Blog
About

0
views
0
recommends
+1 Recommend
1 collections
    0
    shares
      • Record: found
      • Abstract: found
      • Article: found

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

      Read this article at

      ScienceOpenPublisher
      Bookmark
          There is no author summary for this article yet. Authors can add summaries to their articles on ScienceOpen to make them more accessible to a non-specialist audience.

          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.

          Related collections

          Author and article information

          Contributors
          Journal
          The Journal of Gambling Business and Economics
          The University of Buckingham
          11 October 2019
          : 12
          : 2
          : 67-87
          Affiliations
          [1 ] University of Macau
          [2 ] University of Sussex
          Article
          10.5750/jgbe.v12i2.1691

          Comments

          Comment on this article