Study On The Behavior Characteristics And Their Influencing Factors Of Lotteries In Yangling

Since the issuance of the first "social welfare prizes" in 1987,Chinese lottery industry has been developing rapidly.The development of the lottery industry has played a huge role in promoting the development of social welfare undertakings.However,it also has a negative impact on the psychology and behavior of few lotteries who regard buying lotteries as gambling.They spend a lot of money in the activities of buying lotteries.And few lotteries even regard buying lotteries as their occupations,almost bubbling in the lottery sale outlets every day.It will affect the lotteries' own normal socio-economic life,and sometimes even make their psychological distortions,thus endangering social order.Therefore,it is very important to study lotteries' behavior characteristics of buying lotteries,so that lotteries can consciously understand their own behavior characteristics of buying lotteries.And based on this,lotteries can revise and perfect their behavior of buying lotteries.Based on the perspective of the Careless Money,this paper uses the questionnaire and the typical interview method to take the 450 lotteries in Yangling Demonstration Area of Xianyang City,Shaanxi Province as the survey object.Based on the study of Yangling lotteries' personal characteristics and the behavior characteristics of buying lotteries,this paper analyzes the influencing factors of whether the lotteries care about the money.First of all,this paper do the descriptive statistical analysis of lotteries' personal characteristics and the behavior characteristics of buying lottery.The personal characteristics analysis of Yangling lotteries includes gender,age,education,occupation,etc.The behavior characteristics of buying lottery analysis includes the type of lottery,the amount of money to buy lottery,whether the lotteries care about the money,the motivation to buy lottery and the frequency of buying lottery;Then by using SPSS 21.0 statistical software,the control variables that may affect whether the lotteries care about the money—gender,age,educational level,occupation,burden factor,risk appetite,average monthly income,the motivation to buy lottery,the frequency of buying lottery,number of awards,the time to go to the lottery shop,the money to go to the lottery shop,family support,the amount of friends buying lottery were analyzed by one-way ANOVA.The variables with no significant effect were eliminated.They are gender,age,the motivation to buy lottery,the frequency of buying lottery,number of awards,the time to go to the lottery shop and the money to go to the lottery shop.And I use the seven significant variables in the single factor analysis as the independent variables,and use whether the lotteries care about the money as the dependent variable.Then establish the binary variable Logit model to do the Regression analysis and testing,trying to analyze what will influence whether the lotteries care about the money.The results show that whether the lotteries care about the money is positively correlated with burden factor,the amount of friends buying lottery in one hand,it's negatively correlated with cultural level,average monthly income and family support in the other hand,but no significant impact with the occupation and risk appetite.In addition,on the basis of survey data,this paper puts forward some practical suggestions to promote the development of Yangling lottery industry.They are consciously understanding and amending lotteries' behavior of buying lotteries;Standardized management of lottery shops;Enriching lottery varieties;Implementing diversification strategy;Broadening the sales channels;Strengthening the publicity of the public welfare image of lottery and so on.