樂透購買行為、金錢態度和其它強迫性行為之關係

The Impact of Money Attitude and Other Addicted Behaviors on Lottery Buying Behaviors

10.29931/MR.200706.0006

張威龍(Wei-Lung Chang)；鄭如珍(Ru-Jen Cheng)；蕭君華(Chun-Hua Hsiao)

強迫性購買行爲 ； 金錢態度 ； 樂透購買行爲 ； Compulsive Behaviors ； Money Attitude ； Lottery Ticket Buying Behaviors

行銷評論

4卷2期（2007 / 06 / 01）

243 - 261

繁體中文

近年來台灣仿效國外發行全國性的樂透彩，造成全國性的風潮。樂透彩雖強調其公平性的機率，但對於購買者因其以小搏大的心理因素，持續不斷的購買彩劵，會造成個人的損害及對社會產生不良的後果。本研究的目的以其它強迫性行爲、金錢態度、爲自變數，樂透與吉時樂強迫性購買行爲與購買樂透與吉時樂頻率爲應變數。爲驗證研究假設，擬邀請400多位測試對象，並採用LISREL統計方法實証樂透購買者之金錢態度、是否有其它強迫性行爲與樂透彩、吉時樂強迫購買行爲與頻率的關係。結果顯示電玩與樂透彩強迫性購買行爲有顯著的關係。權力、時間保留與與吉時樂強迫購買行為有關。

Recently national lottery was issued and gained popularity in Taiwan as it was in overseas. Despite of emphasizing on even chance, Lottery draws great attractions of winning a big fortune by waging a small amount of money. However, if the lottery players continue buying the tickets without self-control, it might cause serious consequences for individuals and for our society. The main purpose of this study is to examine the effect of money attitude and other addicted behaviors on both lottery and scratch-cards buying behaviors which include frequency and compulsiveness. A sample of 400 respondents was collected and Structural Equations Modeling (SEM) was employed to test the hypotheses in an integrated model. The results of this study suggest that first, addicted behaviors such as computer games addiction were related to lottery buying compulsiveness. Second, the subconstructs of money attitude-power and retention-time were related to scratch-cards buying compulsiveness.

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