本研究目的主要在於瞭解運動彩券行銷組合活動、類型與購買意願關係,主要根據行銷組合、彩券類型、運動彩券、購買意願之理論與實證研究,來建構本研究架構與問卷。本研究以高雄縣澄清湖棒球場中華職棒大聯盟運動觀賞者為本研究的調查對象。探討運動彩券行銷組合活動以及不同彩券類型與購買意願關係。施測時以運動彩券行銷組合、觀賞者身份認同與購買意願調查問卷為研究之工具,以項目分析、探索性因素分析及因素分析刪除未達顯著題項,採用立意取樣回收340份有效樣本,在問卷回收後,資料處理以SPSS 12.0 for Windows進行統計分析,統計分析包括相關、迴歸分析與複選題分析。研究結果發現運動彩券類型的喜好程度與運動彩券購買意願有顯著相關,行銷組合活動會顯著影響購買意願;而經以複選題計分後,得知運動觀賞者最受重視一般通路中的便利商店,傳統通路的運動彩券投注站,特殊通路中的加油站。並依據研究提出研究限制及後續研究建議,提供政府與台北富邦銀行在發行與管理時之參考依據,並使運動彩券相關研究更臻完善。亦對運動彩券之研究者提出後續研究建議。
The purpose of this study was aims to sports lottery type, and marketing mix activities was purchase relations The study bases on sport lottery, types of lottery, marketing mix, purchase intention, theory and evidenced research literatures. This research was to make a survey on the Chinese professional baseball league sport spectator in Kaohsiung county Cheng-ching lake baseball field to discuss the sports lottery marketing combination activities, and the relation between the variety of sports lottery and the purchase intention., formal test tool was sport marketing mix and purchase intention questionnaire. while the survey was to take 340 effective questionnaires The data processing carries on to the SPSS 12.0 for Windows, by using purposive sampling, The data analyzes the method to analyze for the item analysis, the factor analysis delete no significant item, then analyzed with correlation, regression, multiple response analysis, research result found the affection for sports lottery relates well to the purchase intention, which varies with the marketing mix. By scoring the multiple-choices questions, the sport spectator take the convenience store of the ordinary way; the terminals for sports lottery of the traditional way; and the gas station of special way. According, it was also suggested research limit and follow-up, providing the reference to the issue and management of the sports lottery for the government and the Taipei Fubon bank, to make the relevant studies improved. but also supports research orientation for future researchers.