경륜(競輪) 베팅서비스 활성화를 위한 경륜 고객 대상 질적 연구 : 페르소나 기법을 중심으로

Abstract

Bicycle betting is a service industry in which customers bet on the winner of a bicycle race and a refund is paid according to the correct result, and is a legal gambling industry. The purpose of this study was to secure a deep understanding of bicycle racing customers by conducting qualitative research on bicycle racing customers in order to revitalize bicycle racing betting services. On-site in-depth interviews were conducted with 40 racing customers, and the persona technique was applied to derive five types of customer personas through comparison with horse racing and motorboat betting services, which are similar to betting service industries. The results of this qualitative study are as follows: First, as long-term racing customers grow older, their income level decreases and their risk aversion increases, and while the number and amount of bets per day decreases, the fun of predicting game results increases, and customers change dynamically. The experience curve was presented. Second, even in racing betting, ‘self-efficacy’ is a very important variable contributing to sales, and long-term racing customers have ‘mental accounting’ in which they set the amount of race betting and spend freely within that limit. In addition, it has a 'psychological accounting period' based on the days on which racing betting can and cannot be made, and psychological accounting is calculated by coupling the costs incurred from betting losses and the 'fun of predicting game results', which is a benefit through betting. It was found that it was concluded. Third, the common customer group for bicycle racing, motorboat racing, and horse racing was found to be a ‘Core Customer Group’ that has high addiction and expertise and fluctuates depending on the good bicycle round dividends, and it was revealed that this customer liquidity is directly connected to the sales of business organizations. Fourth, the study presents five bicycle betting customer personas. These include the bicycle betting-centric persona(Bicycle Betting Lover) primarily betting on bicycle betting and using motorboat racing betting as support, the persona focused on betting on horse racing with motorboat racing as support(Horse Racing Betting Lover), the persona who switched from primarily betting on bicycle betting to now focusing on horse racing with motorboat racing as support(Switcher to Horse Racing Betting), the senior female persona with a job who bets on bicycle betting(Bicycle Betting Only Female), and the persona of a couple enjoying bicycle betting together(Bicycle Betting Couple). This study is significant as it provides a deeper understanding of customers from their perspective, deviating from existing bicycle betting-related studies. It also applies the persona technique to classify bicycle betting customers, adding to its importance.