感知价值、购彩情境对体育彩票购买意愿的交互影响研究

Research on the interactive infuence of perceived value and lottery buying context on the purchase intention of sports lottery

为探讨消费者购买体育彩票时的微观购彩意愿形成机制和影响因素,本研究在已有研究基础上,以感知价值理论和情境因素理论为视角,在消费者感知价值和购买意愿之间引入了购彩情境作为调节变量,以上海市彩民为样本,利用结构方程模型和分层回归分析实证检验了感知价值三个不同维度、购彩情境对体育彩票购买意愿的交互影响。结果显示:感知价值中功能价值、情感价值与社会价值均对购买意愿具有显著正向影响;情境因素在消费者感知价值向购买意愿的转化过程中具有显著的调节作用。其中,现场互动程度对感知价值三个维度和购买意愿的关系均具有显著的正向调节作用;亲友推荐程度对功能价值、社会价值和购买意愿的关系均具有显著正向调节作用,对情感价值和购买意愿的关系无显著影响。

In order to explore the formation mechanism and influencing factors of consumers'micro lottery purchase intention when purchasing sports lottery tickets,this study introduced the lottery purchase situation as the moderating variable between consumers'perceived value and purchase intention from the perspective of perceived value theory and situational factor theory.Through structural equation model and hierarchical regression analysis,this study empirically tested the interactive influence of three different dimensions of perceived value and lottery purchase situation on sports lottery purchase intention based on the perspective of perceived value theory and situational factor theory.The results show that the functional value,emotional value,and social value of perceived value have a significant positive impact on the purchase intention.Contextual factors play a significant modulatory role in the conversion of consumers'perceived value to purchase intention.In addition,the degree of on-site interaction has a significant positive modulatory effect on the relationship between the three dimensions of perceived value and purchase intention.The degree of recommendation of relatives and friends has a significant positive modulatory effect on the relationship between functional value,social value,and purchase intention,but has no significant effect on the relationship between emotional value and purchase intention.