| As a financing tool of “taking the people and using it for the people”,the sports lottery industry has provided important economic support for the development of sports and social public welfare in China,which is closely related to the increasing number of lottery buyers of our country.It is estimated that China’s regular lottery-buyer accounts for 13.4% of the total population,in terms of China’s 1.39 billion people in 2018,and the number of lottery players is about 190 million.It can be seen that at present,the number of lottery buyers in China is very large,and lottery purchase behavior is very common.However,in such a rapid development process,China’s sports lottery industry has gradually highlighted some problems and the most influential part is the problem gambling.Problem gambling does not only adversely affect on individual,family and professional pursuits,but also is not conducive to the construction of a harmonious society.Lottery purchase behavior is influenced by many factors,among which lottery-related cognition is an important factor in the formation and maintenance of problem gambling.However,among the many lottery-related cognitive factors,such as control illusion,predictive control,and explanatory deviation,the important role of expectations of lottery purchase for lottery behavior has attracted more and more attention from researchers.Research suggests that the individual’s expectation of the outcome of the specific behavior can strongly predict the individual’s future behavior.In the lottery consumption,expectation of lottery purchase refers to the expectation of the consequences of buying lottery tickets,and is the belief of people buying lottery’s the cognitive,emotion and behavioral consequences.According to different valence,expectation of lottery purchase can be divided into the negative expectation and the positive expectation.The lottery expectation is more mature in foreign research,especially in the field of gambling.However,in the field of lottery gambling in China,it has begun to attract the attention of researchers in recent years,and it has only been studied as a variable,not a separate study.At present,the foreign lottery field have found that positive lottery expectation aggravates problem gambling behavior,and negative gambling expectation may inhibit the occurrence of the problem gambling.Based on this,we propose: in China’s lottery consumption field,what is the relationship between expectation of lottery purchase and lottery purchase behavior? How does the expectation of lottery purchase have an effect on the lottery purchase behavior together with other lottery purchase cognition? What is the process of decision on lottery purchase for lottery buyers? In-depth understanding of the relationship between the expectation of lottery purchase and lottery purchase behavior can not only give a better understanding of the relationship between expectation and behavior in theory,but also have important practical value for reducing or correcting the problem of lottery purchase behavior.Therefore,this study mainly studies the expectation of lottery purchase and its influence on the decision and behavior of lottery purchase through the following steps:First of all,given the fact that there is no specialized evaluation tool to measure expectations of lottery purchase,the first step is to draw up a scale of sports-lottery buyers’ expectations of lottery purchase.In addition,research has been made on 946 sports-lottery buyers’ expectations of lottery purchase and problematic lottery purchase.Based on gambling cognitive theory model,the thesis not only makes a study on the intermediary role existing in relationship between expectations of lottery purchase and problematic lottery purchase,but also analyzes factors that may affect expectations of lottery purchase and problematic lottery purchase.Fourthly,from the perspective of positive expectations of lottery purchase,research on the decision-making process of buying lotteries through backtracking investigation and mimicry experiment helps to build up lottery buyers’ decision-making framework.At the same time,decision-making biases in the decision-making process of buying lotteries and its effects on lottery buyers’ behaviors have been analyzed as well.Fifthly,to further explain complex reasons existing in phenomena of previous studies,on the basis of decision-making,the thesis makes a study on guessing lottery buyers decision-making model by interviewing so as to explore what lottery buyers’ decision-making process and model are in the whole dynamic inference and decision-making process.In terms of double systems in lottery buyers’ decision-making model,the thesis analyzes how heuristic system based on intuition(system 1)and analytic system based on reason(system 2)work.On the basis of interview research,double intermediary conceptual model of lottery buyers’ experience and achievements have been constructed.Sixthly,through investigating guessing lottery buyers,system 1,system 2,and double intermediary conceptual model is examined.Analysis above helps to draw the following conclusion:1.The scale of sports-lottery buyers’ expectations of lottery purchase includes two sub-scales,positive expectations of lottery purchase and negative expectations of lottery purchase.Positive expectations include money,material gains,pleasure,and social gains.Negative expectations include negative emotions,bad social results factors,and personal factors.This scale with good reliability and validity as well as stable structure can be used as a tool to measure domestic lottery buyers’ expectations of lottery purchase.2.It is helpful to know lottery buyers’ basic features.The male are more than the female.Most of lottery buyers are 31 to 40 years old.Male buyers’ positive expectations are higher than female buyers’,while female buyers’ negative expectations are higher than the male buyers’.Growing age may increase lottery buyers’ positive expectations and reduce negative expectations.3.Both positive expectations and negative expectations of lottery purchase obviously go towards negative predictions and problematic lottery purchase.Fun awakening can positively predict the problematic lottery purchase behaviors.Negative emotions,negative social consequences factors,and negative personal influence factors can significantly predict the serious level of problematic lottery purchase.4.The negative expectation of lottery purchase is negatively corelated with the impulsive purchase,the cognitive bias of the purchase and the problematic purchasing behavior.5.There are six different ways that the positive expectations of lottery purchase affect the problematic lottery purchase: the direct prediction of positive expectations of lottery purchase;negative expectations of lottery purchase,cognitive bias,and the intermediary role of impulse;the chain mediation between negative expectations of lottery purchase and cognitive bias,between negative expectations of lottery purchase and impulse purchasing,between negative bias and the impulse of purchase.6.Understand the purchase decision strategies of sports lottery buyers.The main lottery strategy for digital lottery buyers is based on random selection,lucky numbers,number charts and special numbers;Lottery buyers showed typical control illusions,fallacies of gamblers,common fallacies and popular and unpopular numbers phenomena;The main strategy for betting lottery buyers to bet is based on the team’s background information,knowledge based on football or basketball,choosing their favorite team to bet and buying with others;Quiz-type lottery buyers exhibit typical home bias and familiar preferences.7.The lottery purchasers’ purchase decision process consists of 6 stages.They are the emergence of the purchase demand,the selection of a certain game,the determination of the type of gameplay,the collection of information,the comparison of the scheme,the betting strategy/method,and the evaluation of the results after the bet.8.The quiz-type sports lottery purchaser adopts two decision-making methods in the purchase lottery,namely analytical decision(system 2)and heuristic decision mode(system 1);System 1 and System 2 have a mediating effect on the relationship between the purchase experience and the rates of return on the purchase;Among them,system 1 plays a partial intermediary role,and the intermediary role of system 2 in this relationship is not significant;The purchase experience has a positive predictive effect on the rates of return on the lottery purchase. |
PDF Full Text Request