What makes people trust online gambling sites?

14 years 5 months ago

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A validated model of trust was used as a framework for an empirical study to identify on- and offline factors that influence gamblers' perception of an online casino's trustworthiness. The results suggest that the quality with which casinos address gamblers' trust concerns by providing appropriate content is the prime factor. However, designing for trust must be part of a consistent strategy that also involves customer service and usability. Keywords Trust, Credibility, Gambling, User Experience Strategy. OBJECTIVES Over recent years, the gambling industry has been rapidly moving online. However, the gambling industry has a tainted reputation, since casinos were used for money laundering purposes from the early 20th century. Unlike sports betting where the outcome is unambiguous, casino games are supposed to be ruled by chance alone. This requires gamblers to have full trust in the casino and the fairness of its odds. How do gamblers judge whether a particular online ca...

Bhiru Shelat, Florian N. Egger

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