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Title: Online betting services : a UK consumer perspective
Author: Kincaid, Andrew
ISNI:       0000 0004 5355 3178
Awarding Body: Ulster University
Current Institution: Ulster University
Date of Award: 2014
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This thesis details the macro-level, micro-level and nano-level investigation of factors affecting the acceptance, adoption and diffusion of online betting technologies in the UK market. The research is positioned to explore the usage of these technologies, pertinent drivers and inhibitors, and key factors influencing bettor behaviour. Given the rapid development of key emergent technologies, the current knowledge base is theoretically and contextually deficient in the understanding of how and why these technologies are accepted, adopted and diffuse. Built upon the Social Construction of Technology philosophy, technological and social factors are explored. Consequently, key theoretical components are drawn upon; behavioural intention concepts of Technology Acceptance and Innovation Diffusion. Methodologically, a three-phase, sequential, mixed methods approach is taken. The challenges of researching this hidden population are addressed through sampling and distribution conducted purely online; contributing to the internet research field . Initial quantitative scoping is conducted through an online survey instrument. Qualitative exploration and explanation of emerging themes is conducted though semi-structured email interviews. Operating at the nano-Ievel, a novel e-projectives technique provides further exploration and explanation of salient themes. The e-projectives instrument furthers social sciences research theory as this innovative technique is translated and applied in a digital context. Through confirmation, disconfirmation and extension of knowledge, theoretical and contextual contributions are made to the key areas of; online consumer behaviour, e-commerce and Information Systems. Knowledge is added in the area of consumer behaviour and e-commerce through exploration of online bettor behaviours and the accepted digital delivery of betting services. Online bettors are found to utilise numerous technologies to provide a 'grand solution' with online betting services enhancing the speed, ease and control of betting. Primary drivers identified are; ease of use, ease of contact, reliability and safety. Trust and assurances are primary inhibitors. Operational advantage, Proficiency Development and Service Performance are key influences in online bettor behaviour. Philosophically, SCOT is supported through the identified interplay between social and technological factors. IS theory is advanced with support for the amalgamation of technology acceptance and innovation diffusion theories, and addition of contextual aspects. Finally, a number of practical recommendations are forwarded for key stakeholders.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available