Abstract
The purpose of this study was to identify and examine consumer perception of corporate social responsibility (CSR) in China’s
sports lottery industry, and the effect of perceived CSR initiatives on sports lottery consumption behavior. Research participants
(N = 4,980), selected based on a computer-generated, randomly stratified multistage sampling process, comprised Chinese residents
who had purchased sports lottery tickets in the past 12 months. They completed a questionnaire that was derived from a qualitative
research process. A factor analysis extracted two factors associated with perceptions of CSR in China’s sports lottery administration:
Regulatory and Prevention Responsibilities and Product Development Responsibility. Logistic regression analyses revealed that
these two factors were influential of consumer behavior (i.e., relative and absolute expenditure, purchasing frequency, and
time commitment). This study represents an initial effort to understand the dimensions of perceived CSR associated with Chinese
sports lottery. The findings signify the importance of enforcing CSR in sports lottery administration.
sports lottery industry, and the effect of perceived CSR initiatives on sports lottery consumption behavior. Research participants
(N = 4,980), selected based on a computer-generated, randomly stratified multistage sampling process, comprised Chinese residents
who had purchased sports lottery tickets in the past 12 months. They completed a questionnaire that was derived from a qualitative
research process. A factor analysis extracted two factors associated with perceptions of CSR in China’s sports lottery administration:
Regulatory and Prevention Responsibilities and Product Development Responsibility. Logistic regression analyses revealed that
these two factors were influential of consumer behavior (i.e., relative and absolute expenditure, purchasing frequency, and
time commitment). This study represents an initial effort to understand the dimensions of perceived CSR associated with Chinese
sports lottery. The findings signify the importance of enforcing CSR in sports lottery administration.
- Content Type Journal Article
- Category Original Paper
- Pages 1-26
- DOI 10.1007/s10899-011-9270-0
- Authors
- Hai Li, Sport Events Research Center, School of Sport Economics and Management, Shanghai University of Sport, 399 Chang Hai Road, 200438 Shanghai, People’s Republic of China
- James J. Zhang, Sport Events Research Center, School of Sport Economics and Management, Shanghai University of Sport, 399 Chang Hai Road, 200438 Shanghai, People’s Republic of China
- Luke Lunhua Mao, Department of Tourism, Recreation and Sport Management College of Health and Human Performance, University of Florida, Gainesville, FL, USA
- Sophia D. Min, Department of Kinesiology College of Education, University of Georgia, 115 Ramsey, Athens, GA 30602, USA
- Journal Journal of Gambling Studies
- Online ISSN 1573-3602
- Print ISSN 1050-5350