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CHINESE GAMBLERS' PERCEPTIONS OF E-MARKETING MIX ELEMENTS FOR ONLINE CASINOS
Kin Meng Sam1; Chris R Chatwin2
2015
Source PublicationJournal of Gambling Business and Economics
ISSN1751-8008
Volume9Issue:1Pages:58 – 76
Abstract

Internet ubiquity has revolutionized numerous industries, making online shopping and auctions a profitable business sector that is now impacting on the casino industry. Different e-marketing approaches have been widely adopted by online casinos to facilitate betting transactions. The uniqueness of e-marketing is characterized via a series of specific and relational functions that are combined with the traditional 4Ps (Product, Price, Place and Promotion) to form the e-marketing mix elements. The renown and popularity of gambling on internet casinos is growing rapidly, with the online casino business seeing significant growth in Europe, Asia and South America. In China, there are twice as many online gamblers as there are online shoppers. In this study, the perceptions of Chinese gamblers are analyzed to find out: i) the demographic effect on their perceptions of e-marketing mix elements offered by online casinos; ii) the relationships between their perceptions of e-marketing mix elements. The results can provide a reference strategy for the investors in online casinos to develop e-marketing plans for the online businesses.

DOI10.5750/jgbe.v9i1.908
Language英语
Fulltext Access
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Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF ACCOUNTING AND INFORMATION MANAGEMENT
Affiliation1.University of Macau
2.University of Sussex
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Kin Meng Sam,Chris R Chatwin. CHINESE GAMBLERS' PERCEPTIONS OF E-MARKETING MIX ELEMENTS FOR ONLINE CASINOS[J]. Journal of Gambling Business and Economics,2015,9(1):58 – 76.
APA Kin Meng Sam,&Chris R Chatwin.(2015).CHINESE GAMBLERS' PERCEPTIONS OF E-MARKETING MIX ELEMENTS FOR ONLINE CASINOS.Journal of Gambling Business and Economics,9(1),58 – 76.
MLA Kin Meng Sam,et al."CHINESE GAMBLERS' PERCEPTIONS OF E-MARKETING MIX ELEMENTS FOR ONLINE CASINOS".Journal of Gambling Business and Economics 9.1(2015):58 – 76.
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