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Háskólinn í Reykjavík > Samfélagssvið / School of Social Sciences > BSc Viðskiptadeild (og BSc sálfræði -2019) / Department of Business Administration >

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  • Titill er á ensku Sports betting : what factors motivate and influence the decision of bettors to place bets on sports?
  • Bakkalár
  • Útdráttur er á ensku

    Sports betting is a rapidly growing industry that has taken the world by storm. With the rise of online sportsbooks and the ease of access to a variety of sporting events, more and more people are turning to sports betting as a form of entertainment and a way to potentially make a profit. Nevertheless, given the recent surge in people's interest in sports betting, coupled with the recognition of its possible consequences when not undertaken responsibly, it has become critical for both sportsbook companies and regulatory bodies to understand the factors that motivate and influence bettors' decisions to place bets on sports.

    To address this issue, this thesis aims to empirically investigate the factors that motivate and influence bettors' decisions to place bets on sports. More specifically, this research examines the effects of various factors on bettors' decisions to place bets. Additionally, it seeks to compare the differences between the decisions of bettors who possess a significant amount of information regarding responsible betting and those who have little or no knowledge of responsible betting.

    The data collected from the questionnaire will be analyzed using appropriate statistical methods to identify patterns and trends and draw conclusions about the factors that motivate and influence the decision to place bets on sports. The findings of this study will provide valuable insights into the psychological and social factors that affect sports betting behavior, which can be used to inform strategies for gambling and marketing efforts in the sports betting industry.

    Overall, this study will contribute to a better understanding of the factors that motivate and influence bettors in their decision to place bets on sports and provide practical recommendations for sportsbook companies seeking to attract and retain customers in a highly competitive market.
    Bettors, Sports betting, Motivation, Decision-making, Influences, Sports gambling, Psychology of gambling, Betting behavior, Sports betting industry, Odds, Social factors, Economic factors.

  • 17.5.2023

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