Relationships between Gambling Behavior, Subjective Probability, Prize Structure of Sweepstakes and Willingness to Purchase: An Experimental Study
ความสัมพันธ์ระหว่างพฤติกรรมการพนัน ความน่าจะเป็นเชิงอัตวิสัย โครงสร้างรางวัลของการชิงโชคและความตั้งใจซื้อ: การศึกษาเชิงทดลอง
by Kantarat Paripremkul
Title: | Relationships between Gambling Behavior, Subjective Probability, Prize Structure of Sweepstakes and Willingness to Purchase: An Experimental Study ความสัมพันธ์ระหว่างพฤติกรรมการพนัน ความน่าจะเป็นเชิงอัตวิสัย โครงสร้างรางวัลของการชิงโชคและความตั้งใจซื้อ: การศึกษาเชิงทดลอง |
Author(s): | Kantarat Paripremkul |
Contributor(s): | NIDA. School of Applied Statistics |
Advisor: | Arnond Sakworawich |
Degree name: | Master of Science (Applied Statistics) |
Degree level: | Thesis |
Degree discipline: | Business Analytics and Research |
Degree grantor: | National Institute of Development Administration |
Issued date: | 11/7/19 |
Publisher: | NIDA |
Abstract: |
This completely randomized design (CRD) experimental research aims at investigating the effect of sweepstakes structure promotion on willingness to purchase where gambling behavior and subjective probability are covariates. Four types of sweepstakes structures are 1) grand prize only, 2) grand prize and many small prizes, 3) multiple large prizes, and 4) multiple large prizes and many small prizes where price discount with equal expected value as a control group. Five-hundred participants were randomly assigned to each condition. The results found that the multiple large prizes and many small prizes sweepstakes structure leads to highest willingness to purchase (47.1%). Moreover, all types of sweepstakes structure promotions willing to purchase greater than price discount. Education, monthly income and the interaction between sweepstakes structures and gambling behavior are related to willingness to purchase such that low income participants with high gambling behavior tend to participate in sweepstake. |
Description: |
NIDA, 2019 |
Subject(s): | Business |
Type: | Thesis |
Language: | th |
Rights holder(s): | NIDA |
URI: | https://repository.nida.ac.th/handle/662723737/5134 |
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