国内外不同文化水平群体的博彩动机差异研究

A Study on Differences of Gaming Motivation of Consumer Groups with Different Education Levels

博彩业的快速发展推动澳门转变为世界休闲旅游中心,但也产生问题博彩等负面效应,影响健康休闲博彩的发展。从动机角度出发,探讨不同文化水平和不同文化水平地区消费者在博彩动机上的差异情况。通过对617位博彩消费者的调研,提出博彩动机具五维度结构:获利与自我、休闲放松、社交与教育、情感释放与特色吸引。采用多因素方差分析,进一步探讨不同文化水平组群和不同文化水平地区中不同人口特征的消费者在"获利与自我"和"社交与教育"博彩动机的差异情况。分析结果证明提升人的文化水平和社会整体文化水平,是解决问题博彩的必由之路;也从博彩动机这一视角证明加大持续教育力度的重要性与必要性;为澳门博彩企业更用心打造博彩文化教育、更积极地推广"负责任博彩"、更有效地引导消费者的健康博彩动机,减少问题博彩,进而提升澳门世界休闲旅游目的地形象,提供科学合理的参考建议。

The rapid development of the gaming industry of Macao has promoted the transformation of the city into a world leisure and tourism center,but it also has brought negative effects such as problem gambling,which affects the development of healthy leisure gambling. This study tries to discuss the differences of gaming motivation based on different education levels of consumer groups and different education levels of regions. Through a survey on 617 gambling consumers,the present research has developed measurement tools suitable for measuring consumer motivation in Macao＇s casinos with detailed and reliable empirical data collected from the casinos in Macao. It proposes,based on the research of the measurement and the analysis of gaming consumer motivation,that Macao＇s casinos exhibit a structure of five dimensions： profit-gaining and self-satisfying motivation,leisure and relaxation motivation,social communication and knowledge seeking motivation, emotional motivation, and attractiveness-due-topeculiarities motivation. Multi-factor analysis of variance was used to further explore the differences of profit-gaining and self-satisfying motivation,social communication and knowledge seeking motivation between different groups of education level concerning relevant population attributes. The results of analysis proved that development of individual and overall social education level is a key to the solving of problem gambling and confirmed the necessity of strengthening continuing education from the perspective of gaming motivation. It is hoped that this research can contribute to the building of gaming culture and education by relevant enterprises,to the promotion of Responsible Gaming,and to the reduction of problem gambling. The study may also serve as a scientific and rational reference for the promotion of Macao＇s positive tourism image in the days to come.