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題名:臺灣樂透彩券頭彩加碼策略效果之研究
作者:賴建華
作者(外文):Chien-Hau Lai
校院名稱:銘傳大學
系所名稱:管理研究所
指導教授:李銓
林進財
學位類別:博士
出版日期:2007
主題關鍵詞:樂透彩券頭彩加碼策略有效價格Jackpot promotion strategiesEffective priceLottery
原始連結:連回原系統網址new window
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台灣自2002年1月發行電腦樂透彩券,發行後立即掀起一陣樂透旋風。樂透彩券經過發行初期的搶購熱潮後,銷售情況有漸漸冷卻的現象,為了讓趨於冷卻的銷售情形再次復甦,樂透彩券的發行單位曾經推出各種頭彩加碼的促銷活動,本文主要目的便在探討不同的頭彩加碼策略之效果。此外,本文進一步探究不同種類之樂透型彩券頭彩加碼活動之交互作用。本文研究之結果,可提供政府擬定增加彩券盈餘政策之參考。本文之主要研究結果如下:
(一發行單位實施頭彩加碼活動將會同時影響彩券的有效價格及銷售量,但在五種頭彩加碼策略中,僅有無條件加碼固定獎金、無條件加碼變動獎金及保證最低頭彩獎金能顯著提升台灣樂透彩券之銷售量。
(二)不同類型的樂透型彩券實施頭彩加碼活動確存有交互作用,當大樂透彩券實施頭彩加碼活動時將降低樂透彩券之銷售。
Taiwan Lotto was inaugurated in January 2002, immediately becoming a popular activity in Taiwan. However, the growth of lotto sales as slowed following the subsidence of the big craze following its initial introduction.To maintain the momentum of lottery sales, operators have organized numerous jackpot promotions. This work examines the effectiveness of various jackpot promotional strategies in influencing the effective price and number of tickets sold for Taiwan Lotto, this study also examines the interactions of jackpot promotions between different lotteries in Taiwan. The most important outcomes of this research are as below:
1.The results found that operators using jackpot promotions influenced both effective price and sales of Taiwan Lotto, though not all jackpot promotion methods had an impact on the sales of Taiwan Lotto. Additionally, adding a fixed or variable bonus to the jackpot unconditionally and guaranteed minimum jackpot were found to considerably increase sales of Taiwan Lotto.
2.Interactions exist between jackpot promotions for different lotteries in Taiwan, and the performance of jackpot promotion for Big Lotto reduces sales of Taiwan Lotto.
參考文獻

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