| Summary: | 碩士 === 銘傳大學 === 觀光研究所碩士班 === 97 === Following the maturing of the global gaming industry, the development of the Asian gaming industry has had grown rapidly since the year of 2002. Most of gaming studies focused on Western casino industry, just few studies emphasize that consumer behavior of Asia Pacific casino player. The purpose of this research was to understand the gambling attitude, the gambling motivation of casino’s consumer and to discuss the relationship between them.
The survey of this research was used Gambling Attitude Scales(GAS) and The South Oaks Gambling Screen (SOGS) to measure the attitude and motivation. The simples of this study were adult casino consumers who must be 18 years old or older and had been played gambling in a casino.
This analysis of the study was used reliability analysis, one-way ANOVA, and chi-square test to examine the different demographic variables in the experience of casino games. It also used the t-test and MANOVA to understand that the gambling attitude and gambling motivation were significant with different demographic variables, and used correlation analysis to examine the correlation between gambling attitude and gambling motivation.
According to 468 samples, the findings of the research showed: (a) to gambling activities, the level of education had the most significant outcome of gambling experience, (b) gender had significant level for all gambling motivations: money, excitement, enjoyment, occupy time, feeling of achievement, skill and coping, (c) there were partial significant differences between dissimilar demographic variables and gambling motivations, and (d) there were positive correlation between gambling attitude and gambling motivation of casino consumers.
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