Based On The Theory Of Motivation-Behavior Under The Jiangsu Province Elderly Sports Lottery Consumers' Behavior And Psychological Characteristics

Through literature, questionnaire, interview, mathematical statistics on the behavior and psychological characteristics of Jiangsu Province Sports Lottery elderly consumer study results showed:1. The old lottery consumers lottery motivated mainly concentrated in enrich the daily life and make friends, because stimulate the entertainment and the purchase of lottery elderly population less, to award and sports do contribution ratio and non elderly lottery consumers had little difference; in the cognition of sports lottery, older consumers theoretical awareness is generally higher, but for the understanding of some new gameplay and winning skills not much, use of technology awareness is not high, they prefer to play is simple and easy to understand that open type and lotto, buy competes color technology lottery less.2. Elderly Sports Lottery Consumer sports consumption structure is relatively simple, the amount of sports lottery to buy half in 10 yuan of the following, showing their rational peace of mind, will buy lottery tickets as a way of self entertainment; on the purchase,80% of elderly consumers choose the way directly to the lottery shop to buy, choose a phone to entrust the proportion of significantly lower than those in the non elderly consumers; older consumers although rich in experience, but in buying lottery decision is not decisive and independent, showing the caution and dependence, the help lottery shop owner number most, accounted for 39.8%, followed by listening to advice from friends and lottery expert comments.3. in the purchase of color satisfaction, old lottery consumers only the satisfaction of macroeconomic policy in 3.5 above, to the lottery site most dissatisfied with, scoring M=3.32, especially is lottery site area and lottery information clarity of their purchase behavior produced a great impact. In addition, their satisfaction with the sports lottery management department and sports lottery design were 3.47 and 3.43, respectively, lower than the average 3.5, not satisfied.4. About old lottery consumers "motive behavior" difference analysis, through investigation and data processing shows that the risk preference of the elderly sports lottery consumers usually decide their consumption amount and the lottery type; decision-making approach is affected by the economic utility influence larger; frequency of consumption by risk preferences and economic utility decided; purchasing cognitive and risk preferences can often reflects the older consumers purchase Cai way.