Award Date

5-1-2013

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Hotel Administration

First Committee Member

Bo Bernhard

Second Committee Member

Ashok Singh

Third Committee Member

Anthony Lucas

Fourth Committee Member

Shannon Monnat

Number of Pages

175

Abstract

A structural model is proposed and empirically examined that investigates the influence of an online casino's atmospheric cues on consumer behavioral response. A stimulus-organism-response (S-O-R) model, often used to frame other servicescape research, is adapted as the basis of the theory that the online casino environment will influence the organismic effects of cognitive and affective states, which in turn influence gamblers' approach or avoidance behavioral intentions. Analyzed elements of the online gambling site stimulus include high and low task-relevant cues, financial trust, and gambling value. Personal and situational factors and demographic characteristics were found to moderate the relationship between atmospheric cues and organismic satisfaction.

Keywords

Consumer behavior; Consumer satisfaction; Gamblers; Gambling; iGaming; Internet gambling; Servicescape; Structural equation modeling

Disciplines

Business | E-Commerce | Gaming and Casino Operations Management | Psychology

Language

English


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