The study uses the theory of planned behavior to construct the influence factor model of lottery purchase behavior in sport lottery consumers by embodying their purchase attitude and integrating their purchase behaviors. In the meanwhile, a field work has been employed to test the model. The results show that the purchase attitude, the subjective norms and perceived behavior control can positively predict the lottery purchase intention. Among them, the lottery purchase attitude plays the strongest role in prediction. At the same time, the perce...