CHINESE GAMBLERS’ PERCEPTIONS OF E-MARKETING MIX ELEMENTS FOR ONLINE CASINOS

Kin Meng Sam and Chris Chatwin

Journal of Gambling Business and Economics, 2015, vol. 9, issue 1, 58-76

Abstract: Internet ubiquity has revolutionized numerous industries, making online shopping and auctions a profitable business sector that is now impacting on the casino industry. Different e-marketing approaches have been widely adopted by online casinos to facilitate betting transactions. The uniqueness of e-marketing is characterized via a series of specific and relational functions that are combined with the traditional 4Ps (Product, Price, Place and Promotion) to form the e-marketing mix elements. The renown and popularity of gambling on internet casinos is growing rapidly, with the online casino business seeing significant growth in Europe, Asia and South America. In China, there are twice as many online gamblers as there are online shoppers. In this study, the perceptions of Chinese gamblers are analyzed to find out: i) the demographic effect on their perceptions of e-marketing mix elements offered by online casinos; ii) the relationships between their perceptions of e-marketing mix elements. The results can provide a reference strategy for the investors in online casinos to develop e-marketing plans for the online businesses.

Keywords: Online casinos; E-marketing mix elements; Demographic dimensions; Chinese gamblers’ perceptions; Online gambling (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2015
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Journal of Gambling Business and Economics is currently edited by Leighton Vaughan Williams, Nottingham Business School

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