Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 44, Issue -, Pages 91-99Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2018.06.010
Keywords
Online gambling; TRA; Enjoyment
Categories
Funding
- ALEA
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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.
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