多维感知价值对竞猜型体育彩票消费者购彩行为的影响研究——基于互联网赛事资讯的中介模型

Influence of Multidimensional Perceived Value on the Purchase Behavior of Sport Lottery:Based on an Intermediary Model of Internet Event Information

基于国家探索发展竞猜型体育彩票的现实背景,从消费价值理论视角出发,创建了竞猜型体育彩票消费者的多维感知价值结构,并引入互联网赛事资讯变量,构建了影响竞猜型体育彩票消费者购彩行为的结构方程模型,实证分析感知价值影响竞猜型体育彩票消费者购彩行为的内在作用机理。结果表明,感知价值对购彩行为、感知价值对互联网赛事资讯、互联网赛事资讯对购彩行为3条路径均呈正向影响关系。研究发现,互联网赛事资讯是影响购彩行为的中介变量,感知价值对购彩行为的效应有57%是通过互联网赛事资讯起作用。这为实践中体育彩票管理机构出台的竞猜型体育彩票销售网点必须配备若干台能够连接互联网的电脑的规定提供了实证支持,同时为今后设计出更加符合消费者需求的竞猜型体育彩票提供了理论支撑。

Based on the realistic background that the development of sport lottery was encouraged in China,and from the perspective of consumer value theory,the multi-dimensional perception value structure of the consumers of sport lottery was created. And the variables of the internet event information are introduced to construct the structural equation model. And the intrinsic effect mechanism that the perception evaluation has the influence on the lottery purchase behaviors of the sport lottery was analyzed using solid evidence. The results showed that 'perceived value' has a positive impact on the 'lottery purchase behavior', 'perceived value' has a positive impact on 'internet event information',and the 'internet event information' has a positive impact on 'purchase behavior'. This study found that 'internet event information' was an intermediary variable affecting 'color buying behavior',and 57% of the effect of 'perceived value' on ' lottery purchase behavior ' was through the 'internet event information'. This provides empirical support for the sports lottery management agency policy that'the sport lottery sales outlets must be equipped with several computers capable of connecting to the internet',and provides theoretical support for the design of sport lottery thatismore in linewith consumerneeds.