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Events and Tourism Review Vol. 6 (2023), 47-57, DOI: 10.18060/27653                                                                                                 

               Copyright © 2023 Chin Ho Ip, Seungmo Kim, Soonhwan Lee and Suosheng Wang 

  This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

Events and Tourism Review                                     
 
December 2023                                                                                                                                                     Volume 6   

   

 

The Effects of Sports Gambling on Young Fans’                                  
Attitudes and Behaviors in Hong Kong 

 

Chin Ho Ip 

Seungmo Kim 

Hong Kong Baptist University, Hong Kong 

 

Soonhwan Lee 

Suosheng Wang 

Indiana University, Indianapolis 
 

Correspondence: lee291@iupui.edu (S. Lee) 

 

 
 

 

 

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Recommended Citation 

Chin, H. I., Kim, S., Lee, S. & Wang, S. (2023). The Effects of Sports Gambling on Young 
Fans’ Attitudes and Behaviors in Hong Kong. Events and Tourism Review, 6, 47-57.  

 

 

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Ip, C. H., Kim, S., Lee, S. & Wang, S. (2023) / Events and Tourism Review, 6, 47-57. 
48 

Events and Tourism Review Vol. 6 (2023), 47-57, DOI: 10.18060/27653                                                                                                 

               Copyright © 2023 Chin Ho Ip, Seungmo Kim, Soonhwan Lee and Suosheng Wang 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

 
 

 

 

Abstract 

 

Sports gambling has become closely intertwined with sports. However, the effect of sports 

gambling on young adults have not been extensively investigated, even if it is expected that 

participating in sports gambling could influence young adults' attitudes and behaviors. Therefore, 

the purposes of the current study were a) to investigate the effects of sports gambling on young 

adults’ attitudes and behaviors and b) to evaluate the quality of life of young adults in Hong Kong. 

A total of 160 young adults (80 sports gamblers and 80 non-gamblers) in Hong Kong participated 

in the survey. The results of t-tests revealed the differences between sports gamblers and non-

gamblers. Specifically, non-gamblers showed higher levels of sports fan identification, quality of 

life, BIRGing behaviors, prosocial behaviors, performance tolerance, and purchasing intention 

than sports gamblers, whereas sports gamblers had higher level of positive affect on sports 

spectating. Furthermore, the results of the multiple regressions indicated that sports fan 

identification and positive affect influenced non-gamblers’ purchasing intention, while only sports 

fan identification had an impact on sports gamblers’ purchasing intention. These results provided 

an empirical conformation of the effect of sports gambling on sports fan attitudes and behaviors, 

which contribute to our understanding of the destructive impact of sports gambling on sports fan 

experience. 

 

Keywords: Food Sports Gambling; Young Adults; Fan Attitudes; Fan Behaviors; Quality of Life 
 

 

 

Introduction 

       Sports gambling entails placing a wager on the predicted outcome of a sport competition. If 

the prediction is correct, the sports gambler will win a larger amount of money than their initial bet; 

however, they will lose their bet if the prediction is incorrect. Sports gambling began to spread 

across the world in the 1950s and remained steady until the beginning of the 21st century. However, 

in the last 15 years, the sports gambling industry has undergone significant changes and has become 

comparable to the traditional sports industry in terms of revenue generation (Turcu, Burcea, 

Diaconescu, Barbu, Popescu, & Apostu, 2020). The sports gambling industry has become one of the 

fastest-growing industries in the United States since the passage of the Indian Gaming Regulatory 

Act of 1988 (Delaney, 2007). The advancement of online technology also has allowed bookmakers 

to offer people to place bets from anywhere with an internet connection. This has provided greater 

flexibility and variety in the types and locations of bets that can be placed, reduced the time required 

to place a bet, and facilitated gambling on a wide range of sports related events and competitions 

(Turcu et al., 2020).  

