Perceived Influence of Gambling-Related Media Promotions on Students „Behavioral Intentions to Indulge In Gambling: A Survey of United States International University-Africa

Abstract

The purpose of this study was to describe the perceived influence of gambling-related media promotions on students‟ behavioral intentions to indulge in gambling using United States International University-Africa as a case. The objectives of the study were; to determine how attitudes towards gambling related media promotions influence students‟ behavioral intention to indulge in gambling; to determine how social norms towards gambling related media influence student‟s behavioral intentions to indulge in gambling and to establish relationship between perceived behavioral control towards gambling media promotions and students' behavioral intentions to indulge in gambling. To achieve these objectives, the study used a descriptive research design, exploiting a quantitative approach. The population of the study was drawn from USIU- Africa students. Using stratified sampling technique, 215 respondents were sampled for the study. Questionnaires were used to collect data for this study. A total of 248 questionnaires was distributed physically and only 224 were collected giving a response rate of 90.3%. The study found that the dependent variables: „behavioral intention‟ was positively correlated with attitudes towards gambling related media promotions, social norms towards gambling related media and perceived behavioral control towards gambling media promotions. The regression analysis showed students gambling attitude statistically predicted behavioral intention, students‟ social norms statistically predicted behavioral intention and students‟ behavioral control statistically predicted behavioral intention. This study concluded that attitudes towards gambling related media promotions, social norms towards gambling related media and perceived behavioral control towards gambling media promotions and students' behavioral intentions to indulge in gambling influences students‟ behavioral intention to indulge in gambling. This study recommended further research that addresses students‟ reference groups like family, friends and those in authority related to gambling behavior.