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https://www.um.edu.mt/library/oar/handle/123456789/85869| Title: | Fun and fair, and I don’t care : the role of enjoyment, fairness and subjective norms on online gambling intentions |
| Authors: | Konietzny, Jirka Caruana, Albert Cassar, Mario L. |
| Keywords: | Internet gambling Joy Consumers -- Research |
| Issue Date: | 2018 |
| Publisher: | Elsevier |
| Citation: | Konietzny, J., Caruana, A., & Cassar, M. 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, 44, 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 ofrecreational gamblers. This study introduces and considers the concept of anticipated enjoyment which, togetherwith perceived fairness and social norm, impact online gambling intention. The resultant research model istested using mediated-moderated regression among a sample of 270 respondents from an online gamblingfirm.Results indicate that anticipated enjoyment is an important driver of online gambling intention. Implications formanagement are discussed and limitations noted. |
| URI: | https://www.um.edu.mt/library/oar/handle/123456789/85869 |
| Appears in Collections: | Scholarly Works - FacEMAMar Scholarly Works - FacMKSCC |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Fun_and_fair_and_I_dont_care.pdf Restricted Access | 347.84 kB | Adobe PDF | View/Open Request a copy |
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