            The financial impacts of the gambling industry in the sports industry are significantly 

important to the sports industry. The gambling industry has become a significant financial supporter 

for many sport leagues and clubs as sports gambling provides a new source of income to the sports 

industry through sports sponsorship agreements (Turcu et al., 2020). For instance, Fulham became 

the first England Premier League (EPL) club to have a gambling company sponsor in the 2002-2003 

season. In the 2019-2020 season. In the 2019/20 season, logos of gambling companies were featured 

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Ip, C. H., Kim, S., Lee, S. & Wang, S. (2023) / Events and Tourism Review, 6, 47-57. 
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Events and Tourism Review Vol. 6 (2023), 47-57, DOI: 10.18060/27653                                                                                                 

               Copyright © 2023 Chin Ho Ip, Seungmo Kim, Soonhwan Lee and Suosheng Wang 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

on the jerseys of half of the PL clubs. Without sponsorship and a financial relationship with the 

gambling industry, the sports clubs may be affected, the financial black hole may be resulted and 

affect the balance of the competitions (Sharman, 2022). It is expected that the sports industry would 

be further integrated with the gambling industry, resulting in both positive and negative effects of 

sports gambling on our society.   

            The current study was conducted in Hong Kong, where the Hong Kong Jockey Club (HKJC) 

is the sole legal avenue for sports gambling. In 2003, the government legalized sports betting for 

Hong Kong residents, recognizing their inclination to bet on international football matches to 

enhance their enjoyment of watching sporting competitions. Currently, the HKJC offers sports 

gambling platforms exclusively for two sports: football and horseracing. According to reports from 

the Home and Youth Affairs Bureau in 2016 and 2021, the average monthly spending on gambling 

activities with the HKJC has significantly increased. Horserace gambling has increased by 985%, 

from HK$517 (US$66) per gambler in 2001 to HK$5,611 (US$717) per gambler in 2016. 

Meanwhile, football gambling has increased by 129%, from HK$700 (US$89) per gambler in 2008 

to HK$1,599 (US$204) per gambler in 2016. Football gambling contributes the most, with HK$114 

billion (USD14.56 billion) in 2018-2019. The lack of variety in sports gambling options provided by 

the HKJC has resulted in the emergence of illegal gambling in Hong Kong, as global online 

gambling platforms offer a wider range of sports and better odds. According to Tessler et al. (2017), 

the estimated revenue from illegal gambling in 2015-16 was HK$12 billion (US$1.53 billion), 

accounting for 25% of the total gambling revenue in Hong Kong, encompassing both legal and 

illegal gambling. Among the illegal gamblers, 21% started gambling before reaching adulthood, and 

5% were between the ages of 18 and 29. Of these illegal gamblers, 84% had placed illegal bets on 

football matches, indicating a strong connection between illegal gambling and sports betting.  

            Sports gambling has become inseparable from sports in modern times. Young adults, who 

have recently reached the legal age for sports gambling, are the generation most familiar with the 

use of the internet and most active on social media platforms. However, despite their high level of 

attraction to sports gambling, the effects of sports gambling on young adults have not been 

extensively investigated. It is expected that participating in sports gambling could influence young 

adults' attitudes and behaviors. Therefore, the purposes of the current study are a) to investigate the 

effects of sports gambling on young adults in terms of sports spectating, and b) to evaluate the 

quality of life of young adults in Hong Kong. 

Sports Fans and Sport Gambling 

Sports Fan Engagement   

            Sport fans can be defined as “Individuals who are interested in and follow a sport, team 

and/or athlete” (Wann, Melnick, Russell, & Pease, 2001, p.2). While sports spectators simply watch 

sports events, sports fans are more likely to actively follow the team and the sport, establishing a 

strong mental association with the team (Dietz-Uhler & Lanter, 2008). Therefore, the passionate 

fans demonstrate loyalty not only to their teams, but also to the players and the sport itself (Dietz-

Uhler & Lanter, 2008). Those fans should experience more excitement when the team wins an 

important match and more disappointment when the team loses the critical match (Dietz-Uhler & 

Lanter, 2008) because they identify themselves as part of the team and share in both the triumphs 

and setbacks.   

            There are two levels of sports identity with a team: interpersonal and symbolic (Jacobson, 

2003). Sport fans at the interpersonal level are often influenced by their friends, family, or local 

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Events and Tourism Review Vol. 6 (2023), 47-57, DOI: 10.18060/27653                                                                                                 

               Copyright © 2023 Chin Ho Ip, Seungmo Kim, Soonhwan Lee and Suosheng Wang 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

teams that are tied to a particular area. They become fans in order to feel a sense of belonging to a 

group and to engage in interaction with the members. On the other hand, fans at the symbolic level 

become sports fans due to specific factors like team name, logo, and colors. Sports fans’ 

engagement includes attending sporting events, watching games on television, purchasing team 

merchandizes, reading sports magazines and newspapers, and discussing the sport with others 

(Yoshida, et al., 2014). Sports fans' engagement can also be a regular, scheduled, and predictable 

group of people who frequently participate in and support the sports or teams (Mann, 1989).  

