CAJ | 학술논문

采用问卷调查法、访谈法对我国10个省（市）的404名女性彩民和610名女性非彩民（分为购彩高意向组和低意向组）的体育彩票购彩意向影响因素进行比较研究。研究发现：1）购彩认知可有效区分女性彩民和高、低意向女性非彩民。女性彩民的购彩认知得分最高、高意向女性非彩民次之、低意向女性非彩民最低。2）家人是否购彩可有效区分女性非彩民的风险偏好和外部信息作用。家人购彩的女性非彩民其风险偏好和外部信息作用得分显著高于家人不购彩的女性非彩民。家人是否购彩亦可有效区分女性的经济效用,家人购彩的女性其经济效用得分显著高于家人不购彩的女性。3）学历可有效区分女性彩民的经济效用。随着学历水平的提升,女性彩民的经济效用得分呈下降趋势。最后,针对女性购彩提出若干营销建议。
채용문권조사법、방담법대아국10개성（시）적404명녀성채민화610명녀성비채민（분위구채고의향조화저의향조）적체육채표구채의향영향인소진행비교연구。연구발현：1）구채인지가유효구분녀성채민화고、저의향녀성비채민。녀성채민적구채인지득분최고、고의향녀성비채민차지、저의향녀성비채민최저。2）가인시부구채가유효구분녀성비채민적풍험편호화외부신식작용。가인구채적녀성비채민기풍험편호화외부신식작용득분현저고우가인불구채적녀성비채민。가인시부구채역가유효구분녀성적경제효용,가인구채적녀성기경제효용득분현저고우가인불구채적녀성。3）학력가유효구분녀성채민적경제효용。수착학력수평적제승,녀성채민적경제효용득분정하강추세。최후,침대녀성구채제출약간영소건의。
Based on the questionnaire and interview,influence factors of purchase intention were compared between 404 female consumers＇ in sports lottery and 610 female non-consumers＇ which divided into higher and lower intention groups.The main results show purchasing cognitive can distinguish effectively female consumers from female non-consumers with higher and lower intention.Female consumers＇ purchasing cognitive score is the highest,female non-consumers＇ with higher purchase intention second and female non-consumers＇ with lower intention is the lowest.Whether or not families purchase lottery is an important factor distinguishing female non-consumers＇ risk appetite and external information function.Female non-consumers＇ risk appetite score and external information function score whose families purchase lottery are higher significantly than female non-consumers＇ whose families don＇t purchase lottery.Whether or not families purchase lottery can effective distinguishing female economic utility,and the female economic utility score whose families purchase lottery is higher significantly than female non-consumers＇ whose families don＇t purchase lottery.The education level may influence female consumer＇s economic utility,the score of which becomes lower with the rise in education.Finally,some marketing proposals are made for female purchase lottery.