福利彩票品牌个性感知对购买福利彩票意愿的影响——以广东省为例

摘要： 基于品牌个性理论,对福利彩票品牌个性特征,及其感知对购福利彩票意愿的影响作用进行实证研究。研究发现广东省的彩民对福利彩票品牌个性的感知可分为三个感知维度,且"权威"感知和"通俗"感知对购福利彩票意愿有正向影响作用,而"势利"感知对购福利彩票意愿则没影响,同时发现购彩功利性和购福利彩票频率对它们的关系起到一定调节作用。基于上述研究结果提出了相应的福利彩票发展管理方面的建议。
Based on the theory of brand personality,this paper makes an empirical study on the brand personality traits of Welfare Lottery and the influence of its perception on the intention of buying Welfare Lottery.The results showed that:(1)consumers' perception of the brand personality of Welfare Lottery can be divided into three perceived dimensions in Guangdong Province;(2)the authority perception and popular perception has a positive effect on the intention of buying Welfare Lottery while the snobbish perception has no effect;(3)the utilitarian and frequency of purchasing Welfare Lottery plays a regulatory role on those relationships above.Combined with the results,we propose some corresponding recommendations for the development management of Welfare Lottery at last.This study would fill the blank of brand personality research of China's Welfare Lottery,and provide an available theoretical reference for Welfare Lottery's brand building and marketing promotion.