新竹地區運動彩券消費者購買動機、涉入程度與消費行為之研究
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2011
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「運動彩券發行條例」於99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。因此本研究以購買動機、涉入程度與消費者行為理論為基礎，目的旨在瞭解新竹地區運動彩券消費者特性及消費行為現況，做為探討目前銷售現況及未來行銷之參考依據。研究者採用問卷調查方式，針對新竹地區運動彩券消費者進行問卷調查，共計回收有效問卷407份。所得資料以描述性統計、因素分析、集群分析、區別分析、獨立樣本t檢定、單因子變異數分析、卡方檢定及皮爾森積差相關分析等統計方式進行分析處理，所得結果如下：一、運動彩券消費者以21～40歲男性為主，女性消費者傾向於網路通路購買；二、消費者期待運動彩券盈餘能提供民眾實質回饋；三、實體經銷商與網路投注者不重疊；四、男性較認同購買運動彩券是一種休閒管道，且養成每天觀賞運動賽事及參與運動者具有高涉入程度之特性；五、人口統計變項與不同消費行為確實有顯著差異存在；六、涉入程度越高之消費者其購買動機會越明顯。根據以上研究結果，本研究建議未來對於運動彩券行銷推廣時，應針對性別、年齡與通路等不同特性提出有效行銷策略，並積極改善網路通路投注方式以及養成熱愛運動相關事務之男性購買運動彩券習慣，同時呼籲相關單位在制定盈餘政策時能以實質回饋民眾之方式為優先，將可成功發展臺灣運動彩券。
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. The purpose of this study was to examine the present marketing of Taiwan Sports Lottery and to offer suggestions for future promotion. Based on theories of purchase motivation, involvement, and consumer behavior, the characteristics and consumer behavior of Taiwan Sports Lottery consumers in HsinChu were investigated via questionnaire. The valid 407 questionnaire samples were analyzed by descriptive statistics, factor analysis, cluster analysis, discriminate analysis, t-test, one-way ANOVA, chi-square test, and Pearson product-moment correlation. The results were (a) males ranging from 21 to 40 years old were the major consumers of Taiwan Sports Lottery, while females tended to buy the lotteries online; (b) the participants expected the profit gained from Taiwan Sports Lottery deals to be utilized to meet the practical needs of the public; (c) the participants bought the lotteries either through physical or virtual sales channels; (d) more males considered buying the lotteries a habit, and those who watched sports games daily as well as those who frequently participated in sports and exercise revealed deeper purchase involvement; (e) participants with different characteristics showed significantly different consumer behavior; (f) participants with deeper involvement had stronger purchase motivation. The implications of the findings include (a) different marketing strategies applied to attract consumers with different characteristics; (b) actively improving virtual sales channels; (c) developing purchase habit of males who are fond of sports and exercise; (d) suggesting the authorities to frame profit policies that satisfy practical needs of the public.
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. The purpose of this study was to examine the present marketing of Taiwan Sports Lottery and to offer suggestions for future promotion. Based on theories of purchase motivation, involvement, and consumer behavior, the characteristics and consumer behavior of Taiwan Sports Lottery consumers in HsinChu were investigated via questionnaire. The valid 407 questionnaire samples were analyzed by descriptive statistics, factor analysis, cluster analysis, discriminate analysis, t-test, one-way ANOVA, chi-square test, and Pearson product-moment correlation. The results were (a) males ranging from 21 to 40 years old were the major consumers of Taiwan Sports Lottery, while females tended to buy the lotteries online; (b) the participants expected the profit gained from Taiwan Sports Lottery deals to be utilized to meet the practical needs of the public; (c) the participants bought the lotteries either through physical or virtual sales channels; (d) more males considered buying the lotteries a habit, and those who watched sports games daily as well as those who frequently participated in sports and exercise revealed deeper purchase involvement; (e) participants with different characteristics showed significantly different consumer behavior; (f) participants with deeper involvement had stronger purchase motivation. The implications of the findings include (a) different marketing strategies applied to attract consumers with different characteristics; (b) actively improving virtual sales channels; (c) developing purchase habit of males who are fond of sports and exercise; (d) suggesting the authorities to frame profit policies that satisfy practical needs of the public.
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運動彩券, 新竹地區, 購買動機, 涉入程度, 消費者行為, sports lottery, HsinChu, purchase motivation, involvement, consumer behavior