Understanding Chinese Gamblers' Adoption of Online Casinos Based on E-Marketing Mix Model

UM > Faculty of Business Administration > DEPARTMENT OF ACCOUNTING AND INFORMATION MANAGEMENT

Status	已發表Published
	Understanding Chinese Gamblers' Adoption of Online Casinos Based on E-Marketing Mix Model
	Sam, K. M.; Chatwin, C. R.
	2019-10-01
Source Publication	Journal of Gambling Business and Economics
ISSN	1751 8008
Pages	67-87
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.
Keyword	Online casinos E-marketing mix elements Chinese gamblers’ perceptions Online casino adoption Behavioral intention Actual usage
Language	英語English
The Source to Article	PB_Publication
PUB ID	46249
Document Type	Journal article
Collection	DEPARTMENT OF ACCOUNTING AND INFORMATION MANAGEMENT
Corresponding Author	Sam, K. M.
Recommended Citation GB/T 7714	Sam, K. M.,Chatwin, C. R.. Understanding Chinese Gamblers' Adoption of Online Casinos Based on E-Marketing Mix Model[J]. Journal of Gambling Business and Economics, 2019, 67-87.
APA	Sam, K. M.., & Chatwin, C. R. (2019). Understanding Chinese Gamblers' Adoption of Online Casinos Based on E-Marketing Mix Model. Journal of Gambling Business and Economics, 67-87.
MLA	Sam, K. M.,et al."Understanding Chinese Gamblers' Adoption of Online Casinos Based on E-Marketing Mix Model".Journal of Gambling Business and Economics (2019):67-87.

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