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博碩士論文 etd-0730109-170401 詳細資訊
Title page for etd-0730109-170401
論文名稱
Title
博弈動機、博弈選擇與博弈投入程度之關係研究
The Relationships among Gambling Motivation, Gambling Choice, and Gambling Involvement
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
89
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2009-07-29
繳交日期
Date of Submission
2009-07-30
關鍵字
Keywords
博弈動機、博弈投入程度、運動彩券、樂透彩券
Sports Betting, Gambling Involvement, Gambling Motivation, Lottery
統計
Statistics
本論文已被瀏覽 5857 次,被下載 11
The thesis/dissertation has been browsed 5857 times, has been downloaded 11 times.
中文摘要
時代在進步,社會在改變,隨著博弈產業的發展與觀念的轉變,博弈不再只是萬惡淵藪,人們為了追尋生活品質與多樣性,參與博弈活動的比例逐漸升高,如:有夢最美的樂透彩券以及具有高度刺激感的運動彩券。本研究主要目的為探討博弈動機、博弈選擇以及博弈投入程度之間的關係,瞭解不同的博弈動機是否將選擇不同的博弈活動類型,而不同的博弈活動類型是否導致不同的博弈投入程度;本研究樣本總數為827人,採用網路問卷與紙本問卷之方式,針對在兩個月內至少參與一次彩券投注的博弈者進行研究假設之驗證。
研究結果發現,博弈動機對博弈活動的選擇有顯著影響能力,其中,內在動機程度較強者,較喜愛參與技巧型博弈活動,如:台灣運動彩券,而外在動機與報酬動機較強者,並不顯著喜好參與技巧型或運氣型之博弈活動;博弈活動的選擇對博弈投入程度有顯著的影響能力,較喜愛參與技巧型博弈活動者,其博弈投入程度較強;另外,博弈動機對博弈投入程度有顯著影響能力,內在動機與博弈投入程度呈現顯著正相關之關係;研究結果也發現,博弈活動的選擇對於博弈動機與博弈投入程度之關係具有中介效果。最後則根據研究發現進行分析與討論,並擬訂行銷策略與建議,以供實務界及後續研究者之參考。
Abstract
According to the development of the gambling industry and the changes of gambling concepts, the gambler participation rate has raised gradually. Moreover, the importance of living quality and diversity is being highlighted nowadays. People choose to join gambling activities in order to fulfill a dream or to acquire the excitement, for example, buying the fantastic lotteries or the extremely exciting sports betting. The purpose of the present study is to explore the relationships among gambling motivation, types of gambling activities, and gambling involvement. To test the accuracy of hypotheses, 827 self-report data were collected from internet-based and paper-based questionnaires.
The results indicate that gambling motivation significantly influences the choice of gambling activities; the choice of gambling activities significantly influences the level of gambling involvement; gambling motivation significantly influences the level of gambling involvement. To be more specific, the results also suggest that gamblers are more likely to participate in the skill of gambling with higher intrinsic motivation, and these people have higher gambling involvement. Furthermore, the choice of gambling activities will mediate the relationship between gambling motivation and involvement. At the end of the research, the implications for practices and the suggestions for future researchers are discussed.
目次 Table of Contents
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第二章 文獻探討 6
第一節 博弈動機(Gambling Motivation) 6
第二節 博弈投入程度(Gambling Involvement)及其關聯性之研究 14
第三節 運動彩券(Sports Lottery)與樂透彩券(Lotto)之相關研究 18
第四節 博弈活動其他相關研究 27
第三章 研究方法 30
第一節 研究架構 30
第二節 研究假設 31
第三節 研究變項與衡量工具 32
第四節 統計分析方法 37
