พฤติกรรมของผู้บริโภคในการเลือกซื้อสลากกินแบ่งรัฐบาลในประเทศไทย

Abstract

The purpose of this research was to study consumer behavior towards purchasing government lottery tickets in Thailand. A convenience sampling method was used for 385 former consumers who had purchased government lottery tickets without controlling the proportion of the sample group responding to questionnaires between consumers who had purchased paper-based and online government lottery tickets. The sample size was 229 paper government lottery buyers and 156 online government lottery buyers. Data were analyzed with descriptive statistics, including frequency, percentage, average score, standard deviation, Chi-squared test, and independent sample t-test. The results show that the purchasing behavior of paper and online government lottery tickets is similar. However, the average periodic cost of buying paper lottery tickets was 201-400 baht, higher than the average periodic cost of online lottery ticket buyers of 321 baht, while online government lottery buyer buy them 10 days in advance of the draw date, which is longer than that of to paper government lottery buyer 1-4 days prior the draw date. And the comparison of results of consumer behavior in choosing to purchase paper and online government lottery tickets found that there was a significant statistical difference at the .05 level in the behavior of purchasing lottery number on each occasion, also the behavior of purchasing tickets in advance before the draw date was a significant statistical difference at the .01 level.