女性购买体育彩票意向的影响因素研究——女性彩民与女性非彩民的比较

Influence Factors of Intention of the Female Purchaser of Sports Lottery——Comparison between Female Consumers and Female Non-consumers

采用问卷调查法、访谈法对我国10个省(市)的404名女性彩民和610名女性非彩民(分为购彩高意向组和低意向组)的体育彩票购彩意向影响因素进行比较研究。研究发现:1)购彩认知可有效区分女性彩民和高、低意向女性非彩民。女性彩民的购彩认知得分最高、高意向女性非彩民次之、低意向女性非彩民最低。2)家人是否购彩可有效区分女性非彩民的风险偏好和外部信息作用。家人购彩的女性非彩民其风险偏好和外部信息作用得分显著高于家人不购彩的女性非彩民。家人是否购彩亦可有效区分女性的经济效用,家人购彩的女性其经济效用得分显著高于家人不购彩的女性。3)学历可有效区分女性彩民的经济效用。随着学历水平的提升,女性彩民的经济效用得分呈下降趋势。最后,针对女性购彩提出若干营销建议。

Based on the questionnaire and interview,influence factors of purchase intention were compared between 404 female consumers＇ in sports lottery and 610 female non-consumers＇ which divided into higher and lower intention groups.The main results show purchasing cognitive can distinguish effectively female consumers from female non-consumers with higher and lower intention.Female consumers＇ purchasing cognitive score is the highest,female non-consumers＇ with higher purchase intention second and female non-consumers＇ with lower intention is the lowest.Whether or not families purchase lottery is an important factor distinguishing female non-consumers＇ risk appetite and external information function.Female non-consumers＇ risk appetite score and external information function score whose families purchase lottery are higher significantly than female non-consumers＇ whose families don＇t purchase lottery.Whether or not families purchase lottery can effective distinguishing female economic utility,and the female economic utility score whose families purchase lottery is higher significantly than female non-consumers＇ whose families don＇t purchase lottery.The education level may influence female consumer＇s economic utility,the score of which becomes lower with the rise in education.Finally,some marketing proposals are made for female purchase lottery.