The Effect of the Sport Spectator Involvements on Motivation of Purchasing Sport Lotteries for College Students

[[abstract]] 本研究主要目的在瞭解大專院校學生運動彩券消費者之背景變項在運動觀賞涉入上與運動彩券消費動機上是否有差異存在，並進一步分析運動觀賞涉入對運動彩券消費動機是否有顯著預測力。以自行編製之「運動觀賞涉入與運動彩券消費動機之量表」進行問卷調查。本研究依教育部核准設立之國內大學院校分佈比率，以分層叢集抽樣方式對台灣地區北、中、南、東及外島共40所大學學生為研究對象，共發放1800份問卷進行調查，收回有效問卷有1446份，有效回收率為80.3%，並從中過濾曾經購買運動彩券者215位為研究對象。本研究資料回收經統計分析研究發現：（一）顯示14.9%的學生曾有運動彩券消費經驗。受試者之運動觀賞涉入情形與運動彩券消費動機是趨向正面的。（二）大學生運動彩券消費者不同「性別」、「就讀地區」、「就讀學制」在運動觀賞涉入上達顯著性差異；不同「就讀學制」、「平均每月可支配金額」在運動彩券消費動機上達顯著性差異。（三）運動觀賞涉入達顯著進入方程式，表示此方程式能有效解釋消費者的消費動機之解釋變異量為13.2%。 The purpose of this study was to investigate whether college sport lotteries customers' background variables will be different according to sport spectator involvement and sport lotteries purchasing motivation; further analyze if sport spectator involvement has the possibility to predict sport lotteries purchasing motivation. This study focused on students from 40 Ministry of Education approved colleges in North Taiwan, South Taiwan, West Taiwan, East Taiwan, and off-shore islands. One thousand and eight hundreds surveys based on private ”sport Involvement and Sport Lotteries Purchasing Motivation Scale” were distributed to different colleges. Assembled 1446 valuable surveys with the efficient rate of 80.3%; furthermore, 215 people who had purchased sport lotteries previously were selected as studying samples. After statistical analysis, it was showed that: (1) 14.9% of students had experience of purchasing sport lotteries; moreover, subject's athletic involvement is directly influence to purchasing motivation. (2) There are significant different levels of sport spectator involvement according to customers' ”ages”, ”areas of school”, and ”levels of education”; moreover, different ”levels of education” and ”monthly budget” also vary the sport lotteries purchasing motivation. (3) The sport spectator involvement has significant into the equation model and can explain 13.2% variances of student's sport lotteries purchasing motivation