抄録
The rising proportion of the elderly population will profoundly impact the overall socioeconomic structure, including consumption patterns and consumer attitudes regarding the sports promotion lottery industry. This study examines how changes in the age structure of the customer base affect the sports promotion lottery industry in Japan and China. Sales data of sports lottery and macroeconomic indicators was collected from various regions in Japan and China for the period from 2013 to 2021. STATA, a software commonly used in econometrics, a regression analysis model including the two–way fixed effects model, the Hausman test, and the two-stage least squares method was used for analysis. The analysis revealed that increase in the aging rate negatively impacts sports lottery sales in both Japan and China. Furthermore, by calculating the average GDP (Gross Domestic Product) of Japan and China and conducting a subgroup analysis, results confirmed that regional GDP levels influence sports lottery sales through the aging rate. The data indicated that in regions with progressing aging, there is a higher likelihood of a decline in sports lottery sales. Consequently, it is necessary to develop new target markets and formulate promotional strategies aimed at the elderly. Additionally, revitalizing the regional economy may help maintain or increase the sales of sports lotteries.
