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ABSTRACT
Although the online gambling game is popular, and the number of participants has significantly increased, the female players who play the online gambling game and why they have interactive online gambling remain unclear. Although there is a tendency for online gamblers to be male, while the prevalence of female online gambling use remains unclear. The purpose of this study is to explore in-depth the some characteristic and unique user experiences of the female online gambling game. This study uses netnography and online interviews, and the physical travel path in the field is observed. The study finds a three-stage approach to the situational context: online observation and collection, active participation, and emergent design. The theoretical contribution of this study is to establish a model of situations context for online gambling and 11-related propositions.
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Yi-Sheng Wang
Yi-Sheng Wang is assistant professor of marketing with the Department of Marketing and Distribution Management at Oriental Institute of Technology (Taiwan, ROC). His research has been published in journals such as Industrial Marketing Management, Journal of Business-to-Business Marketing, Baltic Journal of Management, and Journal of Child & Adolescent Behavior.