Psychological and Behavioral Characteristics of High-income Consumers in Sports Lottery

Based on the questionnaire and interview,high-income consumers' psychological and behavioral characteristics in sports lottery were surveyed in ten provinces of China,and compared with high-income non-consumers and ordinary consumers.The findings indicated as follows: Firstly,risk appetite,purchasing cognitive,economic utility and external information function were important factors distinguishing high-income consumers from high-income non-consumers.High-income consumers' scores in above four factors were all significantly higher than high-income non-consumers'.Secondly,high-income consumers mainly understood lottery by website and buy lottery at the point-of-sale,however,less than ordinary consumers,and more than ordinary consumers by website;The monthly amount of purchase lottery is twice of ordinary consumers,while the proportional relations between monthly amount of purchase lottery and monthly income is only one-third of ordinary consumers;The proportion of buying quiz-type lottery was significantly higher than that of buying other lotteries.Finally,marketing strategies for high-income consumers were suggested.