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研究生:黃鈺婷
研究生(外文):Yu-Ting Huang
論文名稱:台北市公益彩券購買行為之研究
論文名稱(外文):A Study on Lottery Consuming Behavior in Taipei
指導教授:廖鴻圖廖鴻圖引用關係方孝華方孝華引用關係
指導教授(外文):Hong-Tu LiaoHsiao-Hua Fang
學位類別:碩士
校院名稱:世新大學
系所名稱:資訊管理學研究所(含碩專班)
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:127
中文關鍵詞:公益彩券購買行為消費者滿意度
外文關鍵詞:LotteryConsuming BehaviorConsumer Satisfaction
相關次數:
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  • 收藏至我的研究室書目清單書目收藏:1
政府發行「公益彩券」顧名思義,是以公益為主要目的,一是「提升社會福利」,二是為了「促進弱勢就業」,除了讓消費者有中得高額獎金的機會,也落實公益彩券發行「投注希望•分享愛」的宗旨。而近年來台灣公益彩券在經歷首賣熱潮後,慢慢也走向發展穩定的成熟期,本研究欲了解台北市地區消費者對公益彩券的消費情況,並分析公益彩券之消費者行為。
本研究以問卷的方式對彩券購買者做實地訪查,透過調查欲了解:(1)彩券購買者在購買行為上的個別分析,是否有顯著不同?(2)彩券購買者對於彩券購買之重視度與滿意度評估為何?並在人口統計變數上是否有顯著不同?(3)彩券購買者對投注站服務品質以及在購買行為上是否有顯著不同?(4)彩券購買者對投注站服務品質的評估,以及在目前滿意度上是否有顯著不同?
問卷設計以台北市12個行政區的投注站做分層隨機抽樣,以人員訪問方式,訪問正在購買公益彩券的消費者,最後經由分析得到以下的實證結果:
1. 在台北市彩券的購買男性比女性更熱衷,主要購買者年齡多分佈在25~34歲,每次購買大都在300元以下之金額,並以電腦選號為主,自選號為輔。
2. 滿意度以年齡在45歲以上的滿意度最高,而35~44歲的滿意度最低;學歷在高中或高中以下的滿意度最高,而學歷為大專院校的滿意度最低。
3. 提升投注站服務品質會對消費者購買行為有正面的影響。當投注站服務人員在消費者購買時能提供即時及確切的服務,給予消費者正確的資訊,消費者反應在彩券的平均購買次數、平均購買金額、選擇簽注號碼的方式及投注站的選擇上,會有正面的影響。
4. 提升投注站服務品質會對消費者對整體購買的滿意度有正面的影響。
Taiwan’s lottery sales in experienced of the first season has become mature and stable in recent years. The study is for the situation and analysis of consumer behaviors in lottery’s market of Taipei City. The study is to explore consumer spending lottery situation and consumer behavior analysis in Taipei.
In this study, the questionnaire on lottery consumer was to do the field visits, through the survey to explore the questions about: (1) Consumer behavior in individual analysis, is there any significant difference? (2) Consumer behavior assessment for the degree of importance and satisfaction? And whether the demographic variables were significantly different? (3) Consumer behavior for the retailer’s service quality, is there any significant difference? (4) Consumer behavior for the retailer’s service quality, is there any significant difference of satisfaction?
Design the questionnaire and the samples are selected by simple random sampling method from the lottery consumers of the lottery stores in Taipei. Get the follow research finding through the analysis:
1. In lottery’s purchase behaviors, men is more interested than women in Taipei, the age of major consumers are distributed among between 25 to 34 years old. Every time the consumer spend the amount is under $300, the first choice of buying the lottery is done by computer, second choice is done by manual.
2. Most satisfaction age is about 45 years old or greater, 35 to 44 years old are less satisfaction; Education degree in high school or under has higher satisfaction in lottery purchased, education degree in college has less satisfaction in lottery purchased.
3. Enhance the quality of retailer service is positive effect to the consumer behavior. Therefore, providing instant and correct information, and service assurance are good for consumer behavior in how often to buy, how much money to pay, the way of waging and different choice in retailers.
