不同性别体育彩民购彩行为现状分析

采用问卷调查法、访谈法和数理统计法对全国10个省(市)体育彩民了解体育彩票途径、购彩金额、购买玩法等购彩行为现状及影响因素进行调查研究。结果表明:女性彩民在体育彩民总体中的比例较少;女性彩民了解体育彩票的途径主要为店前广告、网站和电视,通过网站了解彩票的比例显著低于男性彩民,而通过电视了解彩票的比例显著高于男性彩民;接近一半的女性彩民月购彩金额较少,且月购彩金额占月收入的比例和单次购彩金额均显著低于男性彩民;经常购买的玩法主要为数字型,且购买顶呱刮的比例显著高于男性彩民,购买竞彩的比例显著低于男性彩民;购买的原因主要为简单易懂,且选择比例显著高于男性彩民。近一半的女性彩民在有信心和特殊日期时增加购彩金额,在特殊日期时增加购彩金额的女性彩民比例显著高于男性彩民,而在号码走势明显时的比例显著低于男性彩民;家人购彩和家人对女性购彩的态度也是影响女性购彩的一个重要因素。最后,从不同女性群体的理想购彩场所,拓展与规范网站、手机购彩渠道,设计简单易懂且外观有吸引力的彩票上提出了一些营销建议。

A Survey of Purchase Behavior of Women Consumers in Sports Lottery

Based on the questionnaire,interview and mathematical analysis,a survey of purchase behavior of women consumers in sports lottery is been completed in China.The result shows that women consumers in sports lottery accounted the low ratio of the total.Women consumers in sports lottery behavior characteristics: women consumers in sports lottery understand lottery by the way of store advertising,websites and TV,and the ratio by websites is significantly lower than that of men consumers,but the ratio by TV is significantly higher than that of men consumers;Nearly half of women’s average monthly purchase amount is low,and the proportion of the average monthly purchase amount and monthly income significantly lower than men consumers’,and also the mount of a single lottery.Often the way of purchasing games mainly is digital type,and the ratio of purchasing scratch-off game is significantly higher than men’,and the ratio of SMG lower than men’;the main cause of purchasing is simple and easy to understand,and the ratio of selection significantly higher than men consumers’.Nearly half of women consumers increase lottery-purchasing amounts when having confidence and at special date,and the number of women consumers at special date is significantly higher than men consumers’,but when the trend of number is apparent the rate is significantly lower than men consumers’;family purchasing and family attitudes is an important factor influencing women’ purchasing.Finally,some marketing suggestions from the view of different women groups’ideal lottery sites,extending and standardizing the website and mobile phone channel,designing simple and attractive lottery are put forward.