Factors influencing individuals' gambling behavior : a case study in Malaysia
Factors influencing individual gambler’s decision making may differ because of different country, races, religion and culture of residents. The main aim of this study was to investigate the factors influencing individuals’ gambling behavior. Moreover, it intends to determine whether external fact...
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| Format: | Final Year Project Report / IMRAD |
| Language: | English English |
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Universiti Malaysia Sarawak, (UNIMAS)
2011
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| Online Access: | http://ir.unimas.my/id/eprint/5293/ http://ir.unimas.my/id/eprint/5293/1/FACTORS%20INFLUENCING%20INDIVIDUALS%E2%80%99%20GAMBLING%20BEHAVIOR-A%20CASE%20STUDY%20IN%20MALAYSIA%20%2824pgs%29.pdf http://ir.unimas.my/id/eprint/5293/7/Woon%20Chan%20Yei.pdf |
| Summary: | Factors influencing individual gambler’s decision making may differ because of
different country, races, religion and culture of residents. The main aim of this study
was to investigate the factors influencing individuals’ gambling behavior. Moreover,
it intends to determine whether external factors (marketing activities, sociocultural
environment) or internal factors (psychological field) which consist as independent
variable have positive influence on individuals’ gambling behavior (dependent
variables). Theory of Buyer Behavior introduces by Howard and Sheth (1969) were
used to examine consumer decision making in this study. The scope of this study
was limited to casino visitors above 20 years old in Genting Highlands, Malaysia. A
total of 200 filled questionnaires were analyzed. The results of Linear Regression
analysis showed that Hypotheses 1 and Hypotheses 2 were accepted. Marketing
activities (H1) and sociocultural environment (H2) are significant influence on
individuals’ gambling behavior. Hypotheses 3 were rejected. It means Psychological
Field (H3) insignificantly influences individuals’ gambling behavior. Besides, the
Pearson R Correlation analysis supported the Linear Regression analysis findings
that there were significant and positive relationships among independent variables
and dependent variables. From the discussion, this study suggested that marketers
should focus more on marketing activities and sociocultural environment since these
factors provides highly influencing power in gambling behavior. |
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