4. Enhance the quality of retailer service is positive effect to the consumer satisfaction.
目錄
誌謝 I
摘要 III
Abstract IV
目錄 V
圖目錄 VII
表目錄 VIII
第一章 緒論 1
1.1 研究背景及動機 1
1.2 研究目的 4
1.3 研究範圍 4
1.4 研究流程 5
第二章 文獻探討 6
2.1 現今公益彩券的各種遊戲介紹 6
2.2 消費者購買意願 12
2.3 消費者行為 21
2.4 消費者滿意度 29
2.5 服務品質 36
第三章 研究設計與方法 40
3.1 研究架構 40
3.2 研究假設 41
3.3 研究變項與問卷設計 42
3.4 抽樣設計與過程 44
第四章 資料分析 48
4.1 敘述性統計分析 48
4.2 相關構面之因素萃取 55
4.3 相關構面之一致性檢定 56
4.4 人口特徵對彩券購買行為之相關性分析 58
4.5 人口特徵對彩券滿意度之相關性分析 82
4.6 人口特徵對彩券重要性之相關性分析 87
4.7 投注站服務品質對彩券購買行為之相關性分析 95
4.8 投注站服務品質對彩券滿意度之相關性分析 97
第五章 結論與建議 98
5.1 結論 98
5.2 行銷策略涵意 102
5.3 後續研究建議 104
參考文獻 105
附  錄 112


圖目錄
圖1-2 研究流程 5
圖2-1 態度、行為意圖、與行為間之關係 21
圖2-2 消費者購買評價模式 22
圖2-3 服務接觸過程評價模式 22
圖2-4 服務品質與行為意圖的模式 23
圖2-5 EKB消費者行為模式圖 27
圖2-6 顧客滿意前置因素與結果之模式 33
圖3-1 研究架構 40
圖4-1 抽樣樣本的居住地分佈 49
圖4-2 抽樣樣本的性別分佈 49
圖4-3 抽樣樣本的年齡分佈 50
圖4-4 抽樣樣本的教育程度分佈 50
圖4-5 抽樣樣本的婚姻狀況分佈 51
圖4-6 抽樣樣本的每月可支配所得分佈 51
圖4-7 抽樣樣本的職業分佈 52
圖4-8 抽樣樣本的平均多久購買彩券分佈 53
圖4-9 抽樣樣本的平均購買金額分佈 53
圖4-10 抽樣樣本的選擇簽注號碼分佈 54
圖4-11 抽樣樣本的購買彩券主要資金來源分佈 55


表目錄
表2-1 彩券種類的比較表 7
表2-2 大樂透獎金分配表 8
表2-3 威力彩獎金分配表 10
表2-4 有關民眾購買意願的研究構面彙整 17
表2-5 消費者行為的定義 25
表2-6 顧客滿意度的定義 30
表2-7 有關消費者滿意度的研究 34
表2-8 有關服務品質的研究 38
表3-1 研究假設 41
表3-2 台北市12行政區年滿18歲以上人口分布表 45
表3-3 台北市12行政區年滿18歲以上人口抽樣比例 46
表4-1 抽樣樣本的投注站選擇分佈比例 55
表4-2 投注站服務品質構面之信度檢定 56
表4-3 滿意度構面之信度檢定 57
表4-4 重要性構面之信度檢定 58
表4-5 人口特徵對彩券購買行為之檢定結果 58
表4-6 人口特徵在平均購買次數之卡方檢定分析 59
表4-7 性別在平均購買次數之交叉分析 60
表4-8 年齡在平均購買次數之交叉分析 61
表4-9 教育程度在平均購買次數之交叉分析 62
表4-10 婚姻狀況在平均購買次數之交叉分析 63
表4-11 職業在平均購買次數之交叉分析 64
表4-12 人口特徵在平均購買金額之卡方檢定分析 65
表4-13 年齡在平均購買金額之交叉分析 66
表4-14 教育程在平均購買金額之交叉分析 67
表4-15 所得在平均購買金額之交叉分析 68
表4-16 職業在平均購買金額之交叉分析 69
表4-17 人口特徵在選擇簽注號碼之卡方檢定分析 70
表4-18 年齡在選擇簽注號碼之交叉分析 71
表4-19 教育程度在選擇簽注號碼之交叉分析 72
表4-20 婚姻在選擇簽注號碼之交叉分析 73
表4-21 所得在選擇簽注號碼之交叉分析 74
表4-22 職業在選擇簽注號碼之交叉分析 75
表4-23 人口特徵在購買主要資金之卡方檢定分析 76
表4-24 職業在購買主要資金之交叉分析 77
表4-25 人口特徵在選擇交通方便投注站之卡方檢定分析 78
表4-26 所得在選擇交通方便投注站之交叉分析 79
表4-27 人口特徵在選擇媒體報導投注站之卡方檢定分析 79
表4-28 年齡在選擇選擇媒體報導過的投注站之交叉分析 80
表4-29 人口特徵在選擇無固定投注站之卡方檢定分析 81
表4-30 年齡在選擇無固定投注站之交叉分析 81
表4-31 人口特徵對目前滿意度之檢定結果 82
表4-32 性別對目前滿意度程度的t檢定分析 82
表4-33 年齡對目前滿意度的ANOVA分析 83
表4-34 年齡對目前滿意度的Boferroni多重比較檢定分析 84
表4-35 教育程度對目前滿意度的ANOVA分析 85
表4-36 教育程度對目前滿意度的Boferroni多重比較檢定分析 85
表4-37 婚姻對目前滿意度的t檢定分析 86
表4-38 所得對目前滿意度的ANOVA分析 86
表4-39 職業對目前滿意度的ANOVA分析 87
表4-40 人口特徵對心目中重要性之檢定結果 87
表4-41 性別對心中重要性的t檢定分析 88
表4-42 年齡對心目中重要性的ANOVA分析 88
表4-43 教育程度對心目中重要性的ANOVA分析 89
表4-44 教育程度對心中重要性的Boferroni多重比較檢定分析 89
表4-45 婚姻對心中重要性的t檢定分析 90
表4-46 所得對心目中重要性的ANOVA分析 90
表4-47 職業對心目中重要性的ANOVA分析 91
表4-48 職業對心中重要性的Boferroni多重比較檢定分析 91
表4-49 投注站服務品質與彩券購買行為之羅吉斯迴歸分析 96
表4-50 投注站服務品質對彩券購買行為之檢定結果 96
表4-51 投注站服務品質與彩券之滿意度之迴歸分析 97
表4-52 投注站服務品質對目前滿意度之檢定結果 97
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