Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE credits
Title: Motivations of females to play poker online. (Business study of Swedish women)
Anastasiya Bochkareva - 870208
72216 Västerås, Sweden
Karina Petrova - 880613
19547 Märsta, Sweden
Supervisor: Mikael Holmgren
Examiner: Ole Liljetors
Key Words: Online gambling; Online poker; Swedish women; Motivation; Emotional motivations; Material motivations, Atmosphere; Accessibility; Hypotheses; Regression analysis
Institution: Mälardalen University Sweden, School of Sustainable Development of Society and Technology, Box 883, 721 23 Västerås
Course: Master Thesis in Business Administration, 15 ECTS-points, spring semester 2011
Problem: What motivates Swedish women to play poker online for money?
The aim of this study is to investigate the main motives behind Swedish females’ propensity to play poker online by means of hypotheses testing through regression analysis.
Method includes collection of the information on definitions, theories and modelsabout gambling, online gambling (precisely online poker) and motivations togamble. Five hypotheses have been constructed based on the collected informationand the survey have been created and conducted among 397 Swedish female onlinepoker players. Further, based on gathered data, hypotheses have been tested bymeans of simple linear and multiple regressions..
Regression analysis revealed that emotional and material motivations together withaccessibility of the game and surrounding atmosphere play a significant role in thereason why Swedish females play online poker for money. It was also found thatemotional motivation was a fundamental factor that triggers Swedish women togamble. Furthermore, research revealed the hypothetical target segment of femaleSwedish online poker players. Average Swedish woman is between 30-40 years oldsingle woman without children, who live high speed, active life (either studying orworking) and who spends around 30.3 hours per months on playing online poker.
2011. , 72 p.
Online gambling; Online poker; Swedish women; Motivation; Emotional motivations; Material motivations, Atmosphere; Accessibility; Hypotheses; Regression analysis