随着世界各国对体育的热情日益高涨，越来越多的国家开放了合法体育彩票的销售，这已成为国家筹集资金、促进体育发展的重要手段。竞彩市场的飞速发展，竞彩彩民的人数也随之快速增长，竞猜型体彩彩票管理问题，竞猜型体彩彩民的购彩金额和投注原因也逐渐成为彩票研究者共同关注的主题。竞彩彩民在为我国彩票业的发展做出巨大贡献的同时也极具研究价值。 本文对我国多个省(市)的竞猜型体彩彩民的购彩心理和行为特征进行调查研究。试图发现竞猜型体彩彩民与其他类型彩民呈现出的不同的购彩心理与行为特征。 在有效的275份问卷中，男性在购买竞彩人群的性别比例上占有绝对优势，达到了19:1。年龄上以中青年为主，中老年人群较少；学历上，我国竞彩彩民中高中及以下学历者为主，但本科和本科以上学历者也达到了25%，且竞彩彩民较其他彩民拥有相对较高的学历和教育程度。 大部分彩民参与竞彩的动机是为了中奖，一部分高收入彩民参与竞彩消费的动机主要是为了获得社交乐趣，同时使看球过程更剌激。大部分竞彩参与者消费行为比较合理，日均投注金额在10元以下。有相当一部分彩民选择购买竞彩的原因是竞猜型彩票的返奖率较高，同时也有一部分彩民因为更高的返奖率，而选择在国外平台和国内私彩平台上投注。 由于互联网的禁售令。大部分彩民通过线下彩票销售点进行投注。在投注决策过程中大多数高学历竞彩彩民以自己分析为主，同时也会参考专家和朋友的意见。低学历彩民更依赖于专家意见。 由于目前竞彩彩票宣传不重视彩票的公益性和娱乐性，很多竞彩消费者希望竞彩游戏可以进一步丰富玩法和竞彩产品品类。

With the growing enthusiasm for sports around the world, more and more countries have opened up the sales of legal sports lottery, which has become an important strategy for the country to raise funds and promote the development of sports. With the rapid development of competitive lottery market, the number of competitive lottery buyers also increases rapidly. The problem of the management of sports lottery, the amount of lottery tickets purchased by Sports lottery buyers and the intentions for betting have gradually become the common concern of lottery researchers. Sports lottery buyers also have made great contributions to the development of China's lottery industry and are of great research value. This paper investigates the psychology and behavior characteristics of the lottery buyers in many provinces (cities) of China. This paper tries to find out the different psychology and behavior characteristics of lottery buyers. Among the 275 valid questionnaires, men dominated the sex ratio of those who bought sports lottery tickets, reaching 19:1. In terms of age, the middle-aged and young people are the majority, and the elderly population is less; In terms of educational background, the majority of lottery contestants in China have high school or lower education. However, the number of undergraduates and above has reached 25%, and the lottery contestants have a relatively high degree of education and education than other lottery contestants. The motivation for most lottery buyers to participate in the competition is to win the lottery, and the motivation for some high-income lottery buyers to participate in the competition consumption is mainly to obtain social fun and make the watching process more exciting. Most of the participants in the race color consumption behavior is reasonable, the average daily betting amount of 10 yuan or less. There are quite a few lottery buyers choose to buy sports lottery because of the high return rate of the guessing lottery, and there are also some lottery buyers choose to bet on foreign platforms and domestic private lottery platforms because of the higher return rate. Because of the Internet ban. Most lottery buyers make bets through offline lottery sales platform. During the process of betting decision-making, most highly educated lottery buyers mainly by themselves, but also refer to the opinions of experts and friends. Buyers with low educational background in their decision-making process of lottery purchasing, they often rely on experts’ opinions. At present, the publicity of China’s sports lottery does not attach closely to the public welfare and entertainment of lottery, many sports lottery consumers hope that sports lottery games can further enrich the playing methods and categories constantly.