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...