Journal paper - Journal of Gambling Business and Economics final.docx.pdf (873.9 kB)
Understanding Chinese gamblers’ adoption of online casinos based on e-marketing mix model
journal contribution
posted on 2023-06-09, 19:01 authored by Kin Meng Sam, Chris ChatwinChris ChatwinThis paper presents a quantitative study of online casino adoption based on the e-marketing mix model. The Internet has changed the business context of many industries. Online casino is one such rapidly growing industry. Different e-marketing approaches have been widely adopted by online casinos to attract more customers. In China, there are twice as many online gamblers as there are online shoppers. Due to the high population in China, the market potential is huge. The purpose of this study is to evaluate the impact of Chinese gamblers’ perceptions of e-marketing mix elements on their adoption of online casinos. The results can provide a reference for investors to develop more effective online casino businesses.
History
Publication status
- Published
File Version
- Accepted version
Journal
The Journal of Gambling Business and EconomicsISSN
1751-8008Publisher
University of Buckingham PressExternal DOI
Issue
2Volume
12Page range
67-87Department affiliated with
- Engineering and Design Publications
Research groups affiliated with
- Industrial Informatics and Signal Processing Research Group Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2019-09-12First Open Access (FOA) Date
2019-11-05First Compliant Deposit (FCD) Date
2019-09-12Usage metrics
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