CHINESE GAMBLERS’ PERCEPTIONS OF E-MARKETING MIX ELEMENTS FOR ONLINE CASINOS

Article Sidebar

Requires Subscription or Fee PDF (GBP 25)
Published: May 29, 2015
DOI: https://doi.org/10.5750/jgbe.v9i1.908
Keywords:
Online casinos E-marketing mix elements Demographic dimensions Chinese gamblers’ perceptions Online gambling

Main Article Content

Kin Meng Sam
University of Macau
Chris Chatwin
University of Sussex

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.

Article Details

Issue
Vol. 9 No. 1 (2015)
Section
Articles
Author Biographies

Kin Meng Sam, University of Macau

Department: Accounting and Information ManagementRank: Assistant Professor, Electronic Business 

Chris Chatwin, University of Sussex

Department: Engineering and DesignRank: Full Professor

References

Abbott, M., Volberg, R., & Ronnberg, S. (2004). Comparing the New Zealand and Swedish national surveys of gambling and problem gambling. Journal of Gambling Studies, 20, 237–258.

Azonlinecasinos (2011), “Global Online Gambling Market has grown over 18 Percent”, Retrieved 9 May, 2011, from

http://www.azonlinecasinos.com/news/20110509/global-online-gambling-market-has-grown-over-18-percent/

British Gambling Prevalence Survey (2010), URL:

http://www.gamblingcommission.gov.uk/PDF/British%20Gambling%20Prevalence%20Survey%202010.pdf

Casino City. (2009). Casino City: Your casino directory. Retrieved April 27, 2009 & November 10, 2009, from http://www.casinocity.com/.

Casino Gambling Web (2014), “Macau Casino Revenue Now Larger Than Entire US”, Retrieved 2 Jan, 2014, from

http://www.casinogamblingweb.com/gambling-news/casino-gambling/macau_casino_revenue_now_larger_than_entire_us_58089.html

Chellappa, K & Sin, G. (2005). Personalization versus Privacy: An Empirical Examination of the Online Consumer’s Dilemma. Information Technology and Management, 6, 181–202.

Choudrie, J. and Lee, H. (2004). Broadband development in South Korea: institutional and cultural factors. European Journal of Information Systems, 13(2), 103-114.

Constantinides, E. (2002). The 4S Web-Marketing Mix Model. Electronic Commerce Research and Applications, 1(1), 57-76.

Corney R. and Davis, J. (2010). The attractions and risks of internet gambling for women: A qualitative Study. Journal of Gambling Issues, 24, 121–139.

Deshpande, R. & Zaltman, G. (1982). Factors affecting the use of market research information: A path analysis, Journal of Marketing Research, 19(1), 14-31.

DutchNews.nl (2009), “Illegal internet gambling hits 450m euro”, Retrieved 4 Feb, 2014, from http://www.dutchnews.nl/news/archives/2009/01/illegal_internet_gambling_hits.php

EmaxHealth. (2010). Compulsive online gambling affects growing number of women. Located at: http://www.emaxhealth.com/1275/49/35139/compulsive-online-gambling-affects-growing-number-women.html. Accessed 27 Sept 2012.

European Commission. (2009). EYouGuide. Located at: http://ec.europa.eu/information_society/eyouguide/index_en.htm.

EzineArticles.com (2008), “How To Start Your Own Online Casino and Poker Gaming Business”, Retrieved 7 May, 2008, from http://ezinearticles.com/?How-To-Start-Your-Own-Online-Casino-and-Poker-Gaming-Business&id=1159559

George, D. and Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference. 11.0 update, 4th ed. Boston, U.S.: Allyn & Bacon.

Gibs, J. and Bruich, S. (2010). Advertising Effectiveness: Understanding the Value of a Social Media Impression. New York, NY: The Nielsen Company.

Griffiths, M. D. (2011). Technological trends and the psychosocial impact on gambling. Casino and Gaming International, 7(1), 77–80.

Hoffman, D. L., Novak, T.P. (1997). A New Marketing Paradigm for Electronic Commerce. In: The Information Society, Special issue for electronic Commerce, 13(1), 43-54.

Ipsos Reid (2005). Online Poker in North America: A Syndicated Study. www.ipsos-na.com.

Hu, J. L., Chiou, Y. H. & Hwang, H. (2004). Coupons and Price Discrimination in Vertically-Correlated Markets. Managerial and Decision Economics, 25, 29-40.

Kalyanam, K. and McIntyre, S. (2002). The Marketing Mix: A Contribution of the E-Tailing Wars, Journal of the Academy of Marketing Science, 30(4), 483-495.

Kang, M. G., Lee, G. M. and Ko, I. H. (2010). Evaluating Watershed Management within a River Basin Context Using an Integrated Indicator System. Journal of Water Resources Planning and Management, vol. 136(2), 258-267.

King, D. L., Delfabbro, P. H., & Griffiths, M. D. (2010). The convergence of gambling and digital media: Implications for gambling in young people. Journal of Gambling Studies, 26, 175–187.

Kinsman, A. (2005). Poker on the internet (2nd ed.). West Sussex: D & B Publishing.

