体育彩民购彩意向与购彩金额的关系:购彩满意度的调节作用

Relationship between Sport-Lottery Consumers ' Purchase Intentions and Amounts: Regulatory Effect of Satisfaction of Sport-Lottery Purchase

采用问卷调查法,对我国10个省市的部分体育彩民进行调查,探讨购彩意向、购彩金额与购彩满意度的关系。结果显示:购彩意向与购彩金额呈显著的正相关关系,而购彩满意度在这一关系中起到调节作用,即购彩满意度越高,购彩意向对购彩金额的影响越弱。购彩满意度包括彩票设计满意度、彩票销售环境满意度和彩票管理部门满意度,彩票设计满意度、彩票销售环境满意度均在购彩意向与购彩金额的关系中起调节作用,未发现彩票管理部门满意度对上述关系起调节作用。针对我国体育彩票管理提出建议。

The study used questionnaire to investigate sport-lottery consumers in ten provinces （cities） in China, discussing the relationship between sport-lottery consumers＇ purchase intentions and amounts as well as its satisfaction. The results find that there is a significantly positive correlation between the purchase intentions and amounts of purchase, whereas purchase satisfaction plays the role of regulatory effect. That is to say, the higher purchase satisfactions are, the weaker purchase effects on the amounts. The satisfactions of sport-lottery purchase include the satisfaction of lottery design, of lottery sales environment and lottery management. The first two satisfactions have regulatory effects on the relationships between lottery purchase intention and amounts, though no effect has been found in lottery management department. The study hence puts forward some countermeasures on the management of sports lottery in China.