王斌,吴艳萍,马红宇,刘炼,王郁平,等.女性购买体育彩票意向的影响因素研究[J].北京体育大学学报,2012,35(3):11-16.
女性购买体育彩票意向的影响因素研究
Influence Factors of Intention of the Female Purchaser of Sports Lottery
投稿时间:2011-10-31  
DOI:
中文关键词:  体育彩票  女性彩民  女性非彩民  购彩意向  影响因素
英文关键词:sports lottery  female consumers  female non-consumers  purc hase intention  influence factors
基金项目:国家社会科学基金项目(09BTY020);教育部“新世纪优秀人才支持计划”(NCET-10-0410)
作者单位
王斌 华中师范大学体育学院湖北 武汉 430079 
吴艳萍 华中师范大学体育学院湖北 武汉 430079 
马红宇 华中师范大学心 理学院湖北 武汉 430079 
刘炼 华中师范大学体育学院湖北 武汉 430079 
王郁平 华中师范大学体育学院湖北 武汉 430079 
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中文摘要:
      采用问卷调查法、访谈法对我国10个省(市)的404名女性彩民和610名女性非彩民(分为购彩高意向组和低意向组)的体育彩票购彩意向影响因素进行比较研究。研究发现:1)购彩认知可有效区分女性彩民和高、低意向女性非彩民。女性彩民的购彩认知得分最高、高意向女性非彩民次之、低意向女性非彩民最低。2)家人是否购彩可有效区分女性非彩民 的风险偏好和外部信息作用。家人购彩的女性非彩民其风险偏好和外部信息作用得分显著高于家人不购彩的女性非彩民。家人是否购彩亦可有效区分女性的经济效用,家人购彩的女性其经济效用得分显著高于家人不购彩的女性。3)学历可有效区分女性彩民的经济效用。随着学历水平的提升,女性彩民的经济效用得分呈下降趋势。最后,针对女性购彩提出若干营销建议。
英文摘要:
      Based on the questionnaire and interview, influence factors of purchase intentio n were compared between 404 female consumers’ in sports lottery and 610 female non-consumers’ which divided into higher and lower intention groups. The main results show purchasing cognitive can distinguish effectively female consumers f rom female non-consumers with higher and lower intention. Female consumers’ purchasing cognitive score is the highest, female non-consumers’ with higher pur chase intention second and female non-consumers’ with lower intention is the l owest. Whether or not families purchase lottery is an important factor distingui shing female non-consumers’ risk appetite and external information function. F emale non-consumers’ risk appetite score and external information function sco re whose families purchase lottery are higher significantly than female no-con sumers’ whose families don’t purchase lottery. Whether or not families purchas e lottery can effective distinguishing female economic utility, and the female e conomic utility score whose families purchase lottery is higher significantly th an female non-consumers’ whose families don’t purchase lottery. The educati on level may influence female consumer’s economic utility, the score of which b ecomes lower with the rise in education. Finally, some marketing proposals are m ade for female purchase lottery.
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