Understanding Chinese gamblers’ adoption of online casinos based on e-marketing mix model

Sam, Tony and Chatwin, Chris (2019) Understanding Chinese gamblers’ adoption of online casinos based on e-marketing mix model. The Journal of Gambling Business and Economics (2). pp. 65-85. ISSN 1751-8008 (Accepted)

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Abstract

This 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.

Item Type: Article
Keywords: online casinos, e-marketing mix elements, Chinese gamblers’ perceptions, online casino adoption, behavioral intention, actual usage
Schools and Departments: School of Engineering and Informatics > Engineering and Design
Research Centres and Groups: Industrial Informatics and Signal Processing Research Group
Subjects: H Social Sciences > HA Statistics
H Social Sciences > HB Economic theory. Demography > HB0801 Consumption. Demand
H Social Sciences > HB Economic theory. Demography > HB3711 Business cycles. Economic fluctuations
Q Science > QA Mathematics
T Technology > T Technology (General)
Related URLs:
Depositing User: Chris Chatwin
Date Deposited: 12 Sep 2019 08:11
Last Modified: 12 Sep 2019 09:35
URI: http://sro.sussex.ac.uk/id/eprint/86128

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