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No risk, no fun: implications for positioning of online casinos
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0002-8022-8835
Number of Authors: 12017 (English)In: International Gambling Studies, ISSN 1445-9795, E-ISSN 1479-4276, Vol. 17, no 1, p. 144-159Article in journal (Refereed) Published
Abstract [en]

This study uses textual content analysis of online casinos to provide insights into how operators position themselves in the market. Qualitative data from the About Us pages of 19 online gambling websites is gathered and analysed using DICTION software. The resulting z-scores are further analysed using the Hierarchical Clustering on Principal Components (HCPC) function in the FactoMineR software package. Results indicate that the casinos investigated group into three distinct and meaningful clusters (activity/realism; low certainty; high certainty). The results confirm that this exploratory methodology, which combines computerized lexical analysis using DICTION and HCPC, is able to identify positioning differences. In addition, the presence of a relationship between identified clusters and casino rankings is also considered. Its confirmation suggests that casinos that emphasize risk (low certainty) are more likely to obtain higher rankings. The Web has provided a platform for a global online gambling industry where differentiation and positioning is crucial. Therefore, managers need to emphasize in their online and offline communication the often-held perception that one of the attractions of gambling is the thrill or excitement of beating the odds. Limitations are noted and possible areas for further research are indicated

Place, publisher, year, edition, pages
Taylor & Francis, 2017. Vol. 17, no 1, p. 144-159
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-62092DOI: 10.1080/14459795.2017.1288754ISI: 000396684100009Scopus ID: 2-s2.0-85013083684OAI: oai:DiVA.org:ltu-62092DiVA, id: diva2:1075648
Note

Validerad; 2017; Nivå 2; 2017-03-15 (andbra)

Available from: 2017-02-20 Created: 2017-02-20 Last updated: 2019-08-31Bibliographically approved
In thesis
1. You Bet!: An Investigation of Market Positioning by Online Gambling Firms and Drivers of their Customers’ Gambling Intention
Open this publication in new window or tab >>You Bet!: An Investigation of Market Positioning by Online Gambling Firms and Drivers of their Customers’ Gambling Intention
2019 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Online gambling is a global multibillion dollar business that dwarfs all other forms of entertainment, and yet business and marketing research about it is scarce (Mizerski, 2013). The focus of gambling research has been on problem gamblers who ultimately represent a rather small, albeit important percentage of the gambling population. However, in the current Age of Chance (Reith, 2002) gambling, whether as a game of chance or taking risky action in the hope of a desired result (Lexico.com, 2019), is said to be at the very heart of our society. Indeed, business often operates in an environment of uncertainty that is increasingly online. This thesis seeks to address the paucity of marketing and business research in online gambling to better understand aspects that customers consider when gambling online. In doing so, the thesis commences by investigating semantic differences in the text used to achieve market positioning on the websites of online gambling firms. It proposes a new methodology that employs a combination of lexical and statistical analyses to understand how customers view content and how this is related to market positioning. Results show that firms that emphasise low certainty (or risk) are better positioned in customers’ mind than those that put emphasis on action or certainty. The thesis proceeds to explore the literature for drivers of customers’ online gambling intention and identifies perceived fairness and enjoyment, particularly anticipated enjoyment, as overlooked concepts. Anticipated enjoyment is defined as the enjoyment felt prior to the actual experience while perceived fairness encompasses procedural, distributive and interactional fairness. The research employs the theoretical frameworks of  the Theory of Reasoned Action (Ajzen & Fishbein, 1980; Fishbein & Ajzen, 1975) and the Unified Theory of Acceptance and Use of Technology – UTAUT (Venkatesh et al., 2003; Venkatesh, Thong, & Xu, 2012). Anticipated enjoyment and perceived fairness are used as additional motivational drivers to enhance the models and better understand customers’ online gambling intention. Data are collected via surveys and analyses using mediated regression and PLS-SEM suggest that both anticipated enjoyment and perceived fairness strongly impact customers’ online gambling intention, whereas some of the UTAUT constructs fail to exhibit significance. Shorn of irrelevant relationships, a new Gambling Intention Model (GIM) is put forward. While the context of this study is online gambling, the resultant GIM may have broader application and can also potentially be applied to stock market traders and the insurance industry.

Place, publisher, year, edition, pages
Luleå University of Technology, 2019
Series
Doctoral thesis / Luleå University of Technology 1 jan 1997 → …, ISSN 1402-1544
Keywords
gambling, UTAUT, PLS-SEM, anticipated enjoyment, perceived fairness, DICTION, lexical analysis, hierarchical clustering
National Category
Economics and Business Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-75736 (URN)978-91-7790-431-1 (ISBN)978-91-7790-432-8 (ISBN)
Public defence
2019-11-27, E632, Luleå, 15:00 (English)
Opponent
Supervisors
Available from: 2019-09-02 Created: 2019-08-31 Last updated: 2019-10-11Bibliographically approved

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Konietzny, Jirka

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