作專業的事業且永續經營，因此必須從探討立即型彩券的消費者行為入手，以明瞭消費者對立即型彩券的顧客價值？消費者對立即型彩券的顧客滿意度？消費者對立即型彩券的行為意向？
本研究以問卷調查方式，針對購買立即型彩券的消費者做為研究對象，藉此瞭解其立即型彩券之消費者行為，作為立即型彩券經銷商經營的參考。問卷共發放300份，總共回收300份，扣除無效問卷16份 後，有效問卷回收 284份，有效回收率為94%。本研究經資料分析後，得到以下結果：
1、顧客價值之認知與顧客滿意度存在具有正相關。
2、顧客價值與行為意向具有正相關。
3、顧客滿意度與行為意向具有正相關。
4、購買頻率受性別、教育、職業、居住地、中獎經驗影響，購買金額受性別、收入、居住地、中獎經驗影響，喜愛獎券類型受性別、年齡、教育、收入、居住地、中獎經驗影響，喜愛獎券單價受性別及收入影響。

關鍵字

行為意向 ； 顧客價值 ； 顧客滿意度

並列摘要

To highlight and create more job opportunity for the underprivileged groups, the Instant Lotto enterprise provide to those family who is disability, native citizens, low income with single parenting to build up their careers. However, in order to manage and promote the knowledge skills, it is certainly a challenge to the enterprise. How to manage? When to start? These question marks are the fundamental critical situation that needs to be done at the priority.
This research focus and help these groups to increase and gain the profits based on three variables: consumer value, consumer satisfaction, consumer purchase intention.
The research is a real time survey to instant lotto consumers and come out with the general statistics for the future reference. With the total 300 surveys, get 284 return feedbacks but 16 failures. The highly result at 94% also approved the relations at consumer’s value / satisfaction/ intention as follows:
1. The perceived customer value has positive relation to satisfaction.
2. The perceived customer value has positive relation to purchase intention.
3. The satisfaction has positive relation to purchase intention.
4. Purchase frequency is influenced by gender, education, occupation, residence, and winning experience; expense is influenced by gender, income, residence, and winning experience; favorite lotto type is influenced by gender, age, education, income, residence, and winning experience; favorite unit price is influenced by gender and income.

The result will help to convey the message to those disadvantaged operators and be able to create more win-win situations in the future.

並列關鍵字

Consumer purchase intention ； Consumer satisfaction ； Consumer value

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