運動彩券是一種非機率性之彩券，消費者對賽事投注策略可透過資訊之蒐集，
以提升中彩機會，因此已有許多消費者透過網路平台來交換賽事之訊息。過去學者研究指出，成員對團體的認同是影響知識分享之主要因素，意指認同程度較高之成員會較熱衷於知識分享。本研究以3M模式的階層概念，探討運動彩券之知識分享行為。3M模式包含初級特質、複合特質、情境特質及表面特質等四階層。在本研究則以人格特質、刺激需求、認知需求、社會認同與知識分享為研究主軸，透過階層模型，深入探討運動彩券消費者的社會認同對知識分享之影響。本研究以運動彩券之投注者為研究對象，共回收有效問卷 225份，並以結構方程模式驗證研究假設。資料分析結果顯示，五大人格特質對認知需求與刺激需求均具顯著效果(除開放學習性對認知需求以及愉悅性對刺激需求外)。而認知需求對社會認同，以及社會認同對知識分享兩者皆有正向顯著之影響；意指當社會認同程度愈高，消費者則較願意進行知識分享行為。由此可見，網路平台廠商如討論區、論壇等可以提供更多運動彩券相關資訊以吸引消費者，並提高消費者對此平台的認同度，進一步提高知識分享之意願。

Sport lottery is a non-probability lottery. Consumers can collect and analyze game information to increase revenue. Consumers can also exchange information through the Internet. In previous research, scholars investigated that members of the group's identity is the main factor affecting knowledge sharing, whichmeans a higher degree of recognition would be more enthusiastic members of knowledge sharing. This study investigates knowledge sharing on sport lottery from a hierarchical perspective based on Mowen’s (2000) 3M model. The 3M model includes elemental traits, compound traits, situational traits, and surface traits. In this study, elemental traits, compound traits, situational traits, and surface traits are concerned aspersonality, need for cognition, need for arousal, social identity, and knowledge sharing. Through the hierarchical model, it investigates influences from social identity to knowledge sharing by consumers of sport lottery. This study conducts an empirical analysis of 225 valid respondents who have experience using sport lotteries. Then this study tested hypotheses by using the structure equation model. Results of data analysis revealed that significant effects occur between the Big Five personality (emotional stability, extraversion, openness to experience, agreeableness, and conscientiousness) and needs (need for cognition and need for arousal) except between openness to experience and need for cognition, between agreeableness and need for arousal. Moreover, the influence of need for cognition on social identity and the influence of social identity on knowledge sharing are both positively significant effects. This means that consumers having a higher degree of social identity are more willing to share knowledge. Therefore, practicians can use forums and other social sharing platforms to provide more information about sport lotteries, in order to attract consumers.

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