林文郎Lin, Wen-Lang2017-02-222025-07-302017-02-222017-02-22https://ir.ntus.edu.tw/handle/987654321/70835學位類別：碩士校院名稱：國立台灣體育大學系所名稱：運動管理學系碩士班學號：19605114畢業學年度：97年論文頁數：107頁　　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.目　次 第壹章　緒論…………………………………………………………1 　第一節　研究背景與動機…………………………………………1 　第二節　研究目的…………………………………………………2 　第三節　研究問題…………………………………………………2 　第四節　研究範圍與限制…………………………………………2 　第五節　名詞解釋…………………………………………………3 　第六節　研究預期貢獻……………………………………………4 第貳章　文獻探討……………………………………………………5 　第一節　賭博與運動競賽…………………………………………5 　第二節　運動博奕(Sports Betting)…………………………………6 　第三節　運動彩券(Sports Lottery)…………………………………9 　第四節　全球發展現況……………………………………………10 　第五節　運動彩券消費動機之相關理論…………………………23 第叁章　研究方法……………………………………………………41 　第一節　研究架構…………………………………………………41 　第二節　研究假設…………………………………………………42 　第三節　研究對象與抽樣方法……………………………………42 　第四節　研究工具…………………………………………………43 　第五節　研究流程…………………………………………………51 　第六節　資料處理…………………………………………………53 第肆章　結果與討論…………………………………………………54 　第一節　樣本結構分析……………………………………………54 　第二節　運動彩券消費動機之統計分析…………………………60 　第三節　人口統計變項與運動彩券消費動機差異性考驗………63 第伍章　結論與建議…………………………………………………74 　第一節　結論………………………………………………………74 　第二節　建議………………………………………………………75 參考文獻………………………………………………………………78566309 bytesapplication/pdf賭博;運動博弈;運動彩券;消費動機Gambling;Sports Betting,;Sports Lottery;Consumption Motivethesis