Kohli, A.K. & Jaworski, B.J. (1990). Market orientation: The construct, research propositions and managerial implications, Journal of Marketing, 54(2), 1–18.

Krishnamurthy, S. (2006). Introducing E-MARKPLAN: A Practical Methodology to Plan E-Marketing Activities. Business Horizons, 49(1), 51-60.

Lauterborn, B. (1990). New Marketing Litany: Four P's Passe: C-Words Take Over. Advertising Age, 61(41), 26.

Linda, B. (2008). How Top Retailers Show Product Images. Located at: http://www.getelastic.com/how-top-retailers-show-product-images/. Retrieved 15 February, 2014.

Liu, C., Marchewka, J., Lu, J., and Yu, C. (2004). Beyond concern: a privacy-trust behavioral intention model of electronic commerce. Information & Management, 42(1), 127-142.

Macau Business Daily (2013), “Dynam Japan wants online games in Macau”, Retrieved 29 Nov., 2013, from http://macaubusinessdaily.com/Gaming/Dynam-Japan-wants-%E2%80%98online%E2%80%99-games-Macau

Mass Customization & Open Innovation News. (2012). Interview with German handbag customizer Project OONA. Located at: http://mass-customization.de/2012/12/market-watch-project-oona-a-womans-paradise-part-ii.html. Accessed 12 January, 2014.

McBride, J. & Derevensky, J. (2009). Internet Gambling Behavior in a Sample of Online Gamblers. International Journal of Mental Health Addiction, 7, 149-167.

McMullan, J. L., & Miller, D. (2008). All in! The commercial advertising of offshore gambling on television. Journal of Gambling Issues, 22, 230–251.

Nielson, W. (2010a). Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online. Located at: http://blog.nielsen.com/nielsenwire/global/social-media-accounts-for-22-percent-of-time-online/. Retrieved November 18, 2013.

Nielson, W. (2010b). Friending The Social Consumer. Located at: http://blog.nielsen.com/nielsenwire/online_mobile/friending-the-social-consumer/. Accessed June 16, 2013.

Noor Raihan Ab Hamid and Ali Khatibi (2006). “How Effective are Firms’ E-Marketing Tools?”, in Proc. the 5th WSEAS International Conference on E-ACTIVITIES, Venice, Italy, 2006, pp.183-188.

Philippine Yahoo News (2012), “Macau casino revenue in 2011 surged to $33.5B”, Retrieved 3 Jan, 2012, from http://ph.news.yahoo.com/macau-casino-revenue-2011-surged-33-5b-080157626.html

Raghu, T. S. et al. (2001). Dynamic profiling of consumers for customized offerings over the Internet: A model and analysis. Decision Support Systems, 32(2), 117–134.

Ramsey, G. (2010). 10 Best Practices for Success with Social Media. New York, NY: eMarketer.

So, W. C., Wong, T. N. and Sculli, D. (2005). Factors affecting intentions to purchase via the internet. Industrial Management & Data Systems, 105(9), 1225-44.

Svensson, J. (2012). Trends in online gambling in Sweden, In Proc. the 9th European Conference on Gambling Studies and Policy Issues, Greece, 2012.

Teodorescu, A. (2009). CE propune noi reguli pentru a proteja consumatorii care faccumparaturi online. Located at: http://www.wall-street.ro/articol/IT-C-Tehnologie/50223/CE-propune-noi-reguli-pentru-aproteja-consumatorii-care-fac-cumparaturi-online.html. Accessed December, 2013.

UK Gambling Commission (2013), “industry statistics”, URL: http://www.gamblingcommission.gov.uk/docs/Industry%20statistics%20-%20April%202008%20to%20March%202013%20-%20excel.xlsx

Van Waterschoot, W. and Van den Bulte, C. (1992). The 4P Classification of the Marketing Mix Revisited. Journal of Marketing, 56(4), 83-93.

Venkatesh, V., Morris, M. G., Davis and Davis, F. D. (2003). User acceptance of information technology toward a unified view. MIS Quarterly, 27(3), 425-78.

Vong, F. (2007). The Psychology of Risk-taking in Gambling among Chinese Visitors to Macau. International Gambling Studies, 7(1), 29-42.

Vong, F. (2009). Influence of Personal Factors on Macau Residents’ Gaming Impact Perceptions. UNLV Gaming Research and Review Journal, 12(1-2), 15-28.

Wang, H., Lee, M. K., and Wang, C. (1998). Consumer Privacy Concerns about Internet Marketing. Communications of the ACM, 41(3), 63-70.

Wood, R. T. A., Griffiths, M. D., & Parke, J. (2007). Acquisition, development, and maintenance of online poker playing in a student sample. CyberPsychology & Behavior, 10(3), 354–361.

Woolley, R. (2003). Mapping Internet gambling: Emerging modes of online participation in wagering and sports betting. International Gambling Studies, 3(1), 3-21.

Zacharias, J. (2010). Internet gambling: Is it worth the risk? Located at: http://www.bcresponsiblegambling.ca/other/docs/internet_gambling_jan_zacharias.pdf. Accessed 25 Aug 2010.