Based on literature and interview, the influence factors of purchase intention of consumers in sports lottery have been analyzed and designed. Firstly, 531 sports lottery consumers in 7 cities in Hubei province were surveyed and analyzed, showing that purchase cognition, external information function, economic utility and risk inclination are the main factors of purchase intentions. With another data from 930 sport lottery consumers in 4 provinces in china, the 4-factor model is further verified by confirmatory factors analysis, correlation analysis and analysis of variance. The results prove ...