不同性别体育彩民购彩行为现状分析

发布时间：2019-05-08 09:46

【摘要】：采用问卷调查法、访谈法和数理统计法对全国10个省(市)体育彩民了解体育彩票途径、购彩金额、购买玩法等购彩行为现状及影响因素进行调查研究。结果表明:女性彩民在体育彩民总体中的比例较少;女性彩民了解体育彩票的途径主要为店前广告、网站和电视,通过网站了解彩票的比例显著低于男性彩民,而通过电视了解彩票的比例显著高于男性彩民;接近一半的女性彩民月购彩金额较少,且月购彩金额占月收入的比例和单次购彩金额均显著低于男性彩民;经常购买的玩法主要为数字型,且购买顶呱刮的比例显著高于男性彩民,购买竞彩的比例显著低于男性彩民;购买的原因主要为简单易懂,且选择比例显著高于男性彩民。近一半的女性彩民在有信心和特殊日期时增加购彩金额,在特殊日期时增加购彩金额的女性彩民比例显著高于男性彩民,而在号码走势明显时的比例显著低于男性彩民;家人购彩和家人对女性购彩的态度也是影响女性购彩的一个重要因素。最后,从不同女性群体的理想购彩场所,拓展与规范网站、手机购彩渠道,设计简单易懂且外观有吸引力的彩票上提出了一些营销建议。
[Abstract]:By means of questionnaire, interview and mathematical statistics, the present situation and the influencing factors of the sports lottery, the amount of the lottery, the purchase and the play method, etc. of the 10 provinces (cities) of the country are investigated and studied. The results show that the proportion of the women's color people in the sports lottery is less, the way that the female color people know the sports lottery ticket is mainly the pre-store advertisement, the website and the television, and the proportion of the lottery ticket is obviously lower than that of the male color people through the website, the ratio of the lottery ticket to the lottery is significantly higher than that of the male color people through the television; the proportion of the monthly purchasing amount and the monthly purchasing amount of the women who are close to half are less, and the monthly purchasing amount and the single color purchase amount are significantly lower than that of the male color people; and the playing method which is often purchased is mainly digital type, And the proportion of the purchasing top scraping is obviously higher than that of the male color people, and the proportion of the purchasing competition color is obviously lower than that of the male color people; the reasons for purchasing are mainly simple and easy to understand, and the selection proportion is obviously higher than that of the male color people. Nearly half of the women's color people increase the color of the color in the presence of the confidence and the special date, the proportion of the women who increase the color of the color at the special date is significantly higher than that of the male color, while the proportion of the number of the women is significantly lower than that of the male color people when the number trend is obvious; The color of the family and the attitude of the family to the women's color purchase are also an important factor that affects the women's color. Finally, some marketing suggestions are put forward from the ideal color-purchasing place of different female groups, expanding and standardizing the website, purchasing the color channel of the mobile phone, designing a simple and easy-to-understand and attractive appearance lottery ticket.
【作者单位】：华中师范大学;
【基金】：国家社会科学基金项目(09BTY020) 教育部“新世纪优秀人才支持计划”(NCET-10-0410)
【分类号】：F832.48;F224

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