Impact of Virtual Atmospherics and Functional Qualities on the Online Gambler's Experience
Document Type
Article
Publication Date
5-29-2015
Publication Title
Behaviour & Information Technology
Volume
34
Issue
10
First page number:
1005
Last page number:
1021
Abstract
This study empirically tests a stimulus–organism–response (S–O–R) structural model that proposes that an online casino's atmospheric cues and functional qualities influence individuals' affective and cognitive responses, which in turn impact consumer behavioural intentions. Using self-reported data from a primarily US-based sample, analysed elements of the online gambling site stimulus included high and low task-relevant cues, financial trust, and gambling value. Demographic characteristics were found to moderate the relationship between the stimulus and internal satisfaction, with demographic group differences found among all stimulus constructs. Results emphasise the significant role that atmospherics and functional qualities play in generating positive behaviours from online gamblers, with additional implications in marketplace competitiveness and in responsible gambling practices.
Keywords
Online casino; Gambling; Online gambling; Atmospherics; Servicescape; User experience
Repository Citation
Abarbanel, B.,
Bernhard, B.,
Singh, A. K.,
Lucas, A.
(2015).
Impact of Virtual Atmospherics and Functional Qualities on the Online Gambler's Experience.
Behaviour & Information Technology, 34(10),
1005-1021.
http://dx.doi.org/10.1080/0144929x.2015.1046930