A Study Of Choice Preference Of Numbers Gambling Using The Theory Of Reasoned Action
Loading...
Date
2001-05
Authors
SHENG BENG, LIM
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
This research was carried out to study choice preference of numbers gamblers
to buy from illegal operators. The purpose of the study is to determine the factors that
influence numbers gamblers toward their preference for the illegal operators by
exploring the buyers beliefs, attitudes and behavioural intention. The model adopted
was the theory of reasoned action (TRA) as proposed by Fishbein and Ajzen (1975).
This research also serves to test the applicability of the TRA in predicting choice
decision of numbers buyers. Questionnaire survey was used in this research. Nonprobability
convenient sampling was used with 400 sets of questionnaire distributed
. and a total of 198 completed questionnaire returned for analysis.
The findings of this study indicates that the TRA could be used in predicting ,
choice decision of numbers buyers by explaining 58.8 percent of the variance in the
intervening variable, intention to select the operator type. It was also determined that
the subjective norm component has a higher predictive power than the attitudinal
component. Of the two elements in the normative components, closest friend factor
was determined to be more influential. In the corresponding attitudinal components,
the more influential elements, (in descending order) are convenience, trusted operator,
flexible games and risk.
Results of this study indicate that there are about equal number of people who
prefer legal and illegal operators. Those in the younger age group are more likely to
buy from the illegal operators. Generally those who prefer the illegal operators, buy
more often and spend more on bets.
Although many western researchers have concluded that gambling is gaining
acceptance, it will nevertheless remain a controversial issue. However, although this
study is not designed to gauge the extent of the illegal market, it nevertheless provide
some insight into the prevalence of this under ground industry. If proven true, this will
represent a great challenge to the legal operators and regulating authorities, in terms
of loss market share and tax revenue.
Description
Keywords
A Study Of Choice Preference Of Numbers Gambling , Using The Theory Of Reasoned Action