Internet Lottery Commerce: An Integrated View of Online Sport Lottery Adoption

Much of the future growth of the lottery business is expected to take place in online channels. This study integrates the Unified Theory of Acceptance and Use of Technology with the perceived risk concept to understand the motivations behind online lottery adoption. Using the example of Taiwan's recently launched Internet Sports Lottery, findings show that performance expectancy, social influence, facilitating conditions, and perceived risk influence consumers' willingness to play online lottery. The moderating effects of gender, age, education, and Internet experience are analyzed. The study concludes with suggestions for the implementation of Internet commerce in the lottery business.

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