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A Study on the Influence of Hope on Purchase Intention of Big Lotto: Risk Attitude and Rollover Effect as Moderators
In this study, we investigate the influence of hope on purchase intention of lottery with two moderators: risk attitude and rollover effect. Past studies show that purchasing lottery is a risky behavior; therefore, a buyer’s risk attitude is related to his or her purchasing intention. If there are no lottery players match all of the numbers that are required to win the jackpot, the jackpot fund will be added to the jackpot for the next draw. Some empirical investigations show that when the accumulated jackpot fund is high, the purchasing intention of buyers is likely to be further induced. The questionnaires are administered to those who are used to purchase lottery before. The overall sample size is 211, which consists of 73 respondents from the paper-based questionnaire survey and 138 from the Web-based questionnaire. We use stepwise regression technique to test the proposed research hypotheses in the research model. The results support that (1) a buyer’s hope has significant positive influence on his or her lottery purchasing intention; (2) a buyer’s risk attitude has a significant positive moderating effect on the relationship between his or her hope and purchasing intention; and, (3) the rollover effect of lottery has a significant positive moderating effect on the relationship between a buyer’s hope and purchasing intention. Keywords: Lottery, Hope, Risk Attitude, Rollover Effect.
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