Understanding Chinese Gamblers' Adoption of Online Casinos based on E-Marketing Mix Model
Abstract
This paper presents a quantitative study of online casino adoption based on the e-marketing mix model. The Internet has changed the business context of many industries. Online casino is one such rapidly growing industry. Different e-marketing approaches have been widely adopted by online casinos to attract more customers. In China, there are twice as many online gamblers as there are online shoppers. Due to the high population in China, the...
Paper Details
Title
Understanding Chinese Gamblers' Adoption of Online Casinos based on E-Marketing Mix Model
Published Date
Jan 1, 2019
Volume
12
Issue
2
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