Anticipated enjoyment and perceived fairness
Drivers of online gambling intention
Document identifier: oai:DiVA.org:ltu-75735
Keyword: Social Sciences,
Economics and Business,
Samhällsvetenskap,
Ekonomi och näringsliv,
Business Administration,
Företagsekonomi,
Marketing,
Gambling intention,
UTAUT,
PLS-SEM,
Enjoyment,
Fairness,
Industrial Marketing,
Industriell marknadsföringPublication year: 2019Relevant Sustainable Development Goals (SDGs):
The SDG label(s) above have been assigned by OSDG.aiAbstract: 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.
Authors
Jirka Konietzny
Luleå tekniska universitet; Industriell Ekonomi
Other publications
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Albert Caruana
University of Malta
Other publications
>>
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identifier: oai:DiVA.org:ltu-75735
datestamp: 2021-04-19T12:57:21Z
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identifier: http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-75735
titleInfo:
@attributes:
lang: eng
title: Anticipated enjoyment and perceived fairness
subTitle: Drivers of online gambling intention
abstract: 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.
subject:
@attributes:
lang: eng
authority: uka.se
topic:
Social Sciences
Economics and Business
@attributes:
lang: swe
authority: uka.se
topic:
Samhällsvetenskap
Ekonomi och näringsliv
@attributes:
lang: eng
authority: uka.se
topic:
Social Sciences
Economics and Business
Business Administration
@attributes:
lang: swe
authority: uka.se
topic:
Samhällsvetenskap
Ekonomi och näringsliv
Företagsekonomi
@attributes:
lang: eng
topic: marketing
@attributes:
lang: eng
topic: gambling intention
@attributes:
lang: eng
topic: UTAUT
@attributes:
lang: eng
topic: PLS-SEM
@attributes:
lang: eng
topic: enjoyment
@attributes:
lang: eng
topic: fairness
@attributes:
lang: eng
authority: ltu
topic: Industrial Marketing
genre: Research subject
@attributes:
lang: swe
authority: ltu
topic: Industriell marknadsföring
genre: Research subject
language:
languageTerm: eng
genre:
publication/journal-article
ref
note:
Submitted
1
name:
@attributes:
type: personal
authority: ltu
namePart:
Konietzny
Jirka
role:
roleTerm: aut
affiliation:
Luleå tekniska universitet
Industriell Ekonomi
nameIdentifier:
jirkon
0000-0002-8022-8835
@attributes:
type: personal
namePart:
Caruana
Albert
role:
roleTerm: ctb
affiliation: University of Malta
originInfo:
dateIssued: 2019
publisher: Springer
relatedItem:
@attributes:
type: host
titleInfo:
title: Journal of Gambling Studies
identifier:
1050-5350
1573-3602
location:
url: http://ltu.diva-portal.org/smash/get/diva2:1346750/FULLTEXT01.pdf
accessCondition: gratis
physicalDescription:
form: electronic
typeOfResource: text