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Technology adoption factors in the digitization of popular culture: Analyzing the online gambling market

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  • Scott, Stephanie
  • Hughes, Paul
  • Hodgkinson, Ian
  • Kraus, Sascha

Abstract

This study explores the psychological factors that influence market diffusion of popular culture digital services. Digital service websites have been diffusing through global markets with relative ease, but the factors influencing this are not well understood. The transition from the brick and mortar services to a digital outlet represents a form of market disruption but the way that this impacts the consumer experience and the way firms engage in innovation are not fully understood, nor are the various cognitive factors driving the adoption rates. There is a need to understand cognitions that influence intent to engage, as well as the perceptions of the social environment in which the service offering occurs. Therefore, we offer an examination of different social contexts (US and UK) to explore the impact of certain attitudes and norms toward online gambling consumption. The results of study demonstrate how variations between online and offline environments impact consumer adoption and market diffusion. Additionally, the results further support the need for more studies to focus on the soft factors that influence their innovation capabilities.

Suggested Citation

  • Scott, Stephanie & Hughes, Paul & Hodgkinson, Ian & Kraus, Sascha, 2019. "Technology adoption factors in the digitization of popular culture: Analyzing the online gambling market," Technological Forecasting and Social Change, Elsevier, vol. 148(C).
    • Handle: RePEc:eee:tefoso:v:148:y:2019:i:c:s0040162519312600
    DOI: 10.1016/j.techfore.2019.119717
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    2. Wu, Chih-Wen & Botella-Carrubi, Dolores & Blanco-González-Tejero, Cristina, 2024. "The empirical study of digital marketing strategy and performance in small and medium-sized enterprises (SMEs)," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    3. Petra Posedel v{S}imovi'c & Davor Horvatic & Edward W. Sun, 2021. "Classifying variety of customer's online engagement for churn prediction with mixed-penalty logistic regression," Papers 2105.07671, arXiv.org, revised Jul 2021.
    4. Corvello, Vincenzo & Felicetti, Alberto Michele & Ammirato, Salvatore & Troise, Ciro & Ključnikov, Aleksandr, 2024. "The rules of courtship: What drives a start-up to collaborate with a large company?," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    5. Perri, Cecilia & Giglio, Carlo & Corvello, Vincenzo, 2020. "Smart users for smart technologies: Investigating the intention to adopt smart energy consumption behaviors," Technological Forecasting and Social Change, Elsevier, vol. 155(C).
    6. Robinson, Tenesha Y. & Smith-Jackson, Tonya, 2023. "Breaking barriers through the digital workforce: Providing IT training and employment pipelines for ex-offenders," Technological Forecasting and Social Change, Elsevier, vol. 190(C).

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