中图分类号：G80-051 文献标识码：A 文章编号：1006-2076（2025）03-0088-09

Abstract：Thisstudy employedscalesof perceived social responsibility investment，lottery player identification， lotery purchaseintention，lottery purchaseloyalty，andswitching costs tosystematically explore the impactof perceived social responsibility investment on lottery purchase loyalty，and to deeply analyze the chain mediating role of lotery player identificationand lottry purchase intention，as wellas the moderating efectofswitching costs.The research findings indicate：（1）Perceived social responsibility investment has a significant positive impacton lottery purchaseloyalty.（2）Lotery player identificationand lotery purchase intention play mediating roles in the influence of perceived social responsibility investment on lotery purchase loyalty.Specifically，perceived social responsibility investmentcanpositively affct loterypurchaseloyalty through the independent mediating effctof lottryplayer identification，thechain mediating effctof lottery player identificationand lottery purchase intention，and the independent mediating effectof lottrypurchase intention.（3）Switching costscanmoderatetherelationship between perceived social responsibility investment and lottery purchase loyalty.Particularly under high switching costs，the influence of lottery player identification onlottrypurchaseloyalty becomesmoreprominent.Therefore，enhancing lottery players'perception of social responsibility investment isan important means to increase lottrypurchase loyalty.Lotery institutions should focus on creating a favorable environment forsocial responsibilityinvestment， strengthenlottryplayer identification，promote the formation of lottrypurchase intention，and reasonably control switching costs within an appropriate range，thereby enhancing lottery players' purchase loyalty.

Key words： sports lottery；perception of social responsibilityinvestment；lotery loyalty；lotery approval；lottery intention；switching cost

党的十八大以来，全国体育彩票系统以习近平新时代中国特色社会主义思想为指导，秉持以人民为中心的发展理念，坚守体育彩票“来之于民，用之于民”的发行宗旨。在这一过程中，筹集到的体育彩票公益金为社会公益事业及体育事业的蓬勃发展提供了有力支撑和坚实保障，体育彩票高质量发展成果斐然。2000—2024年，体育彩票年销售额从90.3亿元一路攀升至4155.30亿元，年均复合增长率达 17.3% ，显著高于同期GDP增速，且从长期趋势来看，仍呈现持续上涨的良好态势。

但是，在体育彩票快速发展过程中也面临一些挑战。如，偶发性事件冲击着体育彩票社会责任建设；购彩者对体育彩票机构社会责任履行情况认知不足，导致作为重要利益者的购彩者的购彩忠诚度下降2；此外，购彩者所感知到的体育彩票机构社会责任履行情况与体育彩票机构实际承担的社会责任内容存在偏差，导致“实际知道的”和“应该知道的”不一致，这对体育彩票健康、可持续、高质量发展产生了不良影响[3]。因此，深入探究购彩者感知到的体育彩票机构社会责任投入作用机制，成为提升购彩忠诚、推动体育彩票事业高质量发展的核心内容，也是贯彻以人民为中心新发展理念的重要课题。

1 理论基础与研究假设

1.1 社会责任投入感知与购彩忠诚

投入度作为衡量体育彩票机构履行社会责任的重要指标，具体体现在经济、时间和精力等多个维度的投入。……