Year: 2011
Type: book-chapter
Abstract: The objective of this study is to establish a conceptual model of perception of luck and empirically examine the relationships between intensity of luck and four predictors including rarity, importance, exclusivity, and proximity in the context of a casino gaming.Data collection will be conducted by surveying casino gamblers in Macao.Participants will be asked to indicate their responses to the constructs with reference to their most recent casino gaming experience.Multiple regression analysis will be employed to test the hypotheses.The findings will enrich theoretical understanding of luck and provide implications to casino marketers on how to shape their patrons' gambling behavior through manipulating the determinants of perceived degree of luck.
Authors: Lawrence Hoc Nang Fong, Andy Lee, Adele Ladkin
Language: English
Subfield: Clinical Psychology
Field: Psychology
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2978284440