Factors influencing online betting behaviour among Malaysians

Khoo, Boon Tiam (2024) Factors influencing online betting behaviour among Malaysians. Master dissertation/thesis, UTAR.

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Abstract

This study investigates the individual factors contributing to the development of problematic online betting behaviour among Malaysians. Specifically, it examines the influence of financial insecurity, attitudes towards internet use, and social media marketing on online betting behaviour. The research is guided by three primary objectives: (1) to determine whether Malaysians' sense of financial insecurity influences their online betting behaviour, (2) to assess whether Malaysians' attitudes towards internet use affect their online betting behaviour, and (3) to evaluate the impact of social media marketing on Malaysians' online betting behaviour. A quantitative research design was employed, utilizing a questionnaire administered both online and in print to a target sample of 200 respondents from social media platforms and nearby universities and colleges. The theoretical framework is grounded in the Gratification of Internet Use and Maslow's Hierarchy of Needs. The findings reveal significant relationships between the independent variables and online betting behaviour. Financial insecurity (B = 0.221, Beta = 0.235, t = 3.340, p = .001), attitudes towards internet use (B = 0.247, Beta = 0.253, t = 4.522, p = .000), and social media marketing (B = 0.290, Beta = 0.343, t = 5.103, p = .000) all significantly influence online betting behaviour. These results support the hypotheses that financial insecurity, attitudes towards internet use, and social media marketing are significant predictors of online betting behaviour. This study contributes to the understanding of the psychological and social factors influencing online betting behaviour and provides insights for developing targeted interventions to mitigate problematic betting behaviours. Keywords: Online Betting Behaviour, Financial Insecurity, Attitude Towards Internet Use, Social Media Marketing, Problematic Betting Behaviour

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