感知信赖模型:竞猜型体育彩票再购意愿的质性研究——基于扎根理论研究视角

Perceived Trust Model:Qualitative Research of Grounded Theory on the Repurchase Intention of Competitive Sports Lottery

竞猜型体育彩票是国家公益提取的主要来源,是解决我国体育事业、社会福利、民生建设的专项财政资金,也是体育产业发展的关键链条。竞猜型体育彩票研究的动机、行为和决策环节是当前消费行为学、心理学、博弈论的重要案例和研究热点。本研究运用质性分析的手段,采用扎根理论的研究方法,探析竞猜型体育彩票再购意愿模型,将面对面半结构式访谈收集的原始资料进行提炼归纳,透过开放性译码、主轴译码和选择性译码的3级编码过程,呈现出模型的核心范畴。研究结果显示,在理论抽样的典型案例环节中逐级提炼出长期关注、购买习惯、时间精力的投入和热爱体育等105个概念,友好关系、情感涉入、品牌信任和热衷球队等30个范畴,信赖关系、感知刺激、社交需求、购买体验和心理动因5个主范畴。并在此基础上建立了竞猜型体育彩票再购意愿的理论模型即"消费感知信赖模型",形成的故事线形态再进行频次分析的方式来提升质性分析过程的支撑性和研究可靠性,研究结果也进一步验证并识别了模型构建的关系,为体育彩票消费行为理论提供更新的视角与研究观点。

Competitive sports lottery is the main source of national public interest extraction.It is a special financial fund to solve the sports cause,social welfare and people's livelihood construction of our country,and it is also the key chain of sports industry development.The motivation,behavior and decision-making of sports lottery research are the important cases and research focus of consumer behavior,psychology and game theory.This research used qualitative analysis means,and the grounded theory research method,analyzed the competition type sports lottery repurchase intention model,sum up the raw materials collected by face-to-face semi-structured interviews,the core category of the model was presented through the three-level coding process of open decoding,principal axis decoding and selective decoding.The results showed that 105 concepts,such as long-term concern,purchasing habits,time and energy investment,love of sports and so on,were abstracted from typical cases of theoretical sampling;30 areas such as friendly relationship,emotional involvement,brand trust,passion for the team and;and five principal categories like trust relationships,perceived stimuli,social needs,purchase experiences and psychological motivations.On this basis,a theoretical model of willingness to repurchase sports lottery ticket was established,that is,“perceived trust model”.The form of the story line is then analyzed again in order to enhance the support and reliability of the qualitative analysis process.The results further verify and identify the relationship between the model construction and provide a new perspective and research point for the sports lottery consumption behavior theory.