近年來，運動彩券的盈餘已成為我國運動產業發展的重要經費來源之一。唯首次發行的發行商北富銀因彩券銷售不佳，導致發行收入形成重大的虧損而放棄了繼續投標發行權。有鑑於此，本研究的目的聚焦於探討影響運動彩券之購買決策因素，以瞭解哪些運動彩券的產品屬性是消費者所重視的，而這些關鍵屬性又會帶給消費者何種價值。本研究以方法目的鏈為研究工具，採階梯法的訪談運彩消費者，並以內容分析法分析，將研究結果以知覺價值圖呈現。研究結果發現：運彩消費者所重視的產品關鍵屬性包括賠率、下注方便性、運動種類等5項；屬性連結的結果為樂趣好玩、加強社交關係、財富等13項；結果連結的價值為刺激、成就感、歸屬感等9項。本研究得到結論是：在運彩產品價值鏈的部分，主要路徑是「賽前分析」連結「正確下注選擇」、「樂趣好玩」、「加強社交關係」再連結「生活中的樂趣與享受」。

Recently, the profit from sports lottery became an important source of funding for the development of Taiwan's sports industry. However, Taipei Fubon Bank, the first publisher of Taiwan sports lottery had given up to bid the operating rights, because of the deficit from poor sales. Therefore, this study focused to explore the influencing factors that affecting the purchase of sports lottery, and understanding what critical attributes of sports lottery could influence the consumer's perceived values and purchasing decisions. In this study, means-end chain theory and laddering methodology were employed to interview the consumers of sports lottery. The result of interviews were categorized with content analysis and expressed in hierarchical value map. The results shows 5 critical attributes of sports lottery (compensation rate, convenience of betting, sport types etc.), 13 consequences that were connected to the attributes (fun, enhancing social relation, wealth etc.) and 9 values that were connected to the consequences (excitement, sense of achievement, sense of belonging etc.). We concluded that the main path related to attributes of sports lottery was the link between pre-games analysis and consequences right betting decision, fun and enhancing social relation. The personal value, fun and enjoyment in life, was driven by the three consequences.