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Demographic Analysis of Chinese Gamblers’ Perceptions of E-marketing Mix Elements Adopted by Online Casinos

K. M. Sam1 and C. R. Chatwin2
1.Department of Accounting and Information Management, University of Macau, Macau, China
2.Department of Engineering and Design, University of Sussex, Brighton, United Kingdom
Abstract—The Internet explosion has revolutionized numerous industries, making online shopping and auctions into profitable business sectors. An increasingly important market sector is the casino industry. The profile and popularity of gambling on an internet casino is evolving rapidly, with the online gambling business seeing significant growth in Europe, Asia and South America. In China, there are twice as many online gamblers as there are Internet shoppers. In this study, the Chinese gamblers’ perceptions of e-marketing mix elements offered by online casinos will be analyzed. The purpose is : i) to investigate the popular e-marketing tools supported by existing online casinos; ii) to evaluate the demographic effect on Chinese gamblers’ perceptions of e-marketing mix elements. The results can provide a market reference for investors in online casinos.

Index Terms—e-marketing, demographic analysis, online casinos, internet gambling, e-marketing mix models

Cite: K. M. Sam and C. R. Chatwin, "Demographic Analysis of Chinese Gamblers’ Perceptions of E-marketing Mix Elements Adopted by Online Casinos," Journal of Industrial and Intelligent Information, Vol. 3, No. 2, pp. 126-132, June 2015. doi: 10.12720/jiii.3.2.126-132
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