Study On Evaluation Of Sports Lottery Purchasing Motivation In Shanghai

As with the rapid development of sports lotteries, the lotteries purchase of sports lottery consumers achieved more and more attention from researches. The lotteries purchasing motivation is the main reason to buy lotteries and therefore is much more significant for researches. Motivation is a kind of internal psychological process or internal power which instructs, motivates and maintains individual activities by subjects or objectives. The strength of purchasing motivation of sports lottery consumers directly influences their purchasing enthusiasm and then influences their purchasing behavior. There are many researches about motivation but few researches on the evaluation of the purchase motivation of sports lottery consumers. This essay would summarize a evaluation scale for sports lottery consumers purchasing motivation and have evaluation for consumers in Shanghai City, and then, rely on the results, put forward for some recommendations for sports lottery sales in Shanghai, which has great theoretical meaning and practical value.This essay used methods including literature data method, interview method, questionnaire and so on to have the evaluation study on the lottery purchasing motivation on the consumers in Shanghai City and then reached the following conclusions:First, the research of lottery purchasing evaluation of domestic sports lottery consumers hasn’t formulate a scientific system currently and the current evaluation method is not reasonable.Second, the evaluation index system of sports lottery consumers involves 3 first-class indexes(internal motivation, external motivation and no motivation); 7 second-class indexes(learning motivation, achievement motivation, stimulation experience motivation, external regulation motivation, recognition adjustment motivations, injective adjustment motivation, no motivation, among them, the internal motivation includes learning motivation, achievement motivation, stimulation experience motivation while the external motivation includes external regulation motivation, recognition adjustment motivations, injective adjustment motivation, no motivation); and 24 three-class indexes(feel happy and satisfied during the learning progress for new lottery knowledge, feel of much satisfaction for commanding lottery skills with a certain difficulty, feel fun for trying new playing method, get satisfaction for learning interested new method, enjoy the excitement and pleasure for purchasing lotteries, buy lotteries for winning moneys, and so on.)Third, demographic variables(gender, age, education background) bring some influences on lottery purchasing motivation factors for Shanghai lottery consumers. For gender, there is no obvious difference for lottery purchasing motivation factors for Shanghai lottery consumers. For age, there are great differences in learning motivation, achievement motivation, stimulation experience motivation, injective adjustment motivation between young and elder Shanghai lottery consumers. That is to say, the younger consumers have lower internal motivation. For education background, compared with higher education background, the lottery consumers with lower education background have high learning motivation and injective adjustment motivation.Forth, for the 7 purchasing factors, the internal motivation of Shanghai sports lottery consumers are higher than external motivation which illustrates that Shanghai sports lottery consumers are rational.Fifth,different purchasing factors have different influence on Shanghai sports lottery consumers. The external motivation factor have direct positive influences, which reflected in the injective adjustment motivation and recognition adjustment motivations of external motivations have great predictability on the purchasing sum for sports lottery consumers and injective adjustment motivation also has great predictability on the study time for lotteries. The internal motivation and no motivation have indirect positive influence for consumers which reflected in that they have positive influences on the external motivation and the latter one have direct positive influences.Sixth, the evaluation questionnaire of the sports lottery purchasing motivation composed by this essay is a valued evaluating method.