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- 2018
国内外不同文化水平群体的博彩动机差异研究
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Abstract:
博彩业的快速发展推动澳门转变为世界休闲旅游中心，但也产生问题博彩等负面效应，影响健康休闲博彩的发展。从动机角度出发，探讨不同文化水平和不同文化水平地区消费者在博彩动机上的差异情况。通过对617位博彩消费者的调研，提出博彩动机具五维度结构：获利与自我、休闲放松、社交与教育、情感释放与特色吸引。采用多因素方差分析，进一步探讨不同文化水平组群和不同文化水平地区中不同人口特征的消费者在“获利与自我”和“社交与教育”博彩动机的差异情况。分析结果证明提升人的文化水平和社会整体文化水平，是解决问题博彩的必由之路；也从博彩动机这一视角证明加大持续教育力度的重要性与必要性；为澳门博彩企业更用心打造博彩文化教育、更积极地推广“负责任博彩”、更有效地引导消费者的健康博彩动机，减少问题博彩，进而提升澳门世界休闲旅游目的地形象，提供科学合理的参考建议。
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