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Keywords

Sport Betting; Consumer Behavior; Systematic Review; Sport Gambling

Disciplines

Gaming and Casino Operations Management | Gaming Law | Sports Management | Sports Studies

Document Type

Original Review Article (Essays, Opinion Pieces, and/or Book Reviews)

Abstract

Sport betting is a popular and lucrative entertainment segment of the sport industry. As such, understanding consumer behavior across the betting experiences is critical for the many stakeholders involved. The current study is a systematic quantitative literature review which assesses the current state of literature that intersects sport betting and consumer behavior literature, specifically cognitive, affective, conative, and consumption behavior of the sport bettors. The purpose of the systematic review is to (1) identify the most recent sport betting consumer behavior research, (2) compile and examine theoretical frameworks guiding sport gambling consumer research, (3) provide a descriptive summary of findings from previous sports betting consumer behavior research, and (4) provide an agenda for future research on the topic, identifying theoretical and practical implications for additional inquiry. This systematic quantitative literature review on 49 sports betting consumer behavior studies found no consistent application of theory, a bias toward quantitative research designs, and inconsistent scale usage to measure common sport betting related constructs. Future work should aim to publish more consistently in sport management or gambling studies journals, to employ scales to measure key constructs like sport betting behavior and diversify research design approaches.

Funding Sources

This research was not funded.

Competing Interests

The research team does not have any competing interests related to this project.

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