Assessing corporate social responsibility in china’s sports lottery administration and its influence on consumption behavior

Abstract

The purpose of this study was to identify and examine consumer perception of corporate social responsibility (CSR) in China’s sports lottery industry, and the effect of perceived CSR initiatives on sports lottery consumption behavior. Research participants (N = 4,980), selected based on a computer-generated, randomly stratified multistage sampling process, comprised Chinese residents who had purchased sports lottery tickets in the past 12 months. They completed a questionnaire that was derived from a qualitative research process. A factor analysis extracted two factors associated with perceptions of CSR in China’s sports lottery administration: Regulatory and Prevention Responsibilities and Product Development Responsibility. Logistic regression analyses revealed that these two factors were influential of consumer behavior (i.e., relative and absolute expenditure, purchasing frequency, and time commitment). This study represents an initial effort to understand the dimensions of perceived CSR associated with Chinese sports lottery. The findings signify the importance of enforcing CSR in sports lottery administration.

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