福利彩票品牌個性感知對購買福利彩票意愿的影響——以廣東省為例

摘要： 基于品牌個性理論,對福利彩票品牌個性特征,及其感知對購福利彩票意愿的影響作用進行實證研究。研究發(fā)現(xiàn)廣東省的彩民對福利彩票品牌個性的感知可分為三個感知維度,且"權威"感知和"通俗"感知對購福利彩票意愿有正向影響作用,而"勢利"感知對購福利彩票意愿則沒影響,同時發(fā)現(xiàn)購彩功利性和購福利彩票頻率對它們的關系起到一定調(diào)節(jié)作用。基于上述研究結果提出了相應的福利彩票發(fā)展管理方面的建議。
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.