Student sports lottery buyers in our study means the students who purchase lotteries up to 4 times the average month, or monthly purchases amounted to 20yuan or more. There are 46 papers about lottery purchasers, consumer psychology and behavior in and abroad over a period of 22 years (1988-2009), only two papers are about students. Based on the literature research, this study analyses the present situation of sports consumer behavior of students, including their consumption levels, the attitude towards sports lottery, factors of purchasing behavior and so on. Results suggest that students' co...
