Technology Adoption Factors in the Digitization of Popular Culture: Analyzing the Online Gambling Market

Stephanie Scott*, Paul Hughes*, Ian R. Hodgkinson, Sascha Kraus*

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


This study explores the psychological factors that influence market diffusion of popular culture digital services. Digital service websites have been diffusing through global markets with relative ease, but the factors influencing this are not well understood. The transition from the brick and mortar services to a digital outlet represents a form of market disruption but the way that this impacts the consumer experience and the way firms engage in innovation are not fully understood, nor are the various cognitive factors driving the adoption rates. There is a need to understand cognitions that influence intent to engage, as well as the perceptions of the social environment in which the service offering occurs. Therefore, we offer an examination of different social contexts (US and UK) to explore the impact of certain attitudes and norms toward online gambling consumption. The results of study demonstrate how variations between online and offline environments impact consumer adoption and market diffusion. Additionally, the results further support the need for more studies to focus on the soft factors that influence their innovation capabilities.
Original languageEnglish
Article number119717
JournalTechnological Forecasting and Social Change
Number of pages10
Publication statusPublished - Nov 2019
Externally publishedYes


  • Technology acceptance model
  • Theory of planned behavior
  • Online gambling
  • Digital services
  • Disruptive technologies

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