The Study on lifestyle and consumer behavior of consumers of Taiwan Sports Loterry in Taipei City.

[[abstract]]The study based on lifestyle and consumer behavior theory, in order to figure out characteristics and situation of consumer’s behavior of Taiwan Sports Lottery in Taipei City, and as a method to understand the market of Taiwan Sports Lottery. The study use Questionnaire as the method, subjects were consumers who ever played Taiwan Sports Lottery in Taipei City. And the valid samples are 392, The statistical techniques applied are descriptive statistics, factor analysis, cluster analysis, discriminant analysis, chi-square test, t-test, one-way ANOVA and Pearson’s correlation coefficients. The Major findings were follows: 1. Main consumers of Taiwan Sports Lottery were males between ages 20-40. 2. Most consumers of Taiwan Sports Lottery had habit on watching sports events. 3. Internet has become the most important source of information rather than traditional mass medias. 4. Baseball is still the most popular target of bidding in Sports Lottery. 5. The more definite the consumer’s lifestyle, the more motivation they bought sports lottery. Also, there are significance relationships between lifestyles and motivation of buying. Based on the results of study, in order to gain more success, Taiwan Sports Lottery needs to put gender, age, and favorite media into consideration when they putting marketing strategic.