第四章 研究結果與分析 39
第一節 前測 39
第二節 資料蒐集方法與樣本特性分析 41
第三節 研究變項之描述性統計分析與相關分析 47
第四節 研究變項在人口統計變項上之差異性分析 51
第五節 博弈動機、博弈選擇對博弈投入程度之影響分析 57
第六節 研究假設驗證結果 64
第五章 結論與建議 65
第一節 研究結論 65
第二節 研究限制與建議 67
參考文獻 71
附錄一 問卷 79
參考文獻 References
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二、中文部分:
鄭志富,2002,「二十一世紀台灣運動產業之發展與挑戰」,第二屆中華民國運動與休閒管理國際學術研討會。
何金銘,2006,《統計分析方法》,台南:復文興業股份有限公司。
張春興,1989,《張氏心理學辭典》,台北:東華書局。
張春興,1993,《心理學》,台北:東華書局。
戈春原,2004,《賭博史》,台北:華成圖書出版股份有限公司。
方世榮譯,Philip Kotler原著,2003,《行銷學管理》,台北:東華書局。
孫復、伊麗莎白•帕批努、賽智•舍拉里,2005,傳統文化對賭博行為的影響,博彩產業與公益事業國際學術研討會。
劉代洋,1993,《彩券研究文集》,作者自行出版。
劉代洋、林孟彥、張琬喻,2003,「我國發行運動彩券可行性之評估─以中國大陸發行體育彩券為例研究報告」,行政院體育委員會編印。
劉代洋,2004,運動彩券在台灣,台灣彩券與博彩研究中心之樂彩季刊。
劉代洋,2006,競技型彩券的可行性與未來發展,台灣彩券與博彩研究中心之樂彩季刊。
何明怡,2001,從認知評價理論探討醫師薪資制度與內在動機之關係,國立中山大學人力資源管理研究所碩士論文。
陳珮甄,2006,內在動機與人格特質對團隊品質之影響,國立中山大學人力資源管理研究所碩士論文。
許喬麟,2008,大專運動員2*2成就目標取向、動機氣候與運動動機之關係研究,國立台灣大學體育研究所碩士論文。
孫淑芬,2001,工作動機對工作滿意、個人績效及組織公民行為的影響─探索組織文化的干擾效果,國立中央大學人力資源管理研究所碩士論文。
王曉菡,2008,華人工作動機與工作滿意度及組織承諾之關聯性研究,國立中央大學人力資源管理研究所碩士論文。
陳薰蘭,2004,學習動機、學習策略及知識導向文化對e-Learning學習成效之影響,國立中山大學人力資源管理研究所碩士論文。
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賴建華,2004,民眾對運動彩券認知與購買意願之研究-以大台北地區為例,中國技術學院學報,26,83-97。
周錫洋,2006,運動彩券之行銷策略研究,國立台北大學企業管理學系碩士論文。
康韶芸,2008,國人對運動彩券的認知與購買意願之研究,天主教輔仁大學體育學系碩士論文。
金兌妍,2003,亞洲運動彩券發行之分析-以中國、日本、韓國為例,國立台灣師範大學體育學系碩士論文。
朱文增,2009,日本發行運動彩券之經驗,行政院體育委員會之國民體育季刊。
陳雨鑫,2009,台灣運動彩券的回顧與展望,行政院體育委員會之國民體育季刊。
黃煜,2009,運動彩券發行與運動永續發展關鍵因素之探討,行政院體育委員會之國民體育季刊。
陳慕君,2002,從生活風格觀點探討公益彩券消費者的彩券消費與新聞解讀,國立政治大學新聞研究所碩士論文。
鹿元忠,2003,台北市地區彩券購買行為之研究,私立淡江大學管理科學學系碩士論文。
徐長芳,2005,我國公益彩券發行之研究,私立中原大學財經法律學系碩士論文。
謝宗良,2005,影響民眾購買彩券意願的關鍵性因素之研究,國立台北大學財政學系碩士論文。
王廷傑,1991,台北地區彩券購買行為之研究,國立政治大學企業管理學系碩士論文。
徐玉燕,2002,消費者特徵、企業形象與服務品質對購買決策影響之研究,中國文化大學國際企業學系碩士論文。
郭進德,2004,人格特質、沉溺購買、購買動機與彩券購買行為之研究,國防大學國防管理學院資源管理研究所碩士論文。
陳欣佩,2000,發行公益彩券對所得重分配影響之研究,國立政治大學財政學系碩士論文。
花起貴,2005,公益彩券盈餘所得重分配之研究-以台北市政府為例,國立台北大學財政學系碩士論文。
台灣彩券與博彩研究中心,1995,博彩事業管制與稅制規劃,台灣彩券與博彩研究中心之研究智庫
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台灣彩券與博彩研究中心,2007,運動彩券之社會經濟影響及規劃評估,台灣彩券與博彩研究中心之研究智庫
林怡君,2003,台灣地區樂透型公益彩券需求之研究,東吳大學經濟學係碩士論文。
王俊秀,2004,彩券副文化之社會學研究:台灣現象與跨文化探討,行政院國家科學委員會專題研究計畫。

三、網站部分:
American Gaming Association. http://www.americangaming.org/
Australian Bureau of Statistics. http://www.abs.gov.au/
Gambling Review Report, 2005. Department for Culture, Media, and Sport. http://www.culture.gov.uk/reference_library/publications/4642.aspx
North American Industry Classification System (NAICS). http://www.census.gov/eos/www/naics/
Report of Survey on Participation in Gambling Activities among Singapore Residents, 2008. Ministry of Community Development, Youth and Sports. http://www.mcys.gov.sg/
行政院體委會,http://www.ncpfs.gov.tw/
行政院主計處,http://www.dgbas.gov.tw/
財政部國庫署,http://www.nta.gov.tw/
財團法人國家政策研究基金會,http://www.npf.org.tw/
台灣彩券官方網站,http://www.taiwanlottery.com.tw/index_new.aspx/
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