            Three good indicators can be used to measure sports fan identity: affective, cognitive, and 

behavioral (Dietz-Uhler & Lanter, 2008). For instance, strongly identified sports fans tend to exhibit 

higher blood pressure, experience more intense emotions, and derive greater enjoyment from 

watching sports (affective). They also demonstrate a deeper knowledge of the teams and the sport 

itself (cognitive). In terms of behavior, sports fans are more inclined to wear team apparel and use 

collective pronouns to refer to their favorite team after a victory compared to a loss (behavioral).  

Sports Gambling and Sports Fan Engagement 

            People enjoy sports for various reasons, as it can offer them with self-esteem, an escape from 

everyday life, and entertainment (Jacobson, 2003). Additionally, other factors like economic 

benefits, aesthetics, and affiliation with family and groups can also contribute to why people love 

sports. Sports gambling has the potential to attract new enthusiasts and spectators to various sports. 

Furthermore, it can enhance the image of sports teams, improve their publicity, and foster the 

growth of the sports industry by attracting more sponsorships and providing financial support for 

sports clubs, as well as attracting fans (Turcu et al., 2020).  

            Sports gamblers can become sports fans because of sports gambling. For instance, sports 

gambling could transform individuals into avid sports fans. Sports gamblers closely monitor various 

factors such as point spreads, weather conditions, and injury reports during weekly football or other 

sporting events, much like dedicated sports fans (Delaney, 2007). However, the sport fain identity 

for sports gamblers is doubted. As stated by Delaney (2007), unlike genuine sports fan, who 

typically show high levels of loyalty, commitment, and identity, sports gamblers may not have a 

strong loyalty toward any particular team or sport due to the risk of financial loss associated with 

their betting. In other words, sports gamblers show their enthusiasm based on the spread of scores, 

the number of scores, and the results that they bet on. Considering the distinctions between genuine 

sports fans and sports gamblers, it is anticipated that sports gambling could negatively influence 

sports fans' attitudes and behaviors.   

Sports Gambling and Quality of Life 

            Sports gambling has the potential to have both positive and negative psychological effects on 

individuals. Young people often have positive attitudes toward sports gambling as it provides 

entertainment, relaxation, and financial benefits (Ahaibwe, Lakuma, Katunze, & Mawejje, 2016; 

Goldstein, Vilhena-Churchill, Stewart, Hoaken, & Flett, 2016). Social relationship through sport 

gambling could have positive impacts on individual’s mental health. Peer-based gambling is 

common, and it encourages individuals to participate in sports gambling (Ayandele et al., 2020). 

According to Ahaibwe et al. (2016) and Hanss et al. (2014), the peer pressure can contribute to a 

positive attitude toward sport gambling. Sports gamblers participate in sports gambling as their 

peers implant a positive attitude toward it. (Hardoon & Derevensky, 2001; Jacobs, 2000; Situ & Mo, 

2016). The approval and encouragement of sports gambling by peer serve as a major motivator. 

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Ip, C. H., Kim, S., Lee, S. & Wang, S. (2023) / Events and Tourism Review, 6, 47-57. 
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Events and Tourism Review Vol. 6 (2023), 47-57, DOI: 10.18060/27653                                                                                                 

               Copyright © 2023 Chin Ho Ip, Seungmo Kim, Soonhwan Lee and Suosheng Wang 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

       However, it is also important to notice sports gambling could bring the negative feelings like 

boredom, fatigue, and upset to sports, making it a double-sided sword.  

            Sports gambling can also have negative consequences, such as the development of gambling 

disorders. Individuals who participated in football gambling in Hong Kong had a 2.7 times higher 

probability of developing gambling disorder (HKPU, 2017). Gambling disorder often raised as a 

result of using gambling as a means to manage or alleviate stress. Experiencing significant financial 

losses in sports gambling can drive individuals to chase after more gambling opportunities. As a 

result, these gamblers may borrow larger sums of money to make up for their losses, eventually 

leading to the development of a gambling disorder (HKPU, 2017). This can have a severe impact on 

all four aspects of quality of life. Considering the potential effects of sports gambling on the 

attitudes and behaviors of sports fans, the following hypotheses were formulated: 

Hypothesis 1a. There would be significant difference between sports gamblers and non-gamblers in 

sports fans attitude.  

