In this paper，using the method of literature，questionnaire survey method and so on，the sports lottery consumption psychology and the cognition of college students in Baoji University of arts and sciences shows， men about 21 years and older students are the main consumer groups，and consumer behavior more rational， consumer motivation mainly about entertainment based，about 80% of the students do not understand the issue and the significance of use and the funds of sports lottery. On this，we suggest that the government should increase the propaganda，correct consumer's buying mentality，and the improvement of the environment at the point of sale， increase the attraction to people.