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Betydelsen av förtroende i en onlinekasino kontext: En kvalitativ studie kring vilka faktorer som är viktiga för förtroendeskapande, åtagande samt retention hos onlinekasinon
Linnaeus University, Faculty of Technology, Department of Informatics.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The importance of trust in an online casino context : A qualitative study of what factors are important for building trust, commitment and retention with online casinos (English)
Abstract [sv]

ABSTRAKT

Onlinekasino är ett snabbt växande område. Dock finns det generellt sett en negativ uppfattning bland allmänheten gentemot onlinekasino där det råder ett bristande förtroende. Det har i denna studie uppstått en önskan att förstå anledningen bakom detta. För att anskaffa data gällande ämnet har en kvalitativ studie utförts i forma av semistrukturerade intervjuer med tidigare samt nuvarande spelare. Vars syfte handlar om att belysa de faktorer som anses vara viktiga för förtroendeskapande, åtagande samt retention i en onlinakasino kontext. Detta för att ta reda på vad onlinekasino-företag behöver arbeta mot för att skapa högre förtroende i den specifika kontexten. Inledningsvis presenteras relevanta teorier om commitment-trust theory samt retention. Den tidigare forskningen används för att visa på de faktorer som tidigare ansetts vara viktiga mot förtroendeskapande samt retention. Utförandet av studien har genomförts av välkända metoder som datatriangulering, semistrukturerade intervjuer, ljudinspelning av intervjuer, transkribering samt kodning och tematisering. Därav har ett resultat framkommit med ett antal faktorer som anses vara viktiga för förtroendeskapande, åtagande samt retention i en onlinekasino kontext. Vidare forskning och tester behövs innan det resultat och de faktorer som framkom kan fastställas som giltiga för förtroendeskapande, åtagande samt retention.

Nyckelord: Onlinekasino, hasardspel, förtroende, åtagande, retention, commitment-trust theory.

Abstract [en]

ABSTRACT

Online casino is an ever fast growing area. However, there is generally a negative perception among the public towards online casinos where there is a lack of trust. In this study, a desire has arisen to understand the reason behind this. To obtain data on the subject, a qualitative study has been carried out in the form of semi-structured interviews with previous and current players. This study aims to highlight the factors that are considered important for building trust, commitment and retention in an online casino context. The purpose is to find out what online casino companies need to work towards to build trust in this specific context. Initially, relevant theories on commitment-trust theory and retention are presented. The previous research is used to show the factors that were previously considered important for building trust and retention. The study has been carried out by well-known methods such as data triangulation, semi-structured interviews, sound recording of interviews, transkription, coding and thematization. Hence, a result has emerged with a number of factors that are considered important for building trust, commitment and retention in an online casino context. Further research and tests are needed before the results and the factors that emerged can be determined as valid for building trust, commitment and retention.

Keywords: Online casino, gambling, trust, commitment, retention, commitment-trust theory.

Place, publisher, year, edition, pages
2019. , p. 42
Keywords [en]
Online casino, gambling, trust, commitment, retention, commitment-trust theory
Keywords [sv]
Onlinekasino, hasardspel, förtroende, åtagande, retention, commitment-trust theory
National Category
Information Systems Interaction Technologies Design
Identifiers
URN: urn:nbn:se:lnu:diva-89092OAI: oai:DiVA.org:lnu-89092DiVA, id: diva2:1350957
Subject / course
Informatics
Educational program
Interaction Designer, 180 credits
Presentation
2019-06-04, Kalmar, 10:30 (Swedish)
Supervisors
Examiners
Available from: 2019-09-19 Created: 2019-09-12 Last updated: 2019-09-19Bibliographically approved

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CiteExportLink to record
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