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Perceived control and the effects of personality and enviornmental factors on the Chinese gambling customer behavioral responses

English Abstract

This study investigates the role of gambling customers‟ perceived control on their gambling behaviors. Given the heavy dependence of the Macau economy on its gambling industry and the fierce competition among Macau casinos, this research may bring practical implications to the society. After reviewing relevant literature, there is plenty of research supports that when a service involves high risk and uncertainty (e.g., gambling in casino), customer‟s perceived control may be the primary factor which influences customer‟s behavioral responses to service providers. However, relatively few research studies perceived control as a mediating factor which explains gambling customer‟s behavioral responses. It is reasonable to expect customers with different traits (i.e., external locus of control versus internal locus of control, high superstitious belief versus low superstitious belief) may have different levels of perceived control in casino gambling experiences and, in turn, their behavioral responses. On the other hand, as there are yet no detailed studies focusing on the determinants of perceived control, this study may provide theoretical contributions to academic research. In line of this gap, the mediating effect of perceived control on the relationship between the customer‟s personality traits, perceived overall servicescape quality, and customer‟s gambling behaviors were studied in this research. ii This research consists of two stages. In the first stage, a pretest was conducted to check the clarity of the questionnaire. In pretest, university students were employed to conduct street intercept surveys near two selected casinos. Those are (1) at a safety island between Galaxy and Wynn Macau; (2) at the entrance of Macau First International Commercial Center which is opposite side of Casino Golden Dragon. A total of 69 successful cases were collected. In the second stage, the model and questionnaire were fine turned based on the pretest results. A main study was conducted near 2 selected casinos. Those were Casino Golden Dragon and Old Taipa Village (near Rua do Cunha). A total of 221 subjects completed the survey. Linear regression was employed in data analyses. It has found that personality traits (such as locus of control and superstitious belief) and perceived overall servicescape quality has posted effects on peoples‟ gambling behavioral responses, such as length of stay, repatronage intention, amount gambled, satisfaction of gambling result, and affective satisfaction. Perceived control has found to mediate some of these relationships.

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Lam, Pek U


Faculty of Business Administration


Department of Management and Marketing




Gambling -- Psychological aspects

Compulsive gambling -- China


Ho, Ying

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