Betting: A Quantitative, Behavioral Study of Danish Betting Consumers

Andreas Jensø Koustrup & Oliver Krohn Tidemann

Student thesis: Master thesis


One of the key concerns surrounding the Danish betting market is the substantial increase in problem gambling connected specifically to betting. The increasing commercialisation and digitalization of the industry are by multiple experts considered to be the largest contributors to this harmful development. The personal motivation for this thesis stem from both direct and indirect interaction with this particular issue. The purpose of the thesisis to examine the Danish betting consumers and the underlying behavioral drivers. The aim is to provide additional insights in order to extend the current research on the subject and to discuss the potential implications that these insights entail. The thesis is primarily based on the acknowledged Theory of Planned Behavior (Ajzen, 1991) complemented by both additional consumer behavioral research and betting specific studies. Having its starting point in the post positivism, the thesis utilizes both qualitative and quantitative methods. The former used prior to the data collection in the form of a focus group interview. This in order to confirm, elaborate and adapt the theoretical structure of the thesis. The latter contains the actual data collection – an online survey distributed to Danish betters (n=350). Statistical software, SPSS & AMOS, was used to analyse the data. The results of the thesis show five different validated constructs contributing and affecting the behavioral intention of the consumers: attitude (direct positive effect; ,86), excitement (indirect positive effect; ,24), sociability (indirect negative effect; -,29), information seeking behavior (indirect positive effect; ,18) and momentum (indirect negative effect; -,03). The final structural model indicates a holistic, affective consumer approach to betting. Moreover, four segments were identified based on a cluster analysis: the optimistic, the impulsive, the dedicated and the reluctant bettors. These four segments vary in both demographic and behavioral characteristics. The results of the study are discussed both in terms of theoretical and societal implications. Here particularly the effect of momentum on both intention and information seeking behavior, raise concerns considering the increasing availability of betting options as well as a tendency to valuate digital currency lower than physical. Moreover, the thesis initiates a discussion of where the responsibility for the development in harmful betting behavior lies and whether the current legal measures are sufficient.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2021
Number of pages115
SupervisorsSönnich Sönnichsen