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Fun and fair, and I don’t care: The role of enjoyment, fairness and subjective norms on online gambling intentions
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0002-8022-8835
University of Malta.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
2018 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 44, p. 91-99Article in journal (Refereed) Published
Abstract [en]

Online gambling is a fast-growing phenomenon reflected in an industry experiencing rapid growth rates. Effective marketing in the industry requires a better understanding of what drives online gambling intention of recreational gamblers. This study introduces and considers the concept of anticipated enjoyment which, together with perceived fairness and social norm, impact online gambling intention. The resultant research model is tested using mediated-moderated regression among a sample of 270 respondents from an online gambling firm. Results indicate that anticipated enjoyment is an important driver of online gambling intention. Implications for management are discussed and limitations noted.

Place, publisher, year, edition, pages
Elsevier, 2018. Vol. 44, p. 91-99
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-69723DOI: 10.1016/j.jretconser.2018.06.010Scopus ID: 2-s2.0-85048731590OAI: oai:DiVA.org:ltu-69723DiVA, id: diva2:1221801
Note

Validerad;2018;Nivå 2;2018-06-20 (andbra)

Available from: 2018-06-20 Created: 2018-06-20 Last updated: 2018-06-28Bibliographically approved

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Konietzny, Jirka

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Output format
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