The influence of demographic factors on risk perceptions and susceptibility to problem gambling in sports betting

Abstract

PURPOSE: This dissertation aims to analyse risk perception in the rapidly expanding sports betting industry. The study investigates how demographic factors—such as age, gender, education level, employment status, and income—influence perceptions of risk and susceptibility to problem gambling in sports betting, excluding virtual sports. Additionally, the research explores the interactions between these demographic factors and how they shape individuals' vulnerability to problem gambling, providing a deeper understanding of how these variables jointly impact risk perception within the sports betting context. DESIGN: This study employed a quantitative methodology to address the stated research objectives. A survey was used to gather data and draw generalized conclusions from the population in Malta. The survey targeted both individuals who engage in sports betting and those who do not, with a total of 285 participants contributing to the research. FINDINGS: The study has deduced that demographic factors influence individuals' perceptions of risk in sports betting, but not in uniform or predictable ways. Age was found to be a significant factor, with older individuals perceiving sports betting as riskier (B = 0.190, p < .001), suggesting increased risk aversion with age. However, other demographic variables: gender, level of education, employment status, and income did not show significant effects on risk perception. Furthermore, the research found that these demographic factors did not predict the frequency of sports betting and a near-zero correlation between perceived risk and betting frequency (Spearman’s ρ = -0.007, p = 0.900) was identified, indicating that perceptions of risk do not influence betting behaviour. This highlights that risk perception is largely independent of actual betting practices. CONCLUSIONS: The study concluded that while demographic factors, particularly age, influence individuals' perceptions of risk in sports betting, these perceptions do not correlate with betting frequency. The study reveals that demographic factors alone do not account for the variability in betting behaviour, indicating that other factors—such as psychological drivers, social influences, or emotional triggers—may play a significant role. Therefore, future research and interventions should incorporate a broader range of influences, including cognitive, emotional, and social factors, to more effectively address problem gambling in sports betting. VALUE: The findings emerging from this study highlight the importance of addressing a broader range of factors influencing sports betting behaviour, beyond just the demographic variables. The implications suggest a need for more comprehensive policies and interventions that consider psychological and social factors. This research fills a gap by showing that while certain demographic factors, like age, influence risk perception, they do not directly affect betting frequency. This suggests that other factors play a more significant role. The study calls for future research to explore these additional factors and informs more effective public awareness campaigns and support services for problem gambling.