| Currently,under the influence of the Internet lottery ban,sports lottery credibility decline,and the impact of COVID-19 and other factors,the development of China’s sports lottery industry has slowed down,and lottery sales have decreased year by year,blocking the realization of the vision of healthy and sustainable development of China’s sports lottery industry.The decline of sports lottery sales reflects the reality that consumers’ willingness to buy lottery is decreasing,and stimulating consumers’ willingness to buy lottery is an important guarantee to promote sports lottery sales,stabilize the market share of competitive lottery and promote the healthy and sustainable development of sports lottery industry.To explore the formation process of different consumers to buy the color intend and influence mechanism,this study is based on micro consumer psychological perspective,to stimulate the body-response theory as the theoretical basis,the consumer behavior and social psychology knowledge,build quizzes type sports lottery to buy color will theory model,and using the method of literature,mathematical statistics,etc.,Type 469 contest sports lottery consumers as the research sample,the binary enthusiasm for quizzes type sports lottery consumers to buy the color will the mechanism of action,and from the perspective of social impact into the sense of trust and peer influence,discusses the sense of trust in the consumer dual enthusiasm for purchasing the color will affect the intermediary role and peer influence adjustment.In theoretical model derivation and empirical analysis,this paper draws the following conclusions :（1）the dual enthusiasm of sports lottery consumers（paranoid enthusiasm and harmonic enthusiasm）has a positive prediction effect on their purchasing intention and perceived trust,and the improvement of perceived trust can effectively stimulate consumers’ purchasing intention.（2）Perception trust plays a partial mediating role in the process of consumers’ binary enthusiasm（paranoid enthusiasm and conciliatory enthusiasm）affecting their purchasing intention,which indicates that the sports lottery consumers of guessing type can not only directly affect their purchasing intention,but also further affects their purchasing intention through improving perception trust.（3）Moderating passion can partially influence consumers’ willingness to buy a lottery through perceptual trust,and the first half of the mediation process is moderated by informational influence.Under the influence of high information,perceptual trust has a stronger mediating effect in the process of moderating passion influencing consumers’ willingness to buy a lottery.In addition,the first half path of the mediation process is also moderated by normative influence when the moderating passion affects the intention to buy lottery through perception and trust,which shows that the moderating effect is significant when the normative influence is high,but not significant when the normative influence is low.（4）There is no significant moderating effect of informational influence and normative influence on the mediating process of consumers’ paranoid enthusiasm influencing their purchase intention through perception and trust.To improve the sales channels of sports lottery,stimulate the willingness of lottery buyers,promote the steady growth of sports lottery sales,and realize the healthy and sustainable development of the sports lottery industry,this paper puts forward the following suggestions based on the research conclusions :（1）subdivide the consumption market of sports lottery,implement differentiated management and fine service;（2）Improve the purchasing color consumption decision-making environment,strengthen the publicity effect of competition color;（3）Deepen the cognition of purchasing color responsibility and stimulate consumers’ enthusiasm for purchasing color;（4）Improve the construction of sports lottery credibility and cultivate consumers’ perception and trust... |
PDF Full Text Request