Determinants of sales revenue in innovation diffusion effects of Taiwan sports lottery during the FIFA World Cup 2018

This article analyzes the factors affecting sales revenue of sports lottery from perspective innovative diffusion theory by system dynamics analysis. With quantification and simulation dynamics, is affected found. daily amount during FIFA World Cup 2018 as samples, six variables (reach frequency, adoption rate, betting among per person day, advertisement expenditure, successful potential bettor increase rate) are used to find out key factors. According result this study, it indicates that all exert a positive influence on revenue. The magnitude sales, large small, they reach frequency rate in word-to-mouth, bettors expenditure effects. During 2018, advertising effects initiated lottery. Compared effects, word-to-mouth were bigger. In same situation with resources, Taiwan Sports Lottery, operator could change day priority. When major matches take place future, Lottery suggested judge if maintains an optimistic attitude for future growth, shall begin promote more people learn about lottery, advertising, will be most significant.