Lam Desmond, Mizerski Richard
University of Macau, E22, Avenida da Universidade, Taipa, China.
The University of Western Australia (M263), 35 Stirling Highway, Crawley, WA, 6009, Australia.
J Gambl Stud. 2017 Jun;33(2):539-553. doi: 10.1007/s10899-016-9629-3.
The objective of this study is to explore the gambling participations and game purchase duplication of light regular, heavy regular and pathological gamblers by applying the Duplication of Purchase Law. Current study uses data collected by the Australian Productivity Commission for eight different types of games. Key behavioral statistics on light regular, heavy regular, and pathological gamblers were computed and compared. The key finding is that pathological gambling, just like regular gambling, follows the Duplication of Purchase Law, which states that the dominant factor of purchase duplication between two brands is their market shares. This means that gambling between any two games at pathological level, like any regular consumer purchases, exhibits "law-like" regularity based on the pathological gamblers' participation rate of each game. Additionally, pathological gamblers tend to gamble more frequently across all games except lotteries and instant as well as make greater cross-purchases compared to heavy regular gamblers. A better understanding of the behavioral traits between regular (particularly heavy regular) and pathological gamblers can be useful to public policy makers and social marketers in order to more accurately identify such gamblers and better manage the negative impacts of gambling.
本研究的目的是通过应用购买重复定律，探究轻度常客型、重度常客型和病态赌徒的赌博参与情况及游戏购买重复现象。当前研究使用了澳大利亚生产力委员会收集的关于八种不同类型游戏的数据。计算并比较了轻度常客型、重度常客型和病态赌徒的关键行为统计数据。关键发现是，病态赌博与常规赌博一样，遵循购买重复定律，该定律指出两个品牌之间购买重复的主导因素是它们的市场份额。这意味着，在病态层面上，任意两款游戏之间的赌博，与任何常规消费者购买行为一样，基于病态赌徒对每款游戏的参与率呈现出“类似定律”的规律性。此外，与重度常客型赌徒相比，病态赌徒除了彩票和即开型游戏外，在所有游戏上的赌博频率更高，且跨游戏购买行为更多。更好地理解常规（尤其是重度常客型）赌徒和病态赌徒之间的行为特征，有助于公共政策制定者和社会营销人员更准确地识别此类赌徒，并更好地管理赌博的负面影响。
