Between the Lines: Legal Consciousness and Consumer Perceptions of Online Sports Betting.

This study investigates how perceived legality of online sports betting influences perceptions of consumer protection, behavioral control, and future betting intentions. Employing general linear modeling (GLM) and fuzzy-set Qualitative Comparative Analyses (fsQCA), we assess these relationships across different types of online betting activities and among varying levels of betting experience. Results revealed that participants who perceived online sports betting as legal reported higher levels of perceived consumer protection, perceived behavioral control, and future betting intentions. The fsQCA identified specific configurations leading to high future betting intentions. Notably, two configurations emerged: (1) bettors who perceive betting as legal, participate in Daily Fantasy Sports (DFS), and have high perceived behavioral control; and (2) bettors involved in prop pick'em wagering with high perceived consumer protection and high perceived behavioral control. This study highlights the importance of perceived legality, consumer protection, and behavioral control in shaping consumer perceptions and intentions with online sports betting. The identification of specific factor combinations suggests that regulatory and policy efforts should consider the multifaceted nature of consumer behavior in online sports betting. Tailored strategies that enhance legal consciousness, strengthen consumer protection measures, and empower bettors can more effectively promote responsible gaming practices.