高高屏地區大學生對運動彩券行銷組合活動認同程度之現況探討

The Marketing Mix in Sports Lottery A Study Based on Undergraduate Students from the Southern Taiwan Region

隨著社會環境迅速變遷，工作時數減少，大眾認為休閒比過去工作賺取金錢更為重要，促使運動產業發展更趨成熟；如何經營運動產業，已成為世界各國的重要議題之一。現代運動彩券在二次世界大戰後興起，目前近70 多個國家發行運動彩券，包括歐洲、北美洲、亞洲等，以其募集資金，推廣體育運動。然而運動彩券即為一種商品，需要被購買，才能夠達到推廣運動風氣的目的，因此本研究欲瞭解不同運動彩券行銷組合活動認同程度之現況本研究以高高屏（高雄市、高雄縣、屏東縣）地區的公私立大學學生為本研究的調查對象。探討運動彩券行銷組合活動之現況。施測時採用集群抽樣，抽取有效樣本543 份。問卷回收後，資料處理以SPSS12.0 for Windows 進行統計分析，以描述統計分析運動彩券行銷組合活動之現況，作為政府或業者在發行時參考依據，使運動彩券永續發行。

This study attempts to understand the undergraduate students’ perception on marketing mix of the sports lottery. Along with rapid change of the society and ever lowering working hours, the public valued leisure much more than what they used to and, now, earning money was no longer the superior priority. This new era provided a grant opportunity for the sports industry, in so how to improve the business became one of major topics around the world. Emerging after the World War II, today, modern sports lottery had followers in Europe, North American, and Asia with more than 70 countries, using it as an instrument for sports promotions and fund-raisings. Sports lottery was nonetheless a kind of products and, as a product, being exchanged with prospective would be the only way to achieve its purpose as what it was launched. The survey was designed to collect information about 4P’s for the sports lottery, and sent out the undergraduate students in Kaohsiung and Pingtung area. Using cluster analysis, 543 samples were determined usable, and then was processed by SPSS12.0 for Windows for further analyses. The result had painted a statistical picture about current perception of undergraduate students on the 4Ps in the sports lottery business. This would be a valuable source of reference for both governmental agencies and private industries in their policy or decision-making.