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Articles
  • Consumer Motivation of College Students in Taiwan for Purchasing Sports Lottery   [MASS 2012]
  • Author(s)
  • Hsiu-Chin Huang, Yi-Hsuan Lai, Chao-Ping Tan, Chia-Ming Chang
  • ABSTRACT
  • The objective of this study is to understand the difference in consumer motivation of college students in Taiwan regarding their background variables. Participants were students from twenty randomly selected colleges and universities in northern Taiwan. Twenty questionnaires were distributed at each school using convenience sampling. A total of 400 questionnaires were distributed. Research tools include: sports lottery consumer motivation scale and background variables. Statistical analysis of the data from the questionnaires showed that the year of study variable on consumer motivation for purchasing sports lottery reached significance, while variables such as gender and whether or not one is on the athletic team did not reached significance. Results from this study would provide reference for sports lottery operators as well as future research.
  • KEYWORDS
  • sports lottery, consumer motivation, college students.
  • References
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