갬블링 동기,열정,참여의도 간 구조관계 분석 = 서울시민을 대상으로

다국어 초록 (Multilingual Abstract)

The purpose of this paper is to examine the relationships among gambling motivation, passion, and behavioral intention. To this end an onsite survey was conducted to Seoul citizen who had participated in one of the following gambling games: horse racing, casino, lotto, cycling/motor boat, toto/proto, and online game. The results of this study indicate that intrinsic motivation had an effect on both harmonious and obsessive passion, whereas extrinsic motivation influenced only obsessive passion. Also, both harmonious and obsessive passion had an effect on behavioral intention. Furthermore, the effect of intrinsic motivation on passion was stronger for harmonious passion than obsessive passion, and the impact of passion on behavioral intention was stronger for harmonious passion than obsessive passion. The findings suggest that gambling industry should promote intrinsic motivation to have its positive impact on harmonious passion and behavioral intention. This study also identify that intrinsic motivation influenced obsessive passion using the modified structural equation modelling approach.