Jackpot promotion model for Taiwan Lotto

$51.63 plus tax (Refund Policy)

Buy Article:


Lotto was inaugurated in January 2002, and immediately became a popular activity in Taiwan; as the big craze following its initial introduction has subsided, the growth of Lotto game sales has slowed. To maintain lottery sales' momentum, operators have conducted numerous jackpot promotions; this study examines the effectiveness of various jackpot promotional strategies. The analytical results can provide a valuable reference for operators and governmental authorities regarding ways of increasing lottery earnings. The empirical findings of this investigation include the following: (1) the effective price elasticity of Lotto is -0.382; Taipei Fubon Bank can increase the revenue gained from Lotto by increasing the effective price; (2) operators can significantly increase lottery sales by declaring the jackpot as an unconditional added fixed or variable bonus.

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/00036840701720903

Affiliations: 1: Graduate School of Management, Ming Chuan University, Taipei 111, Taiwan, R.O.C. 2: Graduate Institute of Business and Management, Yuanpei University, Hsinchu 300, Taiwan, R.O.C. 3: Department of Public Finance, China University of Technology, Taipei 116, Taiwan, R.O.C.

Publication date: March 1, 2010

More about this publication?
Related content

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more