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

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  • Konietzny, Jirka
  • Caruana, Albert
  • Cassar, Mario L.

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.

Suggested Citation

  • Konietzny, Jirka & Caruana, Albert & Cassar, Mario L., 2018. "Fun and fair, and I don’t care: The role of enjoyment, fairness and subjective norms on online gambling intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 91-99.
    • Handle: RePEc:eee:joreco:v:44:y:2018:i:c:p:91-99
    DOI: 10.1016/j.jretconser.2018.06.010
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    Cited by:

    1. Petra Posedel v{S}imovi'c & Davor Horvatic & Edward W. Sun, 2021. "Classifying variety of customer's online engagement for churn prediction with mixed-penalty logistic regression," Papers 2105.07671, arXiv.org, revised Jul 2021.
    2. Xu, Zimu & Gonzalez-Serrano, Maria H. & Porreca, Rocco & Jones, Paul, 2021. "Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games," Journal of Business Research, Elsevier, vol. 131(C), pages 206-216.
    3. Petra P. Šimović & Claire Y. T. Chen & Edward W. Sun, 2023. "Classifying the Variety of Customers’ Online Engagement for Churn Prediction with a Mixed-Penalty Logistic Regression," Computational Economics, Springer;Society for Computational Economics, vol. 61(1), pages 451-485, January.
    4. Hussain, Shahid & Seet, Pi-Shen & Ryan, Maria & Iranmanesh, Mohammad & Cripps, Helen & Salam, Abdul, 2022. "Determinants of switching intention in the electricity markets - An integrated structural model approach," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).

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    Keywords

    Online gambling; TRA; Enjoyment;
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