20141112115442581_gambling_paper.pdf (1.47 MB)
Demographic analysis of Chinese gamblers’ perceptions of e-marketing mix elements adopted by online casinos
The Internet explosion has revolutionized numerous industries, making online shopping and auctions into profitable business sectors. An increasingly important market sector is the casino industry. The profile and popularity of gambling on an internet casino is evolving rapidly, with the online gambling business seeing significant growth in Europe, Asia and South America. In China, there are twice as many online gamblers as there are Internet shoppers. In this study, the Chinese gamblers’ perceptions of e-marketing mix elements offered by online casinos will be analyzed. The purpose is : i) to investigate the popular e-marketing tools supported by existing online casinos; ii) to evaluate the demographic effect on Chinese gamblers’ perceptions of e-marketing mix elements. The results can provide a market reference for investors in online casinos.
History
Publication status
- Published
File Version
- Accepted version
Journal
Journal of Industrial and Intelligent InformationISSN
2301-3745External DOI
Issue
2Volume
3Page range
126-132Department affiliated with
- Engineering and Design Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2015-06-16First Open Access (FOA) Date
2015-06-16First Compliant Deposit (FCD) Date
2015-06-16Usage metrics
Categories
No categories selectedLicence
Exports
RefWorks
BibTeX
Ref. manager
Endnote
DataCite
NLM
DC