Sports gambling as consumption: Evidence from demand for sports lottery |
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| Institution: | 1. University of New Mexico, United States;2. University of Georgia, United States;3. University of Florida, United States;1. School of Hospitality and Tourism, AUT University, PO Box 92006, Auckland 1142, New Zealand;2. School of Sport and Recreation, AUT University, PO Box 92006, Auckland 1142, New Zealand;3. Business School, AUT University, PO Box 92006, Auckland 1142, New Zealand;1. Departmentof Sport and Entertainment Management, University of South Carolina;2. Department of Human Movement Sciences, Old Dominion University;3. Center of Economic Excellence in Tourism and Economic Development, School of Hotel, Restaurant and Tourism Management, University of South Carolina;1. Suffolk University, Sawyer Business School, 73 Tremont Street, Boston, MA 02108, USA;2. University of Massachusetts Amherst, Isenberg School of Management, 121 Presidents Drive, Amherst, MA 01003, USA;1. Bordeaux Management School, CEREBEM, Department of Information, Decision, and Management, Domaine de Raba 680, cours de la Libération, 33405 Talence Cedex, France;2. Université de Poitiers, CEntre de REcherche en sciences de Gestion, 20 rue Guillaume VII Le Troubadour, 86022 Poitiers Cedex, France;3. Université Pierre Mendès France Grenoble 2, CERAG, Centre d’Etudes et de Recherches Appliquées à la Gestion, UMR 5820, IAE de Grenoble and CERAM, Nice Domaine Universitaire, BP 47-38040 Grenoble Cedex 9, France;4. University of Paris South, Faculty of Sport Science, Department of Sport Management and Marketing, Bâtiment 335, 91405 Orsay Cedex, France;1. Policy in Sports & Physical Activity Research Group, Department of Kinesiology, University of Leuven, Belgium;2. School of Sport Studies, Fontys University of Applied Sciences, The Netherlands |
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| Abstract: | Although the fact that sports lottery has become a prevalent phenomenon, it remains an under-researched area in sport management literature. Based on Conlisk's (1993) theory on the utility of gambling, an econometric model of demand for sports lottery gambling was constructed. The model assumes an experiential utility associated with sports lottery gambling, and proposes that rational consumers are mainly motivated by product attributes and marketing variables. The model is empirically examined by using a set of draw-to-draw sales data of a sports lottery in China. Time series analyses were conducted to analyze the determinants of sports lottery demand. This study revealed that ticket composition had considerable impact on the demand after partialling out information through the inclusion of an ex-post Prediction Difficulty Coefficient in the regression model. Eight percent of variance in the demand for sports lottery was found to be associated with ticket composition variables. The results provide additional evidence to the existing literature on sports gambling as consumption. The notion that nonmonetary activities associated with sports lottery gaming have a consumption value has considerable implications in terms of designing lottery products and delivering value to its consumers. |
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| Keywords: | Sports lottery Demand Time series analysis Consumption Gambling |
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