体育彩票消费过程中消费者认知偏差的定量研究

Quantitative Research on Consumers' Cognitive Bias in Consumption of Sports Lottery

运用问卷调查法,探讨体育彩票消费过程中消费者的认知偏差现状及其对博彩行为的影响。结论:体育彩票消费者以中低收入的年轻人为主,学历结构较高,彩龄不长;消费者的总体认知偏差状况良好,购彩趋于理性,但也存在部分严重问题彩民;有近60%的消费者持有冷热号码偏好,迷信思想差异性较大;认知偏差对消费者的购彩行为影响显著,是导致问题博彩行为的内在心理机制。

Using the method of questionnaire investigation, the present paper discussed the consumers＇ bias in sports lottery consumption and its influence over gambling behavior. It concluded that most of sports lottery consumers are young people of middle and low income with better education and short period of lottery consumption; the general cognition of the consumers is good and the consumers on the whole are rational in lottery buying but there are still some problem consumers; nearly sixty percent of consumers have preference to cold or hot numbers and there exist vast differences in superstition; cognitive bias has significant influence over lottery buying, which in turn results in the internal psychological mechanism of problem gambling behavior.