本研究目的主要在於瞭解運動彩券行銷組合活動與類型對購買意願關係，主要根據行銷組合、彩券類型、運動彩券、購買意願之理論與實證研究，來建構本研究之架構與問卷。本研究以高高屏（高雄市、高雄縣、屏東縣）地區公私立大學學生爲本研究調查對象。探討運動彩券行銷組合活動以及不同彩券類型與購買意願之關係。施測時以運動彩券行銷組合、購買意願調查問卷爲研究之工具，採用集群抽樣，在問卷回收後，以543份有效樣本進行相關及回歸分析。研究結果發現運動彩券類型的喜好程度與運動彩券購買意願有顯著相關，行銷組合活動會顯著影響購買意願。並依據研究提出研究之建議，提供政府或發行單位在發行與管理時之參考依據，並使運動彩券相關研究更臻完善。亦對運動彩券之研究者提出後續研究建議。

The purpose of this study aims to sports lottery type, and marketing mix activities was purchase relations. The study bases on sport lottery, types of lottery, marketing mix, purchase intention, theory and evidenced research literatures. This research was to make a survey on the college students both from public and private universities in Kaohsiung city, Kaohsiung county and Ping-tung county Area to discuss the identity degree of the sports spectators, sports lottery marketing combination activities, and the relation between the variety of sports lottery and the purchase intention., formal test tool was sport marketing mix, spectator identity and purchase intention questionnaire. While, the survey was to take 543 effective questionnaires by using cluster analysis, then analyzed with correlation and sample regression. Research result found affection for sports lottery relates well to the purchase intention, which varies with the marketing mix. Accordingly, it was also suggested providing the reference to the issue and management of the sports lottery for the government or the issuer, to make the relevant studies improved. But also supports research orientation for future researchers.