竞猜型体育彩票消费者的非理性购彩决策行为，会影响消费者常态化购彩，不利于体育彩票事业健康可持续发展。改善竞猜型体育彩票消费者的非理性购彩决策行为对于彩票产业与责任博彩具有重要作用。研究基于社会影响、羊群效应、社会学习、彩票社会责任等理论，从羊群效应的视角切入， 构建竞猜型体育彩票消费者购彩决策行为理论模型，以探索竞猜型体育彩票消费者由非理性向理性购彩决策行为转变的影响因素及行为路径形态。结果显示：(1)社会影响对竞猜型体育彩票消费者社会学习具有显著影响；(2)信息不对称、群体压力和权威服从在社会影响与社会学习间具有中介关系；(3)社会学习对竞猜型体育彩票消费者的购彩决策行为具有显著影响；(4)彩票社会责任在社会学习与购彩决策行为影响关系间具有显著的调节作用。鉴于此，提出相应的实践方案，以期促进彩票消费者理性购彩， 有效推进体育彩票事业健康可持续发展。

The irrational decision-making behavior of quiz-type sports lottery consumers affects consumers’ normal lottery purchases and is not conducive to the healthy and sustainable development of sports lottery. Improving the irrational decision-making behavior of quiz-type sports lottery consumers plays an important role in the lottery industry and responsible gambling. Based on the theories of social influence，herding effect，social learning，and social responsibility of lottery，this research studies from the perspective of the herding effect of quiz-type sports lottery consumers，and constructs a theoretical model of quiz-type sports lottery consumers’decision-making behavior to explore the influencing factors and behavioral path patterns of the change from irrational to rational purchase decision behavior of guessing sports lottery consumers. The results show that：first, social influence has a significant impact on the social learning of quiz-type sports lottery consumers. Second information asymmetry，group pressure and authority obedience mediate the relationship between social influence and social learning. Third, social learning has a significant impact on quiz-type sports lottery consumers’ lottery decision-making behavior. Forth，lottery social responsibility has a significant moderating effect on the relationship between social learning and lottery decision-making behavior. In view of this，this research proposes corresponding practical plans to promote rational lottery purchases of lottery consumers and effectively promote the healthy and sustainable development of sports lottery.

G80-05

国家社科基金项目：消费需求升级背景下我国冰雪体育产业供给转型研究(17ATY005)