The Study of Sports Lottery Consumers’ Purchase Intention －The Application of the Theory of Planned Behavior

[[abstract]]The Council for Economic Planning and Development（2007）said that in 2006, the output value of leisure sports industry in America is more than 400 million U.S. dollars, and sports lottery has been an important part in the industry. Taiwan has issued sports lottery on May 2, 2008. The framework of this study was based on the Theory of Planned Behavior developed. The purpose was to confirm whether TPB could be a fitting model for explaining intentions of sports lottery consumers. There were 567 consumers including 365 consumers that ever bought sports lottery and 202 that never bought before were selected through purposive sampling. First, we collected questions through the open questionnaire to compile a structural questionnaire. And then we utilized Exploratory Factor Analysis to set up a preliminary model. Finally, we carried on the confirmation and analysis of the model. The collected data were analyzed through descriptive statistics, Confirmatory Factor Analysis, and Structural Equation Modeling. It was found that: 1. Consumers that ever bought sports lottery were more likely to buy sports lottery in next week, but the consumers thar never bought before were not. 2. The model of intentions of sports lottery consumers to purchase sports lottery established by TPB had already reached an acceptable level based on the sampled materials, but it could not match the model very well. And the inner quality of the model still remained to be improved. 3. Among all the model latent variables in influencing the intentions of sports lottery consumers to purchase sports lottery, the perceived behavioral control served as the most influential factor, and the attitude the second. The convenient condition in perceived behavioral control and the affective belief in attitude were the most influential factors.