體育彩票機構(gòu)社會責(zé)任投入感知對購彩者購彩忠誠的影響研究
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中圖分類號：G80-051 文獻(xiàn)標(biāo)識碼：A 文章編號：1006-2076（2025）03-0088-09
Abstract：Thisstudy employedscalesof perceived social responsibility investment，lottery player identification， lotery purchaseintention，lottery purchaseloyalty，andswitching costs tosystematically explore the impactof perceived social responsibility investment on lottery purchase loyalty，and to deeply analyze the chain mediating role of lotery player identificationand lottry purchase intention，as wellas the moderating efectofswitching costs.The research findings indicate：（1）Perceived social responsibility investment has a significant positive impacton lottery purchaseloyalty.（2）Lotery player identificationand lotery purchase intention play mediating roles in the influence of perceived social responsibility investment on lotery purchase loyalty.Specifically，perceived social responsibility investmentcanpositively affct loterypurchaseloyalty through the independent mediating effctof lottryplayer identification，thechain mediating effctof lottery player identificationand lottery purchase intention，and the independent mediating effectof lottrypurchase intention.（3）Switching costscanmoderatetherelationship between perceived social responsibility investment and lottery purchase loyalty.Particularly under high switching costs，the influence of lottery player identification onlottrypurchaseloyalty becomesmoreprominent.Therefore，enhancing lottery players'perception of social responsibility investment isan important means to increase lottrypurchase loyalty.Lotery institutions should focus on creating a favorable environment forsocial responsibilityinvestment， strengthenlottryplayer identification，promote the formation of lottrypurchase intention，and reasonably control switching costs within an appropriate range，thereby enhancing lottery players' purchase loyalty.
Key words： sports lottery；perception of social responsibilityinvestment；lotery loyalty；lotery approval；lottery intention；switching cost
黨的十八大以來，全國體育彩票系統(tǒng)以習(xí)近平新時代中國特色社會主義思想為指導(dǎo)，秉持以人民為中心的發(fā)展理念，堅守體育彩票“來之于民，用之于民”的發(fā)行宗旨。（剩余15768字）