Mapping the Online Gambling e-servicescape: A Conceptual Model
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1 Mapping the Online Gambling e-servicescape: A Conceptual Model Abstract Keywords: model Introduction 1 Angeles UNLV Gaming Research & Review Journal Volume 17 Issue 2
2 made up of a holistic atmospheric environment while an online casino s atmospheric cues UNLV Gaming Research & Review Journal Volume 17 Issue 2
3 Article Objectives the following questions: How does the holistic environment of an online casino affect intentions? The answers to these questions could lead to pragmatic solutions with model posits that the atmospheric cues and functional qualities of an environment Delimitation Virtual Environments and Game Space Literature Review UNLV Gaming Research & Review Journal Volume 17 Issue 2
4 while online poker involves the third form. virtual world. meaningful play The Servicescape A consumer s holistic evaluation of the servicescape s environmental dimensions tie to 30 UNLV Gaming Research & Review Journal Volume 17 Issue 2
5 Description of Theoretical Model 1 consists of a visual representation of the proposed model for depicting the relationship Stimulus Internal Responses Behavioral Intentions Atmospheric Cues: High/Low Task Relevant Personal & Situational Cognitive Revisit Intention Financial Trust Desire to Stay Gambling Value Demographic Affective Recommendation to Others Figure 1. Stimulus: Elements of Online Casino Servicescape UNLV Gaming Research & Review Journal Volume 17 Issue 2 31
6 Atmospheric Cues (High/Low Task-Relevant Cues). task relevant cues for online retail shops. The conceptual model here adapts these ideas to Figure 2 32 UNLV Gaming Research & Review Journal Volume 17 Issue 2
7 Figure 3. the speed of their navigation through the site. The site designer must weigh the depth of information vividness within the constraints of desired upload speeds to ensure the UNLV Gaming Research & Review Journal Volume 17 Issue 2 33
8 P1. environment. Functional Qualities Financial Trust. consumer must have faith that the odds innate in card and dice games and the odds UNLV Gaming Research & Review Journal Volume 17 Issue 2
9 author proposes: Functional Qualities Gambling Value. satisfaction will decrease (consumers plans and purposes are discussed more in the offer the most potential customer satisfaction. UNLV Gaming Research & Review Journal Volume 17 Issue 2 35
10 Internal Responses: The Organism multiple dimensions. Cognitive Responses. The cognitive state also concerns the consumers internal mental processes in using trustworthiness. Affective Responses. UNLV Gaming Research & Review Journal Volume 17 Issue 2
11 Moderators: Personal & Situational and Demographic Personal & Situational Moderators. situational moderators are each treated as single factors with multiple dimensions. Situational moderators for a virtual environment include mirrors of those known UNLV Gaming Research & Review Journal Volume 17 Issue 2
12 control and lead to dissatisfaction. Demographic Moderators. The propositions on demographic moderators are as follows: and internal responses. atmospheric cues and internal responses. rust and internal responses. value and internal responses. responses. responses. UNLV Gaming Research & Review Journal Volume 17 Issue 2
13 responses. online casino servicescape and internal responses. perceived atmospheric cues and internal responses. Behavioral Intentions Revisit Intentions. Desire to Stay. UNLV Gaming Research & Review Journal Volume 17 Issue 2
14 theoretical model s other components. Recommendation to Others. trust. proposes: The Systematic Study of Gaming Operations relationship with revisit intentions. relationship with desire to stay in the online casino environment. Discussion environment and those who have never visited a live casino also presents an interesting UNLV Gaming Research & Review Journal Volume 17 Issue 2
15 responses. studies could focus on compiling empirical evidence to document the impact of the application of such theorized models. References UNLV Gaming Research & Review Journal Volume 17 Issue 2
16 UNLV Gaming Research & Review Journal Volume 17 Issue 2 The Systematic Study of Gaming Operations
17 UNLV Gaming Research & Review Journal Volume 17 Issue 2
18 UNLV Gaming Research & Review Journal Volume 17 Issue 2
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