Research On Psychological Mechanism Of Problem Gambling In Consumption Of Sports Lottery In Shanghai

Sports lottery promotes the development and reform of sports industry of our country. It has become an important economic pillar of sports industry. However, volume alone cannot prove its success.Whether sports lottery is "healthy, stable and sustainable" become public's focus.The unusually lotttery consumers'behavior and pscological mechanism become a new topic for future research. In this study, based on the situation of China, we researched the behavioral pattern of problem gambling and its psychological mechanism, in order to create a defensive mechanism for sports lottery and ensure the healthy and sustainable development of China's sports lottery industry. We combine the method of Literature Review and questionnares to conduct creative and in-depth study of 300 sports lottery consumers in six different districts of Shanghai, and with the following conclusions:(1) Lottery consumers in Shanghai are mostly low income citizens, most of which are married male or unmarried female. Education level of these consumers in Shanghai appears to be relatively high, while their ages are relatively young. The age structure of which has a tendency of becoming younger, with less and less aged lottery consumers.The average lottery experience is relatively short.(2) There are no problematic lottery behavour noted in Shanghai.Most lottery consumers are rational people, who show little dependency on the income of lottery and they are able to control their activities.(3)Restrictions on the bid decision of lottery consumers in Shanghai are relatively few. The awareness of the biding result is clear. The unrational behavours of Shanghai lotter consumer are focused in expression deviation and number selection.(4) Among different lotter consumer groups, sunk cost plays a factor in their daily purchase activities, and they display a hate for loss.Comparing to other lottery gropus, male, aged, married and long experience lottery consumers display dependence on lottery purchase.We suggest the following according to the conclusions above:(1)Further strengthen loyalty of current lotter consumers and introduce other groups to participate in lottery purchase (2) Cultivate healthy lottery culture and direct positive lottery activities.Firstly, government should take the responsibility of cultivating healthy gambling culture. Secondly, attention should paid to specific group and guide their gambling habbit. Thirdly, the entertainment aspect of lottery products should be raised, which can help to reduce speculation of lottery consumers, reduce psychological shock and help to prevent problematic gambling activities.