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Abstract
This study explored factors influencing lottery purchasing, and three independent variables, that is, motivation of lottery purchasing, money attitude, and life style were considered. The findings showed that jack pot motivation and money attitude were significantly associated with lottery purchasing.
Key words: Motivation, Money Attitude, Life Style, Lottery Purchasing
1. Introduction
The previous studies regarding lottery have focused on two topics. One is about lottery policy driven by government. The other is about consumers' attitude or behavior towards lottery. Hur (2004) investigated how components of lottery games influence purchasing behavior and the following psychological results [1]. Kim (2004) examined college students' perception and purchasing behavior of lottery. He found that positive attitude toward lottery was positively associated with satisfaction of lottery purchasing [2]. Kim and Hwang (2010) also explored factors affecting purchase intention of the lottery [3]. They found that there were significant differences in frequency of lottery purchasing between males and females. Females were significantly affected by past behavior, subjective nonns, and attitudes towards lotteries, whereas males were affected by attitudes towards lotteries. Park and Park (2015) applied theory of planned behavior theory to finding factors influencing purchase of lottery, and found that attitude towards the purchasing behavior of lottery ticket and subjective norms had a significant effect on the purchasing behavior of lottery ticket [4]. Overall, the previous studies indicated that one of the most significant variables explaining lottery purchasing is attitude towards the lottery. The limitations of those previous studies included that they tended to focus on a limited number of factors in understanding factors affecting the lottery purchasing. This current study attempts to explore factors which have been overlooked in previous studies.
2. Literature Review
2.1. Motivation and lottery purchasing
Use and gratification theory have been heavily used to explain why and how people actively seek out specific media to satisfy specific needs [5]. The theory can be applied to understanding lottery purchasing behavior. Use and gratification theory have been used in media usage, and the theory explains that people have motivation including the following areas: social and affection, need to vent negative feelings, recognition, entertainment, and cognitive needs. In lottery purchasing, people have some types of motivations, and the motivations might be significant variables to predict the purchasing...