在電子商務中，線上轉盤抽獎為一種常見的線上促銷模式，線上轉盤抽獎偏向賭場風格的抽獎工具，屬於即時反饋的類型，對消費者的情緒影響較直接，能有效促使消費者再度回到平台繼續參與抽獎，並在反覆交互作用下能立即得到滿足感。因此線上轉盤抽獎在線上促銷模式中具有優勢，且相較於線下抽獎的形式更具成本效益、容易調整形式與參與的便利性，不僅可有效追加銷售的機會，更能加速平台與用戶之間的互動頻率，並追蹤用戶的消費習慣，以創造更好的體驗與服務。
然而，過往的研究對於在此種模式中對於消費者的認知尚未有完整的解釋，本研究認為有必要進一步針對這個主題詳細探討，並找出一個有效吸引消費者參與線上轉盤抽獎的形式。
本研究以抽獎的2(知覺控制按鈕 vs. 滑動) × 2(中獎機率的不揭露 vs. 揭露)做為引發控制幻覺之二因子，進行電子商務中的線上轉盤抽獎之實驗操弄，並驗證樂觀預期連結至消費者參與意願的相關性，共4組受試者進行問卷填答，並採用網路便利抽樣法於台灣地區蒐集資料，共回收493份有效問卷，並以二因子變異數分析與結構方程式進行資料分析，進而驗證假說。此外，為了確保實驗操作有效性，將額外進行互動性(低vs.高)與資訊透明度(低vs.高)的操弄檢測。
研究結果發現，知覺控制較高的抽獎方式(滑動轉盤)與中獎機率(不揭露)的情況下，可有效引發控制幻覺，而控制幻覺更進一步能增進樂觀預期並提高參與意願。此外，二因子在控制幻覺中並沒有交互作用。
本研究結論可供企業在線上促銷模式當中擬定適合的策略，當使用線上轉盤抽獎工具時，建議設計成高可控性轉盤與不揭露低中獎機率，能得到較好的參與度。

In e-commerce, the online prize wheel is a common online promotion tool, which belongs to the type of instant feedback and has a direct impact on consumers' emotions. It can effectively prompt consumers to return to the platform to continue to participate in the sweepstakes. Previous studies have not yet fully explained this model, so it is necessary to further explore this topic in detail and find an effective form of attracting consumers to participate in the online prize wheel. This study verified through 4 groups of experiments (493 valid samples were collected in Taiwan), that when the perceived control of the online prize wheel (spinning prize wheel) and the probability of winning the sweepstakes (non-disclosure), it can effectively induce the illusion of control, and the illusion of control is further able to increase optimism expectations and increase intention to participate. Furthermore, the two factors (play, probability) did not interact in the illusion of control. Finally, the conclusions of this study can be used by enterprises to formulate suitable strategies when using online prize wheel tools in e-commerce.

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https://medium.com/optinly/7-reasons-why-you-should-use-spin-the-wheel-app-for-your-website-197277dcb7a2

Shopee賣家幫助中心 (2020)增加您的銷售>蝦皮行銷活動>賣場遊戲。
https://seller.shopee.tw/edu/article/1162/shop-game

“Uncertainty.” Merriam-Webster.com Dictionary, Merriam-Webster, Accessed (2021).
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中華民國法務部 (2020). 錢坑？！手機遊戲應公布轉蛋開箱機率（資料來源：消費者保護處）
https://www.moj.gov.tw/2204/2473/2492/11493/