摘要
本文藉由微观经济学的消费者行为理论并结合EKB模型的决策过程理论,从消费动机、风险偏好、信息来源与消费实态四方面,对影响我国体育彩票的消费者行为因素进行了分析,并对进一步激发体育彩票消费提出建议。
Through using the consumer behavioral theory of microeconomics and combining with the decision making theory of EKB model, from the four aspects of consumption motivation, risk prefer, information resource and consumption condition, this paper makes analysis on factors of influencing sport lottery consumer behavior in China and puts forward suggestions for further improve sport lottery consumption.
出处
《体育科技文献通报》
2008年第12期98-100,共3页
Bulletin of Sport Science & Technology