Hypothesis 1b. There would be significant difference between sports gamblers and non-gamblers in 

quality of life. 

Hypothesis 1c. There would be significant difference between sports gamblers and non-gamblers in 

sports fans behaviors.  

Hypothesis 2. There would be significant relationships between sports fans attitudes and purchase 

intention for both sports gamblers and non-gamblers. 

 

Methodology 

Participants and Procedure 

            The population of interest of this study consisted of young adults in Hong Kong, specifically 

those between the ages of 18 and 26. A convenience sampling method was used. An online 

questionnaire method was employed to collect data. Approval from the research ethics committee 

was obtained prior to the data collection. The link and QR code containing a link to the 

questionnaire survey was distributed on various online forums dedicated to sports gambling as well 

as different social media platforms. As shown in Table 1, the survey was completed by a total of 160 

young adults, comparing 80 sports gamblers and 80 non-gamblers. Out of the 160 completed 

questionnaires, 105 (65.6%) were male and 55 (34.4%) were female. 106 (66.3%) engaged in sports 

during their free time, while 54 (33.8) did not. Regarding the amount of exercise, 56 (35%) 

exercised for 0 to 2 hours per week, 60 (37.5%) exercised for 3 to 5 hours per week, 35 (21.9%) 

exercised for 6 to 9 hours per week and 9 (5.6%) exercised for 10 to 15 hours per week. Among the 

80 sports gamblers, 47 played sports in their free time, while 33 did not participate in any physical 

activities.    

 

 

 

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Events and Tourism Review Vol. 6 (2023), 47-57, DOI: 10.18060/27653                                                                                                 

               Copyright © 2023 Chin Ho Ip, Seungmo Kim, Soonhwan Lee and Suosheng Wang 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

Table 1. Demographic Information 
 

  Frequency Percentage 

Gender 
Male 105 65.6% 

Female 55 34.4% 

Type of Fan 
Sport Gambler 80 50% 

Non-Gambler 80 50% 

Age 
18-20 55 34.4% 

21-23 66 41.% 

24-26 39 24.4% 

 
Total 160   

 

Instrumentation 

  The survey for the current study consisted of 58 items, including demographics (e.g., gender, 

age), sports gambling habit, and seven constructs: (a) sports fans identification, (b) positive affect, 

(c) BIRGing (basking in reflected glory), (d) prosocial behavior, (e) performance tolerance, (f) 

purchasing intention, and (g) quality of life. The constructs were measured using existing scales in 

the field of sport management with some modification for the current study. First, sport fan 

identification was assessed using three items from the scale developed by Trail and James (2001). 

Sample items included “I consider myself to be a real fan of sports” and “Being a fan of sports is 

very important to me.” Three items from Mazodier and Merunka’s (2011) positive affect scale was 

modified to measure positive affect for sports. A sample item was “Watching sports games makes 

me happy.” For of BIRGing behaviors of fans, three items, developed by Trail et al. (2012), were 

used. Sample items included “I would like to let others know about my association with my favorite 

sports team when the team wins,” and “I would like to publicize my connection with my favorite 

sports team when the team plays really well.” Prosocial behavior was measured using three items 

from Dholakia et al.’s (2009) scale to reflect fan engagement behavior. Sample items were “I often 

interact with other fans to talk about issues related to my favorite sports/teams,” and “I often advise 

other fans on how to support my favorite sports/teams.” Performance tolerance measured using De 

Ruyter and Wetzels’s (2000) scale. Sample items included “I wear apparel which represents the fans 

of my favorite team even if the team has an unsuccessful season,” and “I display the logo of my 

favorite team on my clothing even if my favorite team do not perform well.” For purchase intention, 

three items were adapted from behavioral intentions scale from Yoshida et al (2013). Sample item 

was “The probability that I will attend an event of my favorite sports/teams is very high.”  Finally, 

overall quality of life was assessed using a single item “How would you rate your quality of life?” 

