Determinants of sales revenue in innovation diffusion effects of Taiwan sports lottery during the FIFA World Cup 2018
Keywords:System Dynamics, Innovation Diffusion, Sports Lottery
This article analyzes the factors affecting the sales revenue of sports lottery from the perspective of innovative diffusion theory by system dynamics analysis. With the quantification and simulation of system dynamics, the sales revenue of sports lottery is affected is found. With the daily sales amount during the FIFA World Cup 2018 as samples, six variables (reach frequency, adoption rate, betting among per person per day, advertisement expenditure, advertisement successful rate, and potential bettor increase rate) are used to find out the key factors. According to the simulation result of this study, it indicates that all the variables exert a positive influence on the sales revenue. The magnitude of influence on sales, from large to small, they are betting among per person per day, reach frequency and adoption rate in word-to-mouth, potential bettors increase rate, advertisement expenditure and advertisement successful rate in the advertisement effects. During the FIFA World Cup 2018, advertising effects initiated the diffusion of sports lottery. Compared to the advertising effects, word-to-mouth effects were bigger. In the same situation and with the same resources, Taiwan Sports Lottery, the operator could change the betting among per person per day and change the word-to-mouth advertising with priority. When major matches take place in the future, Taiwan Sports Lottery is suggested to judge if it maintains an optimistic attitude for future growth, it shall begin to promote advertising effects. When more people learn more about the sports lottery, with the diffusion of word-to-mouth advertising, the effects will be most significant.
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