沈阳市城市居民体育彩票消费者行为特征及影响因素研究

Behavior Characteristics of Sports Lottery Consumers in Shenyang Urban District and the Influencing Factors

以沈阳市区体育彩票消费者为主要研究对象,通过问卷和实地调查对沈阳市区体育彩票消费行为和消费心理进行研究。调查结果表明,沈阳市区体育彩票消费者中男性多于女性,年龄结构以中青年群体为主。高中、中专学历的人最多,社会中的低收入、低保障的人群构成了沈阳市体育彩票市场的主体。在此基础上,还进行了其影响因素的研究,力求为沈阳市体育彩票发行单位市场营销提供理论参考。

Taking Shenyang urban district sport lottery consumers as main research objects, this paper conducted the study on sport lottery consuming behavior and psychology in Shenyang urban district by questionnaires and on-the-spot investigation. The investigation result indicated that in the Shenyang urban district,the male sport lottery consumers were more than the female and the age structure was primarily the young and middle-aged community. Most sport lottery consumers received high school education or specialized middle school education. Low-income and the low-safeguard group constituted the main body of Shenyang sport lottery market. In addition, this article also conducted its influencing factor research, in order to provide theoretical reference for marketing of Shenyang sport lottery.