| 体育彩票市场的消费者行为研究 |
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| 引用本文： | 周珂,周艳丽.体育彩票市场的消费者行为研究[J].南京体育学院学报(社会科学版),2004,18(1):26-28,36. |
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| 作者姓名： | 周珂 周艳丽 |
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| 作者单位： | 河南大学体育学院,河南,开封,475001 |
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| 摘 要： | 彩票作为政府融资的有力工具在我国发展十分迅速，研究彩票消费者的行为对彩票的顺利发行具有实际的意义。从传统微观经济学原理着手，运用消费者行为理论并结合决策效用理论对彩票的消费者行为进行了分析，并对我国体育彩票的发行提出了建议。
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| 关 键 词： | 体育彩票市场 消费者行为 微观经济学 决策效用理论 生存风险度 发行工作 |
| 文章编号： | 1008-1909(2004)01-0026-03 |
The Research on Consumers' Behavior in Sports Lottery's Market |
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| ZHOU Ke,ZHOU Yan-li.The Research on Consumers'''' Behavior in Sports Lottery''''s Market[J].Journal of Nanjing Institute of Physical Education,2004,18(1):26-28,36. |
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| Authors: | ZHOU Ke ZHOU Yan-li |
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| Abstract: | Lottery, a trenchancy means of absorbing capital, has been gained rapid development. It has actual meaning for favorable issuance that study the lottery consumers' behavior. Based on the principles of traditional microeconomics and combining with the theory of decision-making utility, this paper analyzes the behavior of consumers by using consumers' behavior theory. And some suggestions for issuance are put forward in the paper. |
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| Keywords: | consumers' behavior utility sport lottery |
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