Trust the Internet casino?
Internet casino players and factors of confidence What makes the players trust the Internet casino?
Recently, my eyes got into an interesting article describing a study in a major British University c itetov. Researchers set ourselves the task to identify the most important factor influencing the adoption of decisions on players trust or distrust of any online casino. As the players understand that one casino is trust, and another - no? To answer this question, I just give her the adapted translation of the article.
Moreover, because of a sufficiently high credibility among fans site www.casinoportal.ru Internet casinos and gambling online entertainment, I often ask questions, people wishing to open new serious gambling online projects. I think that for them the following information will also be nebezyinteresna. Tasks conduct a study of players in online casino
In recent years, the Internet casino industry has evolved very rapidly. On the other hand, the online gambling industry is entertainment, because of its fundamental essence, is somewhat dubious reputation in the eyes of an ordinary person. For example, unlike the betting offices, where everything is transparent enough? you are making bets on the outcome of sports competitions, which can be seen on live TV, internet casino games exodus governed hidden from all eyes random number generator (RNG). This fact makes gambling players wholeheartedly rely on the credibility of online casino, and believe that all games of the gambling houses are being totally honest? Also, as in the usual land casino. So how do the players appreciate the extent to which they can trust any online casino? Where is play, but where? No? To answer this question, we used a mathematical model MoTEC (Model of Trust for e-Commerce), used to operedeniya degree of consumer confidence to suppliers of electronic online services.
This model, although originally developed for use in the market of online retail and online services, flexible enough so that it can be applied including the Internet casino. In our case, the model identifies four main factors affecting the degree of confidence the players any online casino:
1. Preliminary filters: predraspolezhennost Rights trust, the impact of overall reputation of the industry-online gambling games on the player, the impact of recommendations from independent and authoritative sources;
2. Properties interface: Branding, ease of use offered services;
3. Information Content: Accessibility and credibility of the proposed information on the company, its products and services, companies working conditions, the level of safety and security of personal data client;
4. Managing relationships with customers: the quality of communication before and after purchase services (in our case? Games in the casino), technical support service, individual approach to the players, the overall quality of service.
The purpose of this study? determine the factor most influencing decision-making players on the merits whether some online casino their confidence, and ultimately - whether to play there.
Survey Methodology
To join the online community-players, we asked several questions on “how you define how online casino can be trusted?” At several major forums and news-group dedicated to online gambling. Based on the reaction of the players we have developed a special questionnaire for the players, based on four factors MoTEC. We posted this questionnaire on our website on the Internet, and made it available to the masses of our target audience. When entering the questionnaire, the players remain completely anonymous, which is always important for the players and may affect their choices. Our questionnaire consisted of 35 questions, each of which had been formulated as an allegation of an abstract online casino, and the scale of assessment had 7 points.
The study
13% of respondents were women, and 87% - men. It turned out that only 1% of players used the Internet less than 3 years. After grouping questions by categories, the average rating was calculated for each of the 4 main factors influencing the decision-making players. Here are the results below, expressing the degree of influence of each factor in percentage terms. The convey online casino
The convey proved the most important factor influencing the decision-making players, and earned much as 34% of influence. In other words, nearly a third of confidence to any Internet casino based on the information napolenenii his site.
Players want to know more about the company, its employees, and rules adopted in the casino. Such information shall be provided on the site where it is easy to notice, otherwise it would not have a positive impact on the consumer. Therefore, this factor is closely linked with properties interface casino site. Good information architecture casino site makes it easy to recognize a player that excites him most.
Managing relationships with clients
Such an important factor as the quality of customer support received second place, typing 26% influence on decision-making players. The sense of reality casino it adds even more credibility points. Players appreciate the opportunity to contact customer support at any time, the players expect of the Internet casino that the answers to their questions and will soon be clear. Casinos should pay full attention to communicate with clients, because if the case with terrestrial casinos can be zavlech player in the game deep notches dresses hostesses, in the case of the Internet casino entire work falls on us for assistance. Players also appreciate vypolenie its promises on the part of Internet casinos, such as clearly defined time payment of winnings to players.
Features casino interface
Interface casinos earned just over one-fifth of influence on the decisions players - 22%. As mentioned above, information structure and usability Internet casinos are very important in potroeniya trusting relationship with the casino. It was observed that the expression formulated in a negative way ( “we do not spoof you”) reduce the level of trust players compared to building a positive phrases ( “we are fair game”). The level of trust and also suffers from spelling errors on the site, or interface internet casino.
If casinos do not pay sufficient attention to building an effective interface, the impact on the reputation of the online casino can be simply devastating. Preliminary filters perception of players
Provisional predisposition won 18% of influence, and has been the least influential factor in our study. This is because all respondents in our study were more or less experienced online players familiar with the mechanisms behind the online gambling games. In doing so, with regard to people who have not yet been confronted with Internet casinos, we are confident that their preliminary filters perception played a much more important role in assessing the degree of confidence Internet casino.
Another conclusion from these 18% is that the casino operating exclusively online are quite competitive position compared to the old established brands gambling houses that are offline-ten-year history.
The findings for online casino
Our results suggest that people base their judgement on the fairness online casino, for the most part, on information provided by the casino on the site. This information must necessarily include such important information as: a symbol group of people behind this institution, an indication of legal status-company owner, and information about the quality of software that Internet casinos. Planning for the entire structure of any new online casino must take into account the fact that this casino, above all, should cause confidence to visitors.
Some Internet casino to increase the degree of confidence the players on their sites publish monthly reports auditors with world name, which reveals the percentage of payments in real games for the last month, against which players can already judge the fairness of games in the casino. A sense of reality at the casino players can be achieved, communicating with them the most convenient and closest way - for example, by telephone.