The online poker consumer : investigating personality traits, motives, and demographic characteristics

Abstract

This study attempts to provide a detailed profile of the online poker consumer. Using a hierarchical model of motivation and personality (The 3M Model) (Mowen, 2000) and the questionnaire responses of 370 online poker players, the study revealed, via Structural Equation Modelling, that online poker propensity is directly associated with money, excitement, escape, numeric interest, low superstition, low impulsiveness, low conscientiousness, low material resources needs, and high education and indirectly associated with other traits via the functional motives. Cluster analysis supported the hypothesis that online poker consumers can be divided into four segments based on their propensities for skilled and chance games. Furthermore, each segment produced a distinct pattern of means across the traits/motives. The findings are discussed and the study provides suggestions and recommendations that could guide marketers in better segmenting the online poker market and in designing more effective promotional strategies for targeting and retaining online poker consumers.