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An Online Sports Betting Adoption Model


  • Chang Boon Patrick Lee
  • Lin Hammer Xia


The objective of this research was to validate an online sports betting adoption model among students in a tertiary institution. The research model incorporated key constructs in the Technology Acceptance Model (TAM) and two other constructs - gambling belief and subjective norm. Data collected from a questionnaire survey were used to test the model. The results, based on 212 survey returns, supported all the hypotheses proposed in this study. They showed that perceived usefulness, perceived ease of use, attitude, gambling belief, and subjective norm had either direct or indirect influence on intention to bet online. The study discussed the implications of the results for industry practitioners and gambling counselors.

Suggested Citation

  • Chang Boon Patrick Lee & Lin Hammer Xia, 2009. "An Online Sports Betting Adoption Model," Journal of Gambling Business and Economics, University of Buckingham Press, vol. 3(1), pages 23-40, April.
  • Handle: RePEc:buc:jgbeco:v:3:y:2009:i:1:p:23-40

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    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism


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