Analysis of the Influencing Factors of Lottery Consumers' Purchasing Behavior

Minjin Kho

doi:10.54097/ab1jfa90

Authors

Minjin Kho Bejing Chaoyang RCF Dongba School, 100018, Beijing, China

DOI:

https://doi.org/10.54097/ab1jfa90

Keywords:

lottery, consumer behavior, psychology.

Abstract

Lottery, as a global form of entertainment and investment, is diverse in types and attracts a large number of consumers. In recent years, the profit from lottery in China has been huge. To have a more thorough understanding of this consumer group, this article will analyze the influencing factors of lottery purchasing behavior among young consumers by combining psychology. This study collected data by distributing questionnaires and found that the main purchasing factor for lottery consumers was to improve their economic situation by buying lottery tickets to win prizes, while a small number of people bought lottery tickets for entertainment purposes. And after winning the lottery, they will exhibit irrational behavior, that is, they will continue to buy lottery tickets after winning, overestimating the low probability of winning events. The investigation of this study compensates for the previous understanding of the short-term impact of consumers' lottery purchases and their behaviors when purchasing lottery tickets, providing a better understanding. This helps to alert consumers to maintain a rational attitude and have a clear purpose when purchasing lottery tickets. It also enables merchants to have a better understanding of the psychology and behavior of the consumer group.

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