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Technology adoption factors in the digitization of popular culture : analyzing the online gambling market.

Scott, S. and Hughes, P. and Hodgkinson, I. and Kraus, S. (2019) 'Technology adoption factors in the digitization of popular culture : analyzing the online gambling market.', Technological forecasting and social change., 148 . p. 119717.


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.

Item Type:Article
Full text:Publisher-imposed embargo until 28 February 2021.
(AM) Accepted Manuscript
Available under License - Creative Commons Attribution Non-commercial No Derivatives.
File format - PDF
Publisher Web site:
Publisher statement:© 2019 This manuscript version is made available under the CC-BY-NC-ND 4.0 license
Date accepted:12 August 2019
Date deposited:03 September 2019
Date of first online publication:28 August 2019
Date first made open access:28 February 2021

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