CAJ | 학술논문

采用问卷调查法和访谈法对我国10个省（市）高收入体育彩民的购彩心理和行为进行调查，并分别与高收入非彩民及一般彩民比较。结果表明：（1）风险偏好、购彩认知、经济效用和外部信息作用因子是区分高收入彩民和高收入非彩民的重要因素。高收入彩民在上述4因子上的得分均显著高于高收入非彩民。（2）在购彩行为特征上，高收入彩民主要通过网站了解彩票；购买方式以彩票销售点购彩为主，但比例显著低于一般彩民，通过网络购彩的比例显著高于一般彩民；高收入彩民人均月购彩金额约为一般彩民的两倍，但人均月购彩金额与人均月收入之比仅为一般彩民的三分之一；购买竞猜型彩票的比例显著高于一般彩民。最后，提出促进高收入群体购彩的建议。
채용문권조사법화방담법대아국10개성（시）고수입체육채민적구채심리화행위진행조사，병분별여고수입비채민급일반채민비교。결과표명：（1）풍험편호、구채인지、경제효용화외부신식작용인자시구분고수입채민화고수입비채민적중요인소。고수입채민재상술4인자상적득분균현저고우고수입비채민。（2）재구채행위특정상，고수입채민주요통과망참료해채표；구매방식이채표소수점구채위주，단비례현저저우일반채민，통과망락구채적비례현저고우일반채민；고수입채민인균월구채금액약위일반채민적량배，단인균월구채금액여인균월수입지비부위일반채민적삼분지일；구매경시형채표적비례현저고우일반채민。최후，제출촉진고수입군체구채적건의。
Based on the questionnaire and interview, high-income consumers psychological and behavioral characteristics in sports lottery were surveyed in ten provinces of China, and compared with high-income non-consumers and ordinary consumers. The findings indicated as follows： Firstly, risk appetite, purchasing cognitive, economic utility and external information function were important factors distinguishing high-income consumers from high- income non-consumers. High-income consumers scores in above four factors were all significantly higher than high-income non-consumers＇. Secondly, high-income consumers mainly understood lottery by website and buy lottery at the point-of-sale, however, less than ordinary consumers, and more than ordinary consumers by website; The monthly amount of purchase lottery is twice of ordinary consumers, while the proportional relations between monthly amount of purchase lottery and monthly income is only one-third of ordinary consumers; The proportion of buying quiz-type lottery was significantly higher than that of buying other lotteries. Finally, marketing strategies for high-income consumers were suggested.