基于计划行为理论的体育彩民购彩行为研究

On Lottery Purchase Behavior in Sport Lottery Consumers Based on Planned Behavior Theory

通过细化购彩态度和整合购彩行为,构建基于计划行为理论的体育彩民购彩行为影响因素模型。同时,对体育彩民进行实证调查验证假设模型。结果显示:购彩态度、购彩主观规范和知觉行为控制对体育彩民购彩意向均有正向预测作用,且购彩态度的预测作用最强;知觉行为控制和购彩意向对体育彩民购彩行为也具有正向预测作用。该模型对购彩意向和购彩行为的解释力分别达到45%和36%。

The study uses the theory of planned behavior to construct the influence factor model of lottery purchase behavior in sport lottery consumers by embodying their purchase attitude and integrating their purchase behaviors. In the meanwhile, a field work has been employed to test the model. The results show that the purchase attitude, the subjective norms and perceived behavior control can positively predict the lottery purchase intention. Among them, the lottery purchase attitude plays the strongest role in prediction. At the same time, the perceived behavior control and purchase intention also have the positive impact on consumers＇ lottery purchase. It is found that the model has 45% and 36% explanatory ability respectively for consumers＇ lottery purchase intention and behavior.