体育彩票机构社会责任投入感知对购彩者购彩忠诚的影响研究
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中图分类号：G80-051 文献标识码：A 文章编号：1006-2076（2025）03-0088-09
Abstract：Thisstudy employedscalesof perceived social responsibility investment，lottery player identification， lotery purchaseintention，lottery purchaseloyalty，andswitching costs tosystematically explore the impactof perceived social responsibility investment on lottery purchase loyalty，and to deeply analyze the chain mediating role of lotery player identificationand lottry purchase intention，as wellas the moderating efectofswitching costs.The research findings indicate：（1）Perceived social responsibility investment has a significant positive impacton lottery purchaseloyalty.（2）Lotery player identificationand lotery purchase intention play mediating roles in the influence of perceived social responsibility investment on lotery purchase loyalty.Specifically，perceived social responsibility investmentcanpositively affct loterypurchaseloyalty through the independent mediating effctof lottryplayer identification，thechain mediating effctof lottery player identificationand lottery purchase intention，and the independent mediating effectof lottrypurchase intention.（3）Switching costscanmoderatetherelationship between perceived social responsibility investment and lottery purchase loyalty.Particularly under high switching costs，the influence of lottery player identification onlottrypurchaseloyalty becomesmoreprominent.Therefore，enhancing lottery players'perception of social responsibility investment isan important means to increase lottrypurchase loyalty.Lotery institutions should focus on creating a favorable environment forsocial responsibilityinvestment， strengthenlottryplayer identification，promote the formation of lottrypurchase intention，and reasonably control switching costs within an appropriate range，thereby enhancing lottery players' purchase loyalty.
Key words： sports lottery；perception of social responsibilityinvestment；lotery loyalty；lotery approval；lottery intention；switching cost
党的十八大以来，全国体育彩票系统以习近平新时代中国特色社会主义思想为指导，秉持以人民为中心的发展理念，坚守体育彩票“来之于民，用之于民”的发行宗旨。（剩余15768字）
