This study aims to develop a valid, reliable scale to measure consumer satisfaction for sports lottery buyers in China. The items of the scale are primary collected by researches and experts. By Exploratory Factor Analysis, residual items are formed the five-factor model with data from 531 samples in seven cities of Wuhan, Huangshi, Yichang, Xiaogan, Enshi, Xiangfan and Xianning in China, which includes 17 items and five dimensions such as sports lottery, sports lottery sales shop, sports lottery staff, sports lottery management and the own sit...
