Among the Taiwan Public Welfare Lotteries, instant lottery retailers are always underprivileged minority and the sales of instant lottery are far less than that of computer lottery. The less income makes instant lottery retailers the disadvantaged of the underprivileged group. To understand the consumer behavior of instant lottery to advance effective promotion approaches will be essential to recover the quandary of instant lottery. Since consumers’ behavior of lottery purchase will be affected by customer value, this study explores the key factors of customer value influencing the purchase intention of instant lottery. By using GM (1, N) analysis on the survey of lottery buyers, the results shows that expectancy value is the most important factors for purchase intention and repurchase intention, while hedonic value plays the most important role in recommend intention. It is inferred that customers with expectancy value might feel more satisfaction at lottery prize to purchase lottery tickets and the pleasure in purchasing lottery ticket will urge consumers with hedonic value to share their consumption experience.