Fun and fair, and I don’t care: The role of enjoyment, fairness and subjective norms on online gambling intentions

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...

Full description

Saved in:
Bibliographic Details
Published in:Journal of retailing and consumer services 2018-09, Vol.44, p.91-99
Main Authors: Konietzny, Jirka, Caruana, Albert, Cassar, Mario L.
Format: Article
Language:English
Subjects:
Enjoyment
Industrial Marketing
Industriell marknadsföring
Online gambling
TRA
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary: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.
ISSN:0969-6989
1873-1384
1873-1384
DOI:10.1016/j.jretconser.2018.06.010