| 摘要: |
| 研究数字乐透型体育彩票网络关注度对于体育彩票的营销、改进和创新具有重要意义。以国家统计局、体育总局和百度指数为数据来源,探究我国数字乐透型体育彩票网络关注度的时空演进规律和影响消费者选择的因素。研究发现:我国数字乐透型体育彩票网络关注度随着时间的推移逐渐上升,具有广阔的市场前景。不同地区数字乐透型体育彩票网络关注度极差较大,各省份之间存在稳定的差异性和分化趋势。世界杯举办、地区经济发展水平、老年人口比例和性别比例均显著正向影响全国数字乐透型体育彩票的网络关注度,但不同地区的影响因素不尽相同。具体而言,东部地区与全国网络关注度的影响因素及效果相似,中部地区人口性别比例与网络关注度不存在显著关系,西部地区的网络关注度仅与经济发展水平显著正相关。我国体育彩票行业要把握市场机会,加大宣传力度;优化销售格局,促进协调发展;聚焦重点人群,实现差别营销。 |
| 关键词: 数字乐透型体育彩票 网络关注度 百度指数 时空演进 影响因素 |
| DOI： |
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| 基金项目:国家社会科学基金重大项目 “新时代体育产业高质量发展研究”(19ZDA354)；国家社会科学基金后期资助项目 “体育企业高质量发展的创新驱动机理研究”(Z2021041) |
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| Research on Temporal and Spatial Evolution and Influencing Factors of Network Attention of China ’s Digital Lotto Sports Lottery——Based on Baidu Index |
| GUO Ziyu,CHEN Gang |
| (Economics and Management School, Wuhan Sports University, Wuhan 430079 , China) |
| Abstract: |
| The study of network attention of digital lotto sports lottery is important for the marketing, improvement and innovation of sports lottery.Drawing upon the data from the National Bureau of Statistics, the General Administration of Sports and the Baidu index, the paper aims to investigate the temporal and spatial evolution of network attention of China ’s digital lotto sports lottery and the factors influencing consumers’ choice of sports lottery.It is found that the network attention of China ’s digital lotto sports lottery gradually increases over time and there exists a promising broad market prospect. The range of digital lotto sports lottery network attention is large in different regions, with stable variability and divergence trends among provinces. The hosting of the World Cup, regional economic development level, population aging ratio and gender ratio all significantly and positively influence the digital lotto sports lottery network attention, but the influencing factors vary according to regions. To be more specific, the influencing factors and effects of network attention are similar in the eastern region and nationwide. On the other hand, the central region where the population gender ratio has no significant relationship with network attention. The network attention in the western region is only significantly positively correlated with the level of economic development.Therefore, it is advisable for China ’s sports lottery industry to grasp market opportunities, strengthen publicity, optimize the sales pattern, and promote coordinated development in order to find the key buyers to realize differential marketing. |
| Key words: digital lotto sports lottery network attention Baidu index temporal and spatial evolution influencing factor |
