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n African Journal for Physical Health Education, Recreation and Dance - Antecedents of gambling risk taking behaviours in South Africa s management and marketing - : sports management and marketing

Volume 18 Number sup-1
  • ISSN : 1117-4315

Abstract

Horse racing often dubbed the "sport of kings" is a popular and fast growing sport in South Africa. While some previous studies have investigated the factors that motivate people to partake in horse race gambling, little attention has been given in particular to the predictors of risk taking behaviour in horse race gambling. This study attempts to fill this void by investigating the influence of escapism, hedonic, monetary and socialisation motivations on risk taking behaviour in horse race gambling in South Africa. Drawing from the gambling literature, a conceptual model is developed and tested empirically using a sample data of 180 from Gauteng Province of South Africa. In this conceptual model, escapism, hedonic, monetary and socialisation motivations are the predictors and gambling risk taking behaviour is the sole outcome variable. Analysis reveals that only hedonic and monetary motivations positively influence the gambling risk taking behaviour in a significant way. Managerial implications of the findings are discussed and limitations and future research directions are indicated.

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/content/ajpherd/18/sup-1/EJC139746
2012-12-01
2020-09-26

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