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WHO’S BETTING ON SPORTS? THREE ESSAYS ON UNDERSTANDING SPORTS BETTING MOTIVATION AND ITS INFLUENCE ON BETTING INTENTION AND BEHAVIOR
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Thesis/Dissertation
Date
2022
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Tourism and Sport
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http://dx.doi.org/10.34944/dspace/7702
Abstract
Since the U.S. Supreme Court lifted the federal ban on sports gambling, the popularity of sports gambling continues to increase. This has left the sport industry, including academics, interested in examining the drivers of sports gambling participation and their influence on consumers’ betting behavior. This dissertation includes three essays considering motivations to engage in sports gambling. While all focus on sports gambling, each of these three standalone essays embrace a different focus to explore sports gambling motivations and betting behavior. First, Essay One explores the differences in motivation and perception of skill versus luck between daily fantasy sports (DFS) and sports betting participants. Next, Essay Two investigates the interplay between motivations and game characteristics on betting intentions. Finally, Essay Three explores the effects of different marketing promotions and their fit with consumers’ regulatory focus on consumers’ betting behavior. Collectively, this research will provide insights and understandings of different drivers of sports gambling and their influence on consumer behavior regarding sports gambling.
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