An Empirical Study on the Influence of Personality Traits on Lottery Purchasing Behavior among Sports Lottery Consumers: A Mediated Moderation Model Approach

The sports lottery provides robust support for the development of China’s sports industry and social welfare initiatives. Investigating the purchasing behavior of sports lottery consumers holds significant practical value for enhancing marketing management and ensuring sustainable growth. Grounded in trait activation theory, this study examines the impact of personality traits on lottery purchasing behavior, with an in-depth analysis of the mediating role of low purchasing motivation and the moderating effects of sense of belonging and situational stimuli. The findings reveal significant differences in purchasing behavior between consumers with two distinct personality traits: obsessive passion and harmonious passion. While low purchasing motivation does not exhibit a significant mediating effect in the relationship where personality traits influence purchasing behavior, the sense of belonging significantly moderates the latter part of the pathway where personality traits influence purchasing behavior through low purchasing motivation. Additionally, situational stimuli significantly moderate the relationship between personality traits and purchasing behavior. The conclusions offer valuable insights for sports lottery operators to better understand consumer personality traits, address low purchasing motivation, and enhance purchasing behavior.