Research Review on the Purchase Psychologies and Behaviors of the 'three high' Sports lottery Consumers

摘要

As a mainstay of the lottery market, the consumers' psychologies and behaviors have a direct impact on themselves and the sports lottery market's development, thereby gaining more and more attentions of scholars in psychology field. Former researches found that, the present consumer group structure of the lottery is made up of more people that have less social securities, but lack a certain amount of customers whoes social securities are better. It is known that this phenomenon limited sports lottery's sustainable development in some extents. Thus, we need to stabilize the existing consumer groups and focus on cultivating the high-educated, high-level intellectuals and high-income earners consumers, we call such groups as the "three high" lottery consumers. Therefore, this article try to do a systematic analysis and comments about the domestic and foreign research status of "three high" Sports lottery consumer, psychologies and behaviors by literature review method, and then put some research ideas forward: The definition of "three high" consumers, independent and empirical researches about the "three high" consumer's psychology and behavior, longitudinal follow-up study of the cases, the establishment of "three high" consumer's purchase decision-making model, to develop targeted marketing strategies.