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研究生:強納森
研究生(外文):Jonathan KirkwoodDickerson
論文名稱:Taiwanese Belief in Luck, Belief in Control and Lottery Ticket Purchase Behavior
論文名稱(外文):Taiwanese Belief in Luck, Belief in Control and Lottery Ticket Purchase Behavior
指導教授:楊曉瑩楊曉瑩引用關係
指導教授(外文):Ann Shawing Yang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際經營管理研究所碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:102
外文關鍵詞:LotteryBelief in luckBelief in controlLottery behaviorGambler’s fallacyHot hand fallacy
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This study adds to the body of literature that focuses on the tacit assumptions and inner workings of lottery players. This study presupposes that lottery play is not a sound financial decision. The relationship between lottery behavior and belief in luck and belief in control of that luck were examined. Structural Equation Modeling, with its ability to measure inter-related and tacit motivations, was used as the primary evaluation method. Largely an exploratory study in the Taiwanese lottery market, 230 useable surveys were collected with a broad swath of demographic information. Findings indicated that for Taiwanese players lottery behavior affected a belief in luck, a belief in luck affected belief in control, and lottery behavior did not affect a belief in control. Practical and theoretical implications of this research are examined as well as direction for future research.
TABLE OF CONTENTS
ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 2
1.2 Research Objective. 4
1.3 Research Objective. 5
1.4 Research Limitations. 6
CHAPTER TWO THEORY 7
2.1 The Theory of Planned Behavior. 7
2.2 Cognitive Dissonance Theory. 9
2.3 Examining Lottery Game Mechanics of Western Play and Studies. 9
2.4 Examining Lottery Game Mechanics of Taiwan. 14
2.5 Lottery Gaming in Society at Large. 15
CHAPTER THREE LITERATURE REVIEW 17
3.1 Framing. 18
3.2 Belief in Control. 19
3.2.1 Near Miss. 19
3.2.2 Gambler’s Fallacy. 20
3.2.3 Hot Hand Fallacy. 21
3.2.4 Gambler’s Fallacy and Hot Hand Fallacy Perceived Mutual Irrationality. 22
3.3 Belief in Luck. 22
3.4 Lottery Behavior. 23
3.4 Entrapment. 24
3.5 House Money Effect. 25
3.6 Addiction and Compulsion. 25
3.7 Goals and Hypothesis of This Study. 26
3.7.1 First Model and Hypothesis. 26
3.7.2 Second Model and Hypothesis. 27
3.7.3 Third Model and Hypothesis. 28
3.8 Primary Model. 29
CHAPTER FOUR RESEARCH METHODOLOGY 31
4.1 Structural Equation Modeling Basics. 31
4.1.1 Origins and Evolution. 31
4.1.2 Structural Equation Modeling Steps. 33
4.1.3 Motivations. 35
4.1.4 Tacit Assumptions. 36
4.2 Causal Theory Model. 37
4.2.1 Pretests of Model and Survey Questions. 39
4.3 Latent Variable Detection. 39
4.4 Difficulties and Strengths of Structural Equation Modeling. 40
4.5 Respondents, Testing Method, Goodness to Fit. 41
4.6 Construct Measurements. 41
CHAPTER FIVE DATA ANALYSIS AND RESULTS DISCUSSION 42
5.1 Descriptive Analysis. 42
5.1.1 Data Collection. 42
5.2 Descriptive Statistics. 53
5.2.1 Confirmatory Factor Analysis. 55
5.2.2 Construct Reliability. 55
5.2.3 Discriminant Validity. 57
5.2.4 Multivariate Analysis of Variance (MANOVA) Tests. 58
5.2.5 Structural Equation Modeling. 60
CHAPTER SIX CONCLUSIONS AND RECOMMENDATIONS 63
6.1 Research Conclusions. 63
6.2 Managerial Implications. 66
6.3 Research Limitations. 67
6.4 Future Research. 69
REFERENCES 70
APPENDICES 74
Appendix 1: 74
Appendix 2: 87
Appendix 3: Entrapment Appendix 100
Appendix 4: Pearson Correlation 101


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