What makes people trust online gambling sites?

ABSTRACT

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 casino's address gamblers' trust concerns by providing appropriate content is the prime factor. However, designing for trust must be part of consistent strategy that also involves customer service usability.

REFERENCES

• 1: Egger, F.N. & De Groot, B. (2000). Developing a Model Trust for Electronic Commerce: An Application to a Permissive Marketing Web Site. Poster Proc. of the 9th International World Wide Web Conference, The Netherlands, May 15--19, 2000; 92--93, Foretec Seminars Inc.
• 2: Egger, F.N. (2001). Affective Design of E-Commerce User Interfaces: How to Maximise Perceived Trustworthiness. In: Helander, M., Khalid, H.M. & Tham (Eds.), Proc. of CAHD2001:Conference on Affective Human Factors Design, Singapore, June 27--29, 2001:317--324.
• 3: B. J. Fogg , Jonathan Marshall , Othman Laraki , Alex Osipovich , Chris Varma , Nicholas Fang , Jyoti Paul , Akshay Rangnekar , John Shon , Preeti Swani , Marissa Treinen, What makes Web sites credible?: a report on a large quantitative study, Proceedings of the SIGCHI conference on Human factors in computing systems, p.61-68, March 2001, Seattle, Washington, United States [doi>10.1145/365024.365037]

INDEX TERMS

Keywords:
credibility, gambling, trust, user experience strategy