The Perceived Risk and Return, Curiosity, and Control Analysis of Online Gambling Intention Among Gen Z and Millenials Using Extended UTAUT3

Research by: Jerald C. Antonio, Ardvin Kester S. Ong, John Francis T. Diaz, Maela Madel L. Cahigas, & Ma. Janice J. Gumasing

Executive Summary

The rapid ascent of online casino gaming has become a game changer for the gambling industry in the Philippines. By participating in these games, players have the opportunity to accumulate valuable virtual assets which can be traded or sold for actual money. To which, there is a lack of studies when it comes to diversity in culture, initiation, and maintenance, as well as analysis on individual stimulation and triggers for gambling. That is, generation and overall assessment of gambling activities, intention, and literatures on gambling are scarce based on their literature study. It was suggested that etiological processes should be assessed on a specific perspective to deduce different factors affecting gambling. Additionally, the rise of online sports betting among these demographics may further negatively impact traditional gambling venues. This aspect of online gambling appeals to younger generations who are increasingly interested in alternative forms of income generation and digital ownership while being entertained. This trend poses challenges for traditional casinos in the Philippines, requiring adaptation to attract younger players for business sustainability. Moreover, there is a lack of studies when it comes to diversity in culture, initiation and maintenance, as well as analysis on individual stimulation and triggers for gambling, which this study aimed to fill.

This study analyzed key factors influencing online gambling intentions among Generation Z and Millennials using higher-order Structural Equation Modeling with the extended higher-order reflective construct of the Unified Theory of Acceptance and Use of Technology 3 (UTAUT3) framework to effectively explained online gambling behavior. Testing the causal relationship among 408 valid responses using the SMART-PLS v4 software, it was seen that performance and effort expectancy, habit, social influence, hedonic motivation, personal innovativeness, price value, and facilitating conditions showed significant relationships with online gambling behavioral intentions. It has been presented that control have no significant relationship on online gambling behavioral intention of consumers, revealing that respondents may have no self or financial control while using online gambling platforms. Moreover, curiosity alone is not a strong motivator for consumers to participate in online gambling activities. Based on the results, the respondents do not perceive curiosity as a primary driver for their intent to engage in online gambling activities.

This study provides valuable theoretical insights into the motivations and perceptions driving online gambling among younger generations, offering a comprehensive understanding of the market dynamics and potential policy implications for regulating online gambling activities. The established theoretical framework could also be applied and extended among studies covering financial, gaming, and entertainment technology-related examination. Moreover, practical implications were created for developers to clearly depict and align behavioral intention for online gambling. Understanding the underlying factors influencing the intentions and behaviors of users in online gambling can help policymakers create and implement targeted regulations to protect the vulnerable population and promote responsible gambling practices. Moreover, mental health professionals and educators can utilize the insights from this research to develop educational programs and support systems to mitigate the negative consequences associated with excessive gambling behavior among young adults in the country.

To cite this article: Antonio, J. C., Ong, A. K. S., Diaz, J. F. T., Cahigas, M. M. L., & Gumasing, M. J. J. (2025). The perceived risk and return, curiosity, and control analysis of online gambling intention among Gen Z and Millennials using extended UTAUT3. Entertainment Computing, 52, 100918. https://doi.org/10.1016/j.entcom.2024.100918

To access this article: https://doi.org/10.1016/j.entcom.2024.100918

About the Journal

Entertainment Computing publishes original, peer-reviewed research articles and serves as a forum for stimulating and disseminating innovative research ideas, emerging technologies, empirical investigations, state-of-the-art methods and tools in all aspects of digital entertainment, new media, entertainment computing, gaming, robotics, toys and applications among researchers, engineers, social scientists, artists and practitioners. Theoretical, technical, empirical, survey articles, and case studies are all appropriate to the journal.

Journal Metrics