Segmenting casino gamblers by motivation: A cluster analysis of Korean gamblers

While past research has explored why people become problem or pathological gamblers, the motivations of the broader gambling population have been largely neglected. This study examines casino gambling motivations for a sample of Korean gamblers. Specifically, this study attempts to segment the casino gambling market using a cluster analysis, and to explore differences between segments with respect to socio-demographic and behavioral variables.A factor analysis delineated four dimensions of motivation for casino gambling: socialization/learning, challenge, escape and winning. Mean values indicated that winning money was the primary motivation for casino gamblers, followed by gambling being interesting, and for excitement, fun and other personal needs. The cluster analysis yielded four clusters: challenge/winning seekers, only winning seekers, light gambling seekers, and multi-purpose seekers. In order to further specify the profile of four clusters, each cluster was cross tabulated with external variables of casino gamblers’ socio-economic characteristics and behavioral variables. Implications are discussed relative to marketing strategies, responsible gaming, and the broader lessons for gambling behavior research.