中文摘要
根據自由時報報導，標得第一屆運動彩券經營權的富邦銀行，在六年經營期間預估營收為1900億元，但六年後總營收不到1000億元，與原本設定之目標，達成率不到50%，最後富邦銀行慘賠結束這六年的經營，而原本為了增加稅收與運動發展補助來源，以及打擊下地賭博之初衷卻無法實現，因此本研究希望以聯合分析法為研究方法，找出消費者對於運動博弈平台之最佳產品組合。
本研究以產品屬性理論與市場區隔理論為基礎，再經過先前研究與使用者訪談彙整出十一項產品屬性，並經過前測問卷篩選出四項最終產品屬性：「賠率」、「合法性」、「過關方式」、「投注方便性」，並將最終屬性設定水準，透過SPSS設計出八個受測體卡片作為正式問卷之產品組合，正式問卷回收分析後，可發現消費者屬性偏好排序為：「合法性」、「賠率」、「過關方式」、「投注方便性」，並得到最佳產品組合為：「賠率1.97/兩種以上/合法/不可單場」。
最後本研究分析了整體受測者屬性偏好與人口統計變數，發現了產品屬性在不同變數間的變化，藉此結果建議台灣運彩能從「賠率」、「過關方式」兩方面下手改善，且可採漸進式的方式，先從開放全面單場開始，並逐步修改法規，從獎金支出率修改，來調整賠率，並將其他平台功能優化，以利拉攏使用非法運動博弈平台之消費者。

SUMMARY
According to the Liberal Times, Fubon Bank, which owned the first sports lottery franchise, was expecting 19 billion sales in the first six years. However, sales in six years turned out to be less than 10 billion, which failed to meet even 50% of Fubon Bank’s target. In addition, its purposes, including increasing taxes, supporting the development of the sport and cracking down on illegal gambling, also failed. Therefore, this study is an attempt to find the optimal combination for an “Online Gaming Platform” through a conjoint analysis. The thesis is based on the theory of product attributes and the theory of market segmentation. Initially, eleven product attributes were aggregated by interviewing active users. After the pilot test, it was found that the most important four product attributes include “Betting Odds,” “Legality,” “Winning condition,” and ”Convenience of Betting. ” Next, different levels were set for each product attribute. Finally, eight stimulus sets were designed as a formal questionnaire using SPSS.
As a result, we found that the preference for product attributes is ranked as follows: “Legality,” “Betting Odds, ” “Winning condition,” and Convenience of Betting” and the optimal combination is “Betting Odds:1.97,” “Convenience of Betting: More than two,” “Legal,” and “Multiple bet option” was last.
Finally, this thesis introduces demographic variables by which to analyze the preferences of different population segments. It is suggested that Taiwan Sports Lottery can begin with improving “Betting Odds” and” Winning condition.”

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