Psychological and Behavior Characteristics of Student Buyers of Sports Lottery: A Review

Abstract

Student sports lottery buyers in our study means the students who purchase lotteries up to 4 times the average month, or monthly purchases amounted to 20yuan or more. There are 46 papers about lottery purchasers, consumer psychology and behavior in and abroad over a period of 22 years (1988-2009), only two papers are about students. Based on the literature research, this study analyses the present situation of sports consumer behavior of students, including their consumption levels, the attitude towards sports lottery, factors of purchasing behavior and so on. Results suggest that students’ consumption was mainly affected by economic resources and stayed in a low level, thus almost no expense of lottery. Few students purchase lotteries frequently, many of them buy lotteries occasionally holding the mentality of curious. Finally, we will propose some strategies and further vision against the main problems in the published researches: ①broaden the objects of study and the scope of research; ②cross-regional research, considering weather the economic and geographical factors will affect the behavior of students or not; ③students purchasing behaviors and its influence factors from a psychological point of view; ④ promote screening criteria of “problem” students; ⑤ propose intervention strategies, such as the positive guidance and publicity from schools and society and mandatory laws and regulations, etc.