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

Jirka Konietzny, Albert Caruana and Mario L. Cassar

Journal of Retailing and Consumer Services, 2018, vol. 44, issue C, 91-99

Abstract: 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.

Keywords: Online gambling; TRA; Enjoyment (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:44:y:2018:i:c:p:91-99

DOI: 10.1016/j.jretconser.2018.06.010

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