影响南京体育彩民彩票消费行为若干因素的研究

Research Into the Several Factors Influencing the Consumption of Nanjing Consumers of Sports Lottery

采用问卷调查、个别访谈、文献资料、数理统计等研究方法,对影响南京体育彩民消费行为的因素进行实证研究。研究结果显示:体育彩票消费冲动呈现随年龄的增长而逐渐下降的趋势;社会保障程度较低的职业群体更偏好购买体育彩票;高中(中专)和初中及以下文化程度的群体为体育彩票消费主体;低收入的消费群体更热衷于体育彩票;影响消费者购买彩票的动机以"物质性"动机为主;报纸和电视对彩民的购买行为的影响最大;彩票市场的竞争是影响体育彩民购买行为的一个重要因素;绝大多数家庭对购买体育彩票持积极支持或默许的宽容态度。

With the methods of questionnaire,personal visiting,documentation and mathematical statistics,the study,from the view of consumption psychology and sociology,demostratedly researches and logically analyzes the factors influencing the consumption of Nanjing consumers of sports lottery.It has been shown that the consumption impulse of sports lottery tends to be decreased with the age increased;Consumers with lower social security are likely to buy sports lottery;Consumers with lower education (lower than senior high school or junior high school)are the main parts to buy sports lottery;Consumers with lower income are zealous to buy sports lottery;'Material interest'is the central motivation ofr consumers to buy sports lottery;Newspaper and television exert an influence on buying sports lottery;Competition in lottery market is another vital factor to influence the consumption of sports lottery;Most families take a supporting or acquiescent attitude towards buying sports lottery.