| 体育彩票消费者行为研究 |
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| 引用本文： | 李英.体育彩票消费者行为研究[J].西安体育学院学报,2003,20(2):25-27. |
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| 作者姓名： | 李英 |
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| 作者单位： | 涪陵师范学院,体育系,重庆,涪陵,408003 |
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| 摘 要： | 笔者通过微观经济学原理结合体育彩票消费者行为理论和决策效用理论,对体育彩票消费者行为的预期效用和类型进行分析。结果显示:当效用函数u(y)大于金钱效用m(y)时,消费者选择购买体育彩票,消费者行为类型分为风险规避型、风险中性型和风险嗜好型,三种类型受多种因素的影响并相互转换。
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| 关 键 词： | 体育彩票 消费者行为 微观经济学 类型 |
| 文章编号： | 1001-747X(2003)02-0025-03 |
| 修稿时间： | 2002年11月2日 |
Study on Consumers' Behavior in Sports Lottery |
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| LI Ying.Study on Consumers'''' Behavior in Sports Lottery[J].Journal of Xi'an Institute of Physical Education,2003,20(2):25-27. |
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| Authors: | LI Ying |
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| Abstract: | Based on the principles of microeconomics, consumers? behavior theory, and decision utility theory this paper analyzes the expected utility of sports lottery consuming behavior and different consumer types. The analysis shows that; 1) when the values of utility function is larger than that of money function, consumers will purchase sports lottery, or they will not; 2) consumers fall within the following three types: risk avoidance type, neutral risk type and risk addicted type, of which they can be affected by different factors and may convert to one another. Through the analysis this paper put forward valuable suggestions to the sound development of China's sports lottery industry. |
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| Keywords: | sports lottery consumers' behavior Microeconomics |
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