Relationship between Sport-Lottery Consumers ' Purchase Intentions and Amounts: Regulatory Effect of Satisfaction of Sport-Lottery Purchase

The study used questionnaire to investigate sport-lottery consumers in ten provinces( cities) in China, discussing the relationship between sport-lottery consumers' purchase intentions and amounts as well as its satisfaction. The results find that there is a significantly positive correlation between the purchase intentions and amounts of purchase,whereas purchase satisfaction plays the role of regulatory effect. That is to say,the higher purchase satisfactions are, the weaker purchase effects on the amounts. The satisfactions of sport-lottery purchase include the satisfaction of lottery design,of lottery sales environment and lottery management. The first two satisfactions have regulatory effects on the relationships between lottery purchase intention and amounts,though no effect has been found in lottery management department. The study hence puts forward some countermeasures on the management of sports lottery in China.