Mapping the Online Gambling E-Servicescape: Impact of Virtual Atmospherics on the Gambler\u27s Experience

A structural model is proposed and empirically examined that investigates the influence of an online casino\u27s atmospheric cues on consumer behavioral response. A stimulus-organism-response (S-O-R) model, often used to frame other servicescape research, is adapted as the basis of the theory that the online casino environment will influence the organismic effects of cognitive and affective states, which in turn influence gamblers\u27 approach or avoidance behavioral intentions. Analyzed elements of the online gambling site stimulus include high and low task-relevant cues, financial trust, and gambling value. Personal and situational factors and demographic characteristics were found to moderate the relationship between atmospheric cues and organismic satisfaction