The Impact of Gambling Advertising Perception on the Development of Gambling Addiction: Mediat-ing and Moderating Effects
DOI:
https://doi.org/10.31489/2025ec2/17-30Keywords:
gambling advertising, addiction, impulsivity, risk awareness, PLS-SEM, KazakhstanAbstract
Целью данного исследования является выявление влияния восприятия рекламы азартных игр на развитие игровой зависимости, с акцентом на посредническую роль поведенческого импульса и смягчающую функцию осведомленности о риске. С ростом цифровизации игорных услуг и усилением рекламного давления, особенно среди молодежной аудитории, растет потребность в комплексном анализе механизмов воздействия маркетингового контента. Методологическая модель включает четыре гипотезы: влияние рекламы на импульсивность (H1), влияние импульсивности на зависимость (H2), посредническое влияние импульсивности (H3) и смягчающая роль осведомленности о риске (H4). Данные были собраны в 20 регионах Казахстана среди 530 респондентов с признаками зависимости. Применялась модель PLS-SEM. Результаты указывают на значительное посредничество импульса и смягчающее влияние осведомленности о риске. Полученные результаты важны для регулирования и профилактики игровой зависимости.
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