期刊论文

Perceived Value Structure and Characteristics of Chinese Guessing Sports Lottery Consumers

中文

沈阳体育学院学报

1004-0560

2019

38

6

62-68

10.12163/j.ssu.2019.06.09

浙江省哲学社会科学规划课题“利益相关者视角下‘中超竞猜’体育彩票发行风险的评估、形成机制与管理研究”(17NDJC088YB) 国家社科基金青年项目“基于社会生态学模型的体育彩民健康购彩促进研究”(19CTY001)。

本校为其他机构

采用问卷调查法对我国9个省份1 119名竞猜型体育彩民进行调查,并结合数理统计法验证感知价值结构和揭示中国竞猜型体育彩民感知价值特征。研究结果发现:1)竞猜型体育彩民购彩感知价值问卷由情感价值、社会价值、认知价值、经济价值和公益价值5个维度构成,五因子模型拟合度良好,问卷显示了良好的信效度。2)我国竞猜型体育彩民情感和认知价值感知度相对最高,经济价值相对最低,总体感知价值偏低。3)我国竞猜型体育彩民公益价值和社会价值存在显著的收入和彩龄的交互作用,高收入体育彩民群体感知公益价值和社会价值随彩龄增加呈波动式增加,其他收入群体彩民感知公益和社会价值随彩龄的增加呈持续上升...

Exploring the structure of perceived value of guessing sports lottery and revealing the characteristics of perceived value are of great value to the marketing of guessing sports lottery.In this study,a questionnaire survey was conducted among 1119 sports lottery consumers in 9 provinces of China.The structure and the characteristics of perceived value of Chinese sports lottery consumers were verified by mathematical statistics.The results show that:1)The questionnaire of perceived value of sports lottery consumers is composed of five dimensions:emotional value,social value,cognitive value,econ...