Anticipated enjoyment and perceived fairness

Drivers of online gambling intention

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Keyword: Social Sciences, Economics and Business, Samhällsvetenskap, Ekonomi och näringsliv, Business Administration, Företagsekonomi, Marketing, Gambling intention, UTAUT, PLS-SEM, Enjoyment, Fairness, Industrial Marketing, Industriell marknadsföring
Publication year: 2019
Relevant Sustainable Development Goals (SDGs):
SDG 3 Good health and wellbeing
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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.


Jirka Konietzny

Luleå tekniska universitet; Industriell Ekonomi
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Albert Caruana

University of Malta
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