体育彩民购彩意向影响因素问卷的编制

On Design of the Questionnaire of Influence Factors of Purchase Intention on Consumers in Sports Lottery

采用文献资料和专家访谈法,分析我国体育彩民购彩意向的影响因素,并编制问卷。对湖北省7个城市的531名体育彩民第1次实测并进行探索性因素分析,结果表明:影响因素主要包括购彩认知、外部信息作用、经济效用和风险偏好。对我国4个省市的930名体育彩民第2次实测并进行验证性因素分析、相关分析和方差分析,结果表明:所提取的4因素结构模型拟合度较好,对效标效度有较好的预测作用,问卷具有较好的信度和效度。

Based on literature and interview, the influence factors of purchase intention of consumers in sports lottery have been analyzed and designed. Firstly, 531 sports lottery consumers in 7 cities in Hubei province were surveyed and analyzed, showing that purchase cognition, external information function, economic utility and risk inclination are the main factors of purchase intentions. With another data from 930 sport lottery consumers in 4 provinces in china, the 4-factor model is further verified by confirmatory factors analysis, correlation analysis and analysis of variance. The results prove that there is a good fitting of the 4-factor model and prediction. The questionnaire has a high reliability and validity.