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Mapping The Online Gambling E-Servicescape: A Conceptual Model, Brett L. Abarbanel

UNLV Gaming Research & Review Journal

A conceptual model is proposed that examines the potential influence of an online casino’s atmospheric cues and functional qualities on consumer behavioral response. A stimulus-organism-response (S-O-R) model, often used to frame other servicescape research, is adapted as the basis of the theory that the online casino environment will influence the organismic effects of cognitive and affective states, which in turn influence gamblers’ approach or avoidance behavioral intentions. Theorized elements of the virtual stimulus include high and low task-relevant cues, financial trust, and gambling value. Personal and situational factors, as well as demographic characteristics, are proposed to moderate the relationship between …