Technology Adoption Factors in the Digitization of Popular Culture: Analyzing the Online Gambling Market

Scott, S; Hughes, P; Hodgkinson, I; Kraus, S

Abstract

This study explores the psychological factors that influence market diffusion of popular culture digital services. Digital service websites have been diffusing through global markets with relative ease, but the factors influencing this are not well understood. The transition from the brick and mortar services to a digital outlet represents a form of market disruption but the way that this impacts the consumer experience and the way firms engage in innovation are not fully understood, nor are the various cognitive factors driving the adoption rates. There is a need to understand cognitions that influence intent to engage, as well as the perceptions of the social environment in which the service offering occurs. Therefore, we offer an examination of different social contexts (US and UK) to explore the impact of certain attitudes and norms toward online gambling consumption. The results of study demonstrate how variations between online and offline environments impact consumer adoption and market diffusion. Additionally, the results further support the need for more studies to focus on the soft factors that influence their innovation capabilities.

Citation

Scott, S., Hughes, P., Hodgkinson, I., & Kraus, S. (2019). Technology Adoption Factors in the Digitization of Popular Culture: Analyzing the Online Gambling Market. Technological Forecasting and Social Change, 148, Article 119717. https://doi.org/10.1016/j.techfore.2019.119717

• Journal Article Type: Article
• Acceptance Date: Aug 12, 2019
• Online Publication Date: Aug 28, 2019
• Publication Date: Nov 30, 2019
• Deposit Date: Sep 3, 2019
• Publicly Available Date: Feb 28, 2021
• Journal: Technological Forecasting and Social Change
• Print ISSN: 0040-1625
• Electronic ISSN: 1873-5509
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 148
• Article Number: 119717
• DOI: https://doi.org/10.1016/j.techfore.2019.119717
• Public URL: https://durham-repository.worktribe.com/output/1323650