Influential Factors of Purchase Decisions of Sports Lottery: An Application of Means-End Chain Theory

Recently, the profit from sports lottery became an important source of funding for the development of Taiwan's sports industry. However, Taipei Fubon Bank, the first publisher of Taiwan sports lottery had given up to bid the operating rights, because of the deficit from poor sales. Therefore, this study focused to explore the influencing factors that affecting the purchase of sports lottery, and understanding what critical attributes of sports lottery could influence the consumer's perceived values and purchasing decisions. In this study, means-end chain theory and laddering methodology were employed to interview the consumers of sports lottery. The result of interviews were categorized with content analysis and expressed in hierarchical value map. The results shows 5 critical attributes of sports lottery (compensation rate, convenience of betting, sport types etc.), 13 consequences that were connected to the attributes (fun, enhancing social relation, wealth etc.) and 9 values that were connected to the consequences (excitement, sense of achievement, sense of belonging etc.). We concluded that the main path related to attributes of sports lottery was the link between pre-games analysis and consequences right betting decision, fun and enhancing social relation. The personal value, fun and enjoyment in life, was driven by the three consequences.