A STUDY OF FACTORS INFLUENCING LOTTERY PURCHASE BEHAVIOR IN THAILAND

Abstract

The objective of this study is to examine the factors influencing lottery purchasing behavior in Thailand (including government lotteries, underground lotteries, and other types). Utilizing secondary data from the Center for Gambling Studies (2023; N = 7,051), this analysis adopts Social Learning Theory (SLT) as its theoretical framework. The methodology employs Independent Sample t-tests and Chi-square tests to compare participants and non-participants, alongside Logistic and OLS Regression models to analyze the determinants of "participation" and "expenditure." The findings reveal that variables consistent with SLT, specifically "seeing others gamble" (observational learning) and "attitudes toward gambling" (social norms), are significant positive predictors of lottery participation. Furthermore, gender, age (in an inverted U-shape), and income remain key determinants. The gender effect is notably complex: females are more likely to participate, but while they spend less on government lotteries, they spend significantly more on underground lotteries than males.