카지노동기의 척도 개발

Scale Development of Casino Motivation

  The purpose of this study was to develop and test validity of casino motivation scale in Korean casino setting. A preliminary list of 45 measurement items was generated from a review of casino literature pertaining to gambling motivations, and a list of 30 motivation items was used in the study after pre-test. In order to test the discriminant and predictive validity of casino motivation scale, factor analysis, and Hest were used. The resulting 23 of 30-item scale was found to consist of four factors such as socialization/learning, escape, challenge, and winning, and showed good evidence of discriminant and predictive validity. In particular, gamblers and male were found to be higher in Winning for money motivation than non-gamblers and female. From the theoretical perspective, the results show that recreational motivation scale such socialization/learning and challenge dimensions in casino motivation should be classified as recreational activity,”not "problematic gambling.” From managerial perspective, developing and understanding of the casino motivation provide important managerial implications for both segmentation of the casino market and positioning the casino industry.