ORIGINAL RESEARCH article
Front. Sports Act. Living
Sec. Sports Management, Marketing, and Economics
Volume 7 - 2025 | doi: 10.3389/fspor.2025.1628010
This article is part of the Research TopicEvolving Economies in Sports: Management Practices and Market ImpactsView all 3 articles
The Impact of Digital Payments on Sports Lottery Consumption Decisions: Based on the Moderating Role of the Business Environment
Provisionally accepted
- 1Jeonbuk National University, Jeonju, Republic of Korea
- 2Myongji university, yongji, Republic of Korea
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The purpose of this paper is to examine the relationship between digital payment and sports lottery consumer decision-making and investigate the underlying mechanisms.Background:With the widespread adoption of digital payment technology, consumer payment methods have undergone significant changes. As a widely consumed product, sports lotteries continue to face several issues that undermine consumer trust in purchasing lottery tickets. Objective: This study aims to explore how digital payment influences sports lottery consumer decision-making, stimulating purchase willingness and enhancing purchase frequency. Methods: Using panel data from 31 provinces in China (2011China ( -2023)), this paper analyzes the relationship between digital payment and sports lottery consumption decisions, as well as the moderating role of the business environment through a fixed panel model and moderating effect model. Discussion:This study underscores the pivotal role of digital payment in enhancing sports lottery consumption, emphasizing that its breadth and depth extend the applicability of the dual-channel mental account theory in digital consumption by reducing payment friction and psychological resistance. Additionally, the business environment, serving as an external institutional guarantee, significantly amplifies the positive effects of digital payment by enhancing security and trust, supporting the social cognitive theory regarding the role of environmental factors. The identification of regional differences further highlights the complex relationship between digital economic development and regional economic structures, suggesting that policy formulation should align with regional characteristics to promote the synergistic advancement of digital inclusion and consumption upgrading. Conclusion: Digital payment has a significantly positive effect on sports betting consumption decisions. In terms of the moderating effect, the business environment plays a significant positive role in influencing digital payment's impact on sports lottery consumption decisions.Regarding regional heterogeneity, digital payment in central and western regions significantly influences sports lottery consumption decisions.
Keywords: Digital payments, Sports Lottery Consumption Decisions, Business environment, Moderating role, Regression Analysis
Received: 15 May 2025; Accepted: 07 Jul 2025.
Copyright: © 2025 Li, zhang and Liu. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Tianpei Li, Jeonbuk National University, Jeonju, Republic of Korea
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