A Comparative Study of Involvement and Motivation among Casino Gamblers

OBJECTIVE: The purpose of this paper is to investigate three different types of gamblers (which we label "non-problem", "some problem", and "probable pathological gamblers") to determine differences in involvement and motivation, as well as differences in demographic and behavioral variables. METHODS: The analysis takes advantage of a unique opportunity to sample on-site at a major casino in South Korea, and the resulting purposive sample yielded 180 completed questionnaires in each of the three groups, for a total number of 540. Factor analysis, analysis of variance (ANOVA) and Duncan tests, and Chi-square tests are employed to analyze the data collected from the survey. RESULTS: Findings from ANOVA tests indicate that involvement factors of importance/self-expression, pleasure/interest, and centrality derived from the factor analysis were significantly different among these three types of gamblers. The "probable pathological" and "some problem" gamblers were found to have similar degrees of involvement, and higher degrees of involvement than the non-problem gamblers. The tests also reveal that motivational factors of escape, socialization, winning, and exploring scenery were significantly different among these three types of gamblers. When looking at motivations to visit the casino, "probable pathological" gamblers were more likely to seek winning, the "some problem" group appeared to be more likely to seek escape, and the "non-problem" gamblers indicate that their motivations to visit centered around explorations of scenery and culture in the surrounding casino area. CONCLUSION: The tools for exploring motivations and involvements of gambling provide valuable and discerning information about the entire spectrum of gamblers.