Malik Garima, Singh Dharmendra, Bansal Rohit
Faculty of Marketing, Birla Institute of Management Technology, Greater Noida, India.
Modern College of Business and Science, Muscat, Oman.
J Gambl Stud. 2024 Sep;40(3):1271-1294. doi: 10.1007/s10899-024-10301-x. Epub 2024 Apr 22.
The widespread use of computers and the Internet has substantially changed the gaming environment during the past ten years. The gambling industry is no longer exclusive to land-based gaming establishments (such as casinos and racetracks). Today, a few keystrokes on a computer are all it takes to access gaming operations. Social media platforms like Facebook, Instagram, Snapchat and various other platforms constitute a particular form of access that has drawn more attention from academics in gambling studies. This increasing focus is partially attributable to the fact that social media sites have gained popularity as a means of accessing online gambling websites via hyperlinks hidden inside adverts. Users of social networking platforms can play free-to-play virtual gambling games using programmes. Virtual gaming platforms are the new name for these free-to-play simulation games of gambling. However, there is evidence to suggest that playing social casino games may serve as a "gateway" to real money gambling. The purpose of this study is to investigate the influence of deviant personas on online gambling behavior. By examining the relationship between deviant personas and online gambling, we seek to enhance our understanding of the factors that contribute to problematic gambling behaviors in virtual environments. Employing a robust methodological approach, this research amalgamates the analytical power of PLS-SEM (Partial Least Squares Structural Equation Modeling) to explore the factors influencing the intention to adopt online gambling services. The data for this study were obtained by administering an online survey questionnaire to a sample of 325 aware customers of online gambling. The study's discerning insights have notable implications for the academic community, brand strategists, online game designers, and online gambling platform providers, offering valuable guidance for decision-making and strategy formulation within the burgeoning online gambling industry.
在过去十年中，计算机和互联网的广泛使用极大地改变了游戏环境。博彩业不再局限于实体博彩场所（如赌场和赛马场）。如今，只需在电脑上敲击几下键盘就能进入博彩运营。像脸书、照片墙、阅后即焚等社交媒体平台以及其他各种平台构成了一种特殊的进入方式，在博彩研究领域引起了学者们更多的关注。这种关注度的不断提高部分归因于社交媒体网站作为通过隐藏在广告中的超链接访问在线赌博网站的一种手段而广受欢迎。社交网络平台的用户可以使用程序玩免费的虚拟博彩游戏。这些免费的模拟博彩游戏有了新名字——虚拟游戏平台。然而，有证据表明玩社交赌场游戏可能成为参与真钱赌博的“入口”。本研究的目的是调查越轨人格对在线赌博行为的影响。通过研究越轨人格与在线赌博之间的关系，我们力求加深对虚拟环境中导致问题赌博行为的因素的理解。本研究采用了一种稳健的方法论，融合了偏最小二乘结构方程模型（PLS - SEM）的分析能力来探究影响采用在线赌博服务意愿的因素。本研究的数据是通过对325名知晓在线赌博的客户样本进行在线调查问卷获得的。该研究的深刻见解对学术界、品牌战略家、网络游戏设计师和在线赌博平台提供商具有显著意义，为新兴的在线赌博行业内的决策和战略制定提供了有价值的指导。
