George Cudjoe Agbemabiese, Peter Kwasi Kodjie, Abdulai Munkaila and Ibn Kailan Abdul-Hamid
Purpose: The study responds to the call for extensions of the Unified Theory of Acceptance and Use of Technology (UTAUT) model into unchartered domains, to provide preliminary insights into the adoption and continuance intention of online (electronic) sports betting among young football fans. Beyond this, we also explore a new outcome mechanism about the impact on bettors’ livelihood.
Design/Methodology/Approach: Through a qualitative approach, insights from active online sports bettors were obtained via five Focus group discussion sessions. Using the thematic analysis technique, we identified patterns of themes across the interview transcripts.
Findings: This study corroborates the applicability of the UTAUT model in explaining the antecedents, motivations and continuance intention behind bettors of online sports betting. We also present a revelation of positive and negative impacts on bettors.
Originality/Value: The empirical findings provide valuable theoretical contributions to new knowledge as it is the first known study to employ the UTAUT to interpret online sports betting behaviour. Practical implications for the industry regarding marketing strategies for sports betting companies are also provided.