The sports lottery industry is growing globally, especially in the online betting market. This study focuses on online sports lottery behavior and tries to propose a framework applied in a virtual environment. Based on the Technology Acceptance Model, four antecedes (subject norm, computer anxiety, computer self-efficacy, and personal innovativeness) are added to this framework. The subjects of this study, from whom 268 valid questionnaires were collected, were betting members of sports lottery venders in the Taichung district. Findings show that subject norm is a good antecede in this framework, but computer anxiety does not reach statistical significance for explanation in this study. Both computer self-efficacy and personal innovativeness positively influence perceived usefulness. The results demonstrate the value of the expanded TAM and use of the expanded model indicates a high degree of acceptance for online betting systems among sports lottery consumers. The TAM expansion proved relevant in gathering applied information on the behavior of sports lottery consumers.

We explored impulsive buying behavior regarding mobile games and the factors influencing it. Data were collected from 389 participants. The results presented differences between different types of impulse buying. The findings contribute to the future study of consumer behavior and provide implications for commercial providers.

The purpose of this study was to explore college students’ purchase behaviors using a multivariate statistical model. Because many college students today have part-time jobs, they have increased opportunities to consume higher-quality brands. In Taiwan, Starbucks is regarded as a high-quality coffee brand, costing more than most local coffee brands. To clarify why such students in Taiwan are willing to pay more for Starbucks, data were collected from a sample of 402 college students. The results showed differences in purchase decisions between students majoring in different disciplines and lifestyles. The findings had theoretical and practical implications especially for the marketing strategy of the Taiwanese coffee industry.