Publication:

台中市運動彩券消費動機之研究

我國於2008年5月2日開始發行運動彩券。截至目前為止，平均月銷售約為新台幣7~8億元；而非法的職業運動簽賭，單場投注的金額卻高達台幣六十億元。因此，本研究主要目的為測量運動彩券消費者的消費動機，瞭解消費者的需求以擴大市場。期望能將研究結果提供給政府及相關單位參酌，降低負面衝擊、提升運動彩券的正面價值，並促進國內運動產業的發展。研究方法使用探索性因素分析法建構問卷；資料處理方式，以敘述統計與單因子多變量變異數分析有效樣本。使用自編的｢運動彩券消費動機量表｣做為研究工具，台中市運動彩券消費者為研究對象。主要探討問題：一、台中市運動彩券消費者的消費動機；二、運動彩券消費者的人口統計變項與消費動機的差異性考驗。研究結果：一、就經濟構面而言，運動彩券消費者以國小(含)以下教育程度最多，職業以家庭主婦最多，而月收入以｢50,001-60,000元｣、｢70,001-80,000｣最多。二、就知識與技術構面而言，男性的運動彩券消費者高於女性。三、就好奇心構面而言，女性的運動彩券消費者高於男性。四、就社交構面而言，職業別為｢教職員｣的運動彩券消費者最多。依據探討的結果，做出如下的建議：一、提升競爭力；二、拓展女性運動彩券消費市場；三、增加單場投注場次與多元化即時轉播；四、提供更完整與即時的賽事資訊；五、提供運動彩券消費者溝通與交換意見的平台；六、確保運動賽事的公平性；七、保護青少年與弱勢族群；八、打擊非法運動博弈。建議後續研究可以從事不同區域、不同投注種類的調查，並對量表的模型加以驗證，做更深入的探討。

Taiwan started to issue the sports lottery in May 2, 2008. Up to now, the average monthly sales amount is NT$ 700~800 million; however, about the illegal sports gambling, the betting amount of a single game can achieve NT$ 6 billion. Hence, the research’s major objective was to measure and probe into the consumption motivation of sports lottery consumers, and understand the consumers’ demands in order to enlarge the market, expecting to provide the research results for the government and relevant units as the reference, lower the negative impact, elevate sports lottery’s positive value, and promote the development of domestic sports industry. In this research, Exploratory Factor Analysis (EFA) was adopted as the research method to construct the questionnaire; at the part of data processing method, the valid samples were analyzed by Descriptive Statistics and One-way Multivariate Analysis of Variance. The self-edited “The Motivation Scale for Sports Lottery Consumption” was used as the research tool, and Taichung City sports lottery consumers were taken as the research subjects. The research mainly explored: 1. The consumption motivation of Taichung City sport lottery consumers; 2. Test the difference between sports lottery consumers’ population statistics variables and consumption motivation. The research results are as follows: 1. At the economic factor: the educational degree of elementary school (including below) was the most among the sports lottery consumers, the occupation of housewife was the most among the those consumers, and the monthly income of “NT$ 50,001-60,000” or “NT$ 70,001-80,000” was the most among those consumers. 2. At the knowledge and technology factors: the male sports lottery consumers were higher than the female ones. 3. At the curiosity factor: the female sports lottery consumers were higher than the male ones. 4. At the social factor: the occupation of “teaching and administrative staff” was the most among the sports lottery consumers. According to the results of exploration, the suggestions were proposed as follows: 1. To promote the competitiveness; 2. To expand the female sports lottery consumption market; 3. To increase the single game betting and diversified live broadcast; 4. To offer more complete and live match information; 5. To provide sports lottery consumers a platform of communication and opinion exchanging; 6. To ensure the fairness of sports games; 7. To protect the teenagers and minority group; 8. To buffet illegal sports gambling. I suggest that the subsequent researchers should be engaged in the investigation of different regions and diverse betting categories, and test and verify the models of the scale(s) to do more deep-going exploration.