Based on UTAUT Model: Multi-factor Analysis of Internet Sports Lottery Consumption Behavior
Journal Title: Health Science and Management - Year 2022, Vol 1, Issue 1
Abstract
Internet sports lottery is an important channel for the future development of lottery industry. Using UTAUT model, this paper discusses the consumption behavior of Internet sports lottery under multiple factors. In this study, “purposive sampling” and snowball sampling are adopted to select samples; At the same time, the adjustment effect is analyzed by citing demographic characteristics, and the variable path relationship of UTAUT model is deeply excavated. The results show that performance expectation and promoting factors have significant effects on attitude towards lottery, and perceived risk has significant effects on attitude and behavior characteristics.
Authors and Affiliations
Runyu Zhang
Keywords
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- EP ID EP752162
- DOI 10.62091/HSM2022002
- Views 38
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