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研究生:吳文榮
研究生(外文):Wu,Wen-Jung
論文名稱:高雄地區公益彩券消費者購買動機與行為之研究
論文名稱(外文):The Study on Consumers' Purchase Motivation and Behavior of the Public Welfare Lottery in Kaohsiung Area.
指導教授:王宗松
指導教授(外文):WANG,TZONG-SONG
口試委員:張日高謝盛文
口試委員(外文):CHANG,RHI-KAOHSIEH,SHENG-WEN
口試日期:2018-06-22
學位類別:碩士
校院名稱:大仁科技大學
系所名稱:文化創意產業研究所
學門:人文學門
學類:其他人文學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:91
中文關鍵詞:公益彩券消費者行為購買動機購買意願
外文關鍵詞:Public Welfare Lotterconsumer behaviorpurchase motivationpurchase intention
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本研究以問卷調查統計分析為研究方式,主要探討高雄地區年滿18歲以上之公益彩券消費者,在購買動機、購買意願及購買行為彼此之影響與關聯性,透過問卷調查,以隨機抽樣方式預先發放測試問卷50份,待回收完成修訂後再進行發放 350 份正式問卷,經回收整理後之有效問卷為308份,並以此進行信度、因素及其他統計分析與各項驗證分析,能深入了解消費者在購買動機與行為,其影響購買彩券之重要因素。
分析結果在「個人資料統計」中,以女性、年齡在46-55歲、教育程度為大學以上學歷、職業為金融/保險、所得在20001-40000元及每月購買金額佔所得比例在10%以下之購買彩券消費者為多數。在「購買行為」中,以購買電腦型彩券與透過投注機選號,會在開獎當天購買彩券與會在彩券行購買立即型彩券,以及會找親友、同學或同事等集資購買彩券之消費者為多數。在「購買動機」中,以能做公益又有機會中大獎、休閒娛樂、以小博大以及因受環境與親友激勵或集資提高中獎率,且受獎金加碼活動時的吸引而購買彩券之消費者為多數。最後在「購買意願」中,會受到彩券行內的熱鬧氣氛,以及因為中獎感到興奮與自信而購買彩券彩券之消費者為多數。

This study conducts a questionnaire survey and analysis, primarily investigating Public Welfare Lottery purchasers, 18 years and older in the Kaohsiung area by looking at the influence and relationship that their purchasing motivation, purchasing intentions, and purchasing behavior have on one another. For the survey, a random sampling method was used and 50 surveys were pre-issued for testing purposes. Once the test surveys were collected and revisions were made, 350 formal surveys were issued. After collecting the surveys and organizing them, 308 were determined to be valid. These then underwent reliability analysis, factor analysis and other statistical analyses and verification analyses to gain an in-depth understanding of consumers’ purchase motivation, purchase behavior and the important factors which influence the purchasing of lottery tickets.
In the analysis results, the “profile statistics” show that the largest demographic of lottery ticket purchasers is female, aged 46-55, education level of university or higher, working in finance/insurance, with monthly income of between 20001-40000 NTD and with amount purchased being less than 10% of their monthly income. With respect to “purchase behavior”, the majority of consumers purchase computer lottery tickets and use the kiosks for number selection, they purchase the lottery tickets on the day of the prize, purchase instant lottery tickets at the ticket sales location, and will get friends, classmates or co-workers to pool funds for lottery ticket purchases. With respect to “purchase motivation”, the majority of consumers pointed to being able to contribute to public welfare while having a chance to win the jackpot, leisure and entertainment, spending a little for big potential gain, the environment or their friends entices them, pooling funds increase chances of winning, or because they are attracted by bonus numbers. Finally, with respect to “purchase intention”, the majority of consumers purchase because they are attracted to the lively atmosphere in the lottery ticket shops and because winning makes them feel excited and confident.


摘要 i
英文摘要 ii
謝誌 iv
目次 v
表次 vii
圖次 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍 5
第四節 研究流程 5
第二章 文獻探討 7
第一節 彩券產業概況 7
第二節 公益彩券類型 9
第三節 購買動機 20
第四節 購買意願 25
第五節 消費者行為 27
第三章 研究設計與方法 31
第一節 研究架構與假設 31
第二節 變數操作 32
第三節 問卷架構 35
第四節 資料分析方法 36
第四章 結果與討論 38
第一節 資料統計敘述分析 38
第二節 問卷資料檢定分析 42
第三節 平均數與標準差 49
第四節 研究假說檢定 53
第五節 線性迴歸 61
第五章 總結 75
第一節 結論 75
第二節 建議 78
參考文獻 80
中文文獻: 80
英文文獻: 81
附錄 84
附件一 專家效度檢核意見問卷 84
附件二 正式問卷 89

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相關網站:
台灣彩券網站,2018
http://www.taiwanlottery.com.tw/index_new.aspx
財政部史料陳列室,2018
http://museum.mof.gov.tw/ct.asp?xItem=16389&ctNode=38&mp=1

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