Determinants of Demand for Sports Lottery: Insights from a Multilevel Model

Abstract

Sports lottery, as a distinct sport product, has gained increasing popularity throughout the world. Contribution/ OriginalityThis study is one of very few studies which have investigated the relationships between sport lottery demand and socio-demographic variables and lottery attributes through a multilevel modelling framework.

How rational is gambling?

“…(2008) suggest that there is a consumption complementarity between betting and watching football and they attribute their finding of increased ticket demand to more excitement if people can bet on teams in their region. In China it has been shown that more attractive leagues on the coupons created higher demand (see Mao et al., 2015a, 2015b). These results contradict the assumption of purely financial motives.…”

“…If one drops the assumption of purely financial motives, gambling could be interpreted as a consumption activity (see Mao et al, 2015aMao et al, , 2015bPaul & Weinbach, 2010García et al, 2008). Consumers of gambling services could thus be seen as rational economic agents purchasing a commodity that offers entertainment and excitement, as well as some hope of acquiring a higher level of income and wealth (see Eadington, 1975Eadington, , 1999.…”