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The Online Betting Behavior of Sport Lottery Consumers

Author

Listed:
  • Li-Wei Liu

    (Chaoyang University of Technology, Taiwan)

  • Ying-Hsiao Lai

    (Chaoyang University of Technology, Taiwan)

  • Tsung-Hua Hsieh

    (Chaoyang University of Technology, Taiwan)

Abstract

The sports lottery industry is growing globally, especially in the online betting market. This study focuses on online sports lottery behavior and tries to propose a framework applied in a virtual environment. Based on the Technology Acceptance Model, four antecedes (subject norm, computer anxiety, computer self-efficacy, and personal innovativeness) are added to this framework. The subjects of this study, from whom 268 valid questionnaires were collected, were betting members of sports lottery venders in the Taichung district. Findings show that subject norm is a good antecede in this framework, but computer anxiety does not reach statistical significance for explanation in this study. Both computer self-efficacy and personal innovativeness positively influence perceived usefulness. The results demonstrate the value of the expanded TAM and use of the expanded model indicates a high degree of acceptance for online betting systems among sports lottery consumers. The TAM expansion proved relevant in gathering applied information on the behavior of sports lottery consumers.

Suggested Citation

  • Li-Wei Liu & Ying-Hsiao Lai & Tsung-Hua Hsieh, 2022. "The Online Betting Behavior of Sport Lottery Consumers," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 14(1), pages 1-18, January.
    • Handle: RePEc:igg:jesma0:v:14:y:2022:i:1:p:1-18
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJESMA.301273
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    References listed on IDEAS

    as
    1. Day-Yang Liu & Wen-Chun Tsai & Chung-Yi Fang & Pei-Leen Liu, 2019. "Determinants of Managerial Performance on Taiwan Sports Lottery in System Dynamics Modeling of Strategic Management Approach," Journal of Applied Finance & Banking, SCIENPRESS Ltd, vol. 9(5), pages 1-10.
    2. Yu Wang & Shanyong Wang & Jing Wang & Jiuchang Wei & Chenglin Wang, 2020. "An empirical study of consumers’ intention to use ride-sharing services: using an extended technology acceptance model," Transportation, Springer, vol. 47(1), pages 397-415, February.
    3. Felix B. Tan & Paul Sutherland, 2004. "Online Consumer Trust: A Multi-Dimensional Model," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 2(3), pages 40-58, July.
    4. Mao, Luke Lunhua & Zhang, James J. & Connaughton, Daniel P., 2015. "Sports gambling as consumption: Evidence from demand for sports lottery," Sport Management Review, Elsevier, vol. 18(3), pages 436-447.
    5. Luke Lunhua Mao & James J. Zhang & Daniel P. Connaughton, 2015. "Sports gambling as consumption: Evidence from demand for sports lottery," Sport Management Review, Taylor & Francis Journals, vol. 18(3), pages 436-447, July.
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