| 摘要: | 博弈產業在社會歷史中具有神祕吸引力的議題，在不同區域與國情之下，爭議與接受度也都各異其趣，運動彩劵不同於一般即時型或樂透型彩劵，是具備較高技術門檻及進入障礙之彩劵遊戲，消費者必須具備相關知識及經驗，才可以享受到購買運動彩劵的樂趣。 基於台灣合法運動彩劵才剛起步（2008.5.2上市），相關研究資料普遍缺乏，所以在研究設計上，以質性的研究方式，採取事實資料收集、觀察法、文獻探討及深度訪談方法，針對彩劵發行「經營者」、「資訊提供者」、「投注者」三個層面從傳播管道（網路、電視、平面媒體、其他）、訊息分類（投注規則與玩法、運彩新聞、賽事表與比分結果、球隊與球員資訊、絕招、準則（撇步）公開、勝賠率分析與過關組合、投注與玩法說明球迷討論區、即時互動、投注站營運地點）等進行分析。 研究結果發現，經營者：以「推廣宣達、合法公信」為導向，資訊提供者：以「開發利潤、吸引會員」為導向，消費者：以「提高中獎、社群凝聚」為導向。並且，各個行為者依據目的與功能不同，而著重在不同資訊類別的提供。 運動彩券行業受政府政策、國情、法令等影響巨大，而且政策影響經營決策，選定發行單位後，市場經營一家合法獨大，影響全面市場。在資訊傳播方便，網路與數位傳播管道是運動彩券資訊提供主流，也追求即時、互動等多元功能。運動彩券購買的參考資訊之正確性、合法性掌握難度高，全看消費者自行判斷，為了提高投注中獎率，消費者願意投入時間、精力去了解資訊，甚至成為資訊提供者。
The issue of legitimization of Lottery or Gambling Industries arises heat debates in each different countries. Nevertheless, regardless the legal and moral contraversial aspects first, Sports Lottery is quite different from those of other kinds of Lottery, it requires more relavant knowledge and experience to enjoy the fun of Sports Lottery. Taiwan Sports Lottery is just in its infancy period, started in May 2008, the relavant research information is quite limited. In this primary study stage, the research patterns are focus in data collection, oversation, in-depth interview, and previous case study. A cross analysis consists of different information resources such as Lottery Retail sellers, information consultant (betting agents) and buyers, also from mass communication resources such as interent, TV, printed material and so forth. Those data analysis combine with player’s performance records, betting odds and even gossip at the betting station, are the key subjects to be studied. The result of the study appears the Lotterty Organizor must maitain nutural position, keeps reputation of integraty operation. The Betting Agent (information consultant) must establish repurtation in providing professional data analysis. The punters, or can be said as sports fans, may enjoy the excitement of the games, in the same time, brings profit by betting on the right team with right odds. |
