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Anticipated enjoyment and perceived fairness: Drivers of online gambling intention
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.
2019 (English)In: Journal of Gambling Studies, ISSN 1050-5350, E-ISSN 1573-3602Article in journal (Refereed) Submitted
Abstract [en]

Gambling has been around for hundreds, possibly thousands, of years, and is arguably one of the oldest forms of entertainment. It is a multifaceted phenomenon that has the obvious attraction of allowing a person the chance to win large amounts of money or a significant prize. While being a fascinating aspect of consumer behaviour, marketing scholars have shied away from giving it attention. This research focuses on recreational gambling and pursues a consumer behaviour perspective that seeks better understanding of online gambling intentions, by applying the Unified Theory of Acceptance and Technology – UTAUT/ UTAUT 2, to an online gambling context. It proposes additional hypotheses that account for the role of anticipated enjoyment and perceived fairness. Data are collected from 593 casino customers of an online gambling firm and analysed using PLS-SEM via Smart PLS. Results show that perceived fairness and anticipated enjoyment are significant drivers of gambling intention, with perceived fairness being fully mediated by effort expectancy, anticipated enjoyment and social influence. Shorn of drivers and moderators that have not been found to be significant, a gambling intention model titled UTAUT-GIM is proposed. Theoretical and managerial implications are discussed, limitations are noted and areas for further research are suggested.

Place, publisher, year, edition, pages
Springer, 2019.
Keywords [en]
marketing, gambling intention, UTAUT, PLS-SEM, enjoyment, fairness
National Category
Economics and Business Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-75735OAI: oai:DiVA.org:ltu-75735DiVA, id: diva2:1346750
Available from: 2019-08-29 Created: 2019-08-29 Last updated: 2019-09-02Bibliographically 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, Luleå, 15:00 (English)
Supervisors
Available from: 2019-09-02 Created: 2019-08-31 Last updated: 2019-09-02Bibliographically approved

Open Access in DiVA

The full text will be freely available from 2020-12-31 12:56
Available from 2020-12-31 12:56

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Konietzny, Jirka

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