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Determinants of consumer intention to use online gambling services: An empirical study of the Portuguese market
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Resumo(s)
Online gambling has skyrocketed in recent years. As such, knowing the determinants of consumer
usage behavior is crucial in understanding online gambling services. This study has as main objective
the construction of an explanatory model of the online gambling services usage behavior, based on
the incorporation of perceived risk in the conceptual framework of the Unified Theory of Acceptance
and Use of Technology 2 (UTAUT2). The empirical validation of the model was performed by
conducting an online survey to a convenience sample of 212 Portuguese online players. Data were
processed using the PLS-SEM methodology. The results evidence that performance expectancy, social influence, facilitating conditions, hedonic motivations, price value, habits, as well as perceived risk influence the intention to use online gambling services.
Descrição
Palavras-chave
E-marketing Online consumer behavior Online gambling Perceived risk UTAUT2
Contexto Educativo
Citação
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Licença CC
Sem licença CC