大臺北地區運動彩券消費者棒球常識、涉入程度與消費者行為之研究

Abstract

目的：「運動彩券發行條例」於2010年1月1日正式上路，運動彩券盈餘90％將專用於體育發展經費，但實際業績卻未達目標，顯然現今運動彩劵的行銷策略對其成果推展有限。本文目的旨在瞭解大臺北地區運動彩券消費者棒球常識、涉入程度、消費者行為的現況及其相互關聯性，且嘗試之前文獻未探討過的構面─棒球常識做為運動彩券推廣的參考依據。研究對象：本研究以大臺北地區運動彩券消費者為抽樣對象。研究工具：本研究採量化的研究方法，透過問卷調查進行研究，研究問卷共分為四個構面，即人口統計變項、棒球常識、涉入程度及消費者行為。問卷發放500份，回收有效問卷共388份。研究方法：問卷資料採描述性統計分析、信度分析、因素分析、獨立樣本t檢定、單因子變異數分析、雪費事後考驗、皮爾森積差相關分析等統計方法進行分析，所得結果如下:一、大臺北地區運動彩券消費者以以青壯年男性為主；二、大臺北地區運動彩券消費者棒球常識每位平均答對題數為21.42題(總共30題)；三、消費者行為部分，以小額投注為主；四、大臺北地區運動彩券消費者人口統計變項確實會造成棒球常識分數之高低；五、大臺北地區運動彩券消費者不同涉入程度因素在棒球常識中無顯著差異；六、大臺北地區運動彩券消費者棒球常識高低在所有消費者行為因素中幾未達顯著差異；七、大臺北地區運動彩券消費者不同的涉入程度在所有消費者行為選項中大部份達顯著差異。根據以上研究結果，本研究建議棒球常識這部份將來可以把題目集合成題庫等方式做為鑑別棒球常識高低的依據。運動彩券行銷推廣上仍應在產品設計及賠率問題上改進，此外，積極佈建網路通路投注平台，以上建議希望可以為將來新的運彩業者發展臺灣運動彩券有所助益。Sports Lottery Act, issued on January 1st 2010, specifies that 90 percent of the profit grained from sports lottery deals will be preserved for sports and exercise development. However, the actual sales failed to achieve such goal, indicating that the existing marketing strategies are considered feeble and fruitless. The purpose of this study was to examine the baseball knowledge, involvement, and consumer behavior of sport lottery consumers in Taipei; while further investigate baseball knowledge to offer suggestions for future promotion.The study focuses on consumers of sports lottery in Taipei whose experience was investigated via questionnaire. 388 valid questionnaire samples out of 500 were analyzed by descriptive statistics, factor analysis, cluster analysis, discriminate analysis, t-test, one-way ANOVA, and Pearson product-moment correlation.The results were (a) young males are the major consumers of Taiwan sports lottery; (b) consumers of sports lottery in Taipei get 21.42 correct answers out of 30 questions in average; (c) most participants make small purchases; (d) the demographic variables of the consumers of Taipei does affect their scores on the baseball knowledge; (e) there is no significant connection among consumer involvement and their knowledge of baseball; (f) there is no significant connection among consumer behavior and their knowledge of baseball; (g) the involvement of the consumers of Taipei shows remarkable significance in their behavior. According to these findings and results, the study suggests that (a) a question bank or praxis should be established as the basis to distinguish consumer knowledge; (b) the marketing strategies, product design, and betting odds are still expected to be improved; (c) both virtual and internet sales platforms are to be developed actively. The above suggestions are made so as to benefit the sports lottery business and bring more profits.