While quality of life was assessed by using a 5-point Likert scale, all the other items were assessed 

by using a 7-point Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree).  The results 

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Events and Tourism Review Vol. 6 (2023), 47-57, DOI: 10.18060/27653                                                                                                 

               Copyright © 2023 Chin Ho Ip, Seungmo Kim, Soonhwan Lee and Suosheng Wang 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

of reliability tests (Cronbach alpha) in this study ranged from .901 (purchasing intention) to .978 

(BIRGing behaviors), which exceeded the recommended benchmark of .70 (Nunnally & Bernstein, 

1994) 

 

Data Analysis 

  First, descriptive statistics were calculated to assess overall demographics, fan team 

identification, positive attitude toward sport, quality of work, BIRGing, prosocial behavior, 

performance tolerance, and purchasing intention. Next, a series of t-tests were conducted to examine 

the differences between non-gamblers and sports gamblers to test hypotheses 1a, 1b, and 1c. 

Following the t-tests, multiple regression analyses were performed separately for non-gamblers and 

sports gamblers to investigate the relationship between fan attitudes and fan’s purchasing intention. 

 

Results 

 

Differences of Fan Attitudes and Quality of the Life  

  As shown in Table 2, the results of t-tests found that there were significant means difference 

between sports gamblers and non-gamblers for sport fan identification and positive affect (p<0.01), 

which supported hypothesis 1a. Non-gamblers (mean = 4.59) had higher level of sport fan 

identification than sports gamblers (mean = 3.04), while sports gamblers (mean = 6.06) had higher 

level of positive affect on sport spectating than non-gamblers (mean = 5.11). In terms of overall 

quality of the life, the results also found that there was a significant means difference between sports 

gamblers and non-gamblers in general quality of life (p=<0.01), which supported hypothesis 1b. 

Non-gamblers (mean = 4.08) had higher level of sport fan identification than sports gamblers (mean 

= 2.42).  

 

Table 2. Differences of Quality of Life and Fan Attitude 
Variable Group Mean SD t p 

Quality of Life Sports Gamblers 2.42 0.84 -14.75 <0.01 

Non-Gamblers 4.08 0.55   

Sports Fans 

Identification 
Sports Gamblers 3.04 1.93 -4.86 <0.01 

Non-Gamblers 4.59 2.09   

Positive Affect Sports Gamblers 6.06 0.77 3.98 <0.01 

Non-Gamblers 5.11 1.98   

 

Differences of Sport Fan Behaviors  

            The results of t-tests found that there were significant means difference between sports 

gamblers and non-gamblers for sport fans’ behaviors (e.g., BIRGing behaviors, prosocial behaviors, 

performance tolerance, and purchasing intention) as shown in table3, which supported hypothesis 

1c. Non-gamblers (mean = 4.65) had higher level of BIRGing behaviors than sports gamblers (mean 

= 2.81). Non-gamblers (mean = 4.27) had higher level of prosocial behaviors than sports gamblers 

(mean = 2.74). Non-gamblers (mean = 4.29) had higher level of performance tolerance than sports 

gamblers (mean = 2.03). Non-gamblers (mean = 4.43) had higher level of purchasing intention than 

sports gamblers (mean = 2.14). In fact, all behavioral constructs indicated that non-gamblers showed 

higher levels of the constructs than sports gamblers. 

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Events and Tourism Review Vol. 6 (2023), 47-57, DOI: 10.18060/27653                                                                                                 

               Copyright © 2023 Chin Ho Ip, Seungmo Kim, Soonhwan Lee and Suosheng Wang 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

Table 3. Differences of Fan Behaviors  
Variable Group Mean SD t p 

BIRGing.   Sports Gamblers 2.81 1.98 -5.74 <0.01 

Non-Gamblers 4.65 2.07   

Prosocial Behavior Sports Gamblers 2.74 1.92 -4.79 <0.01 

Non-Gamblers 4.27 2.13   

Performance Tolerance Sports Gamblers 2.03 1.71 -7.28 <0.01 

Non-Gamblers 4.29 2.19   

Purchasing Intention Sports Gamblers 2.88 2.00 -4.73 <0.001 

Non-Gamblers 4.43 2.14   

 

Relationships between Fan Attitudes and Purchasing Intention  

    Separate equations regressing fans’ team identification and positive affect on purchasing 

intentions were calculated for sports gamblers and non-sport gamblers (Table 4). First, the overall 

model for the sport gamblers group was significant, [F (2, 77) = 74.861, p <. 001, Adjusted R2 = 

.65], indicating that 65% of the variance in purchase intention was explained by team identification 

and positive affect. The Standardized Coefficient (β) indicated that team identification (β = .530, p< 

0.001) had contributed to purchasing intentional, while positive affect (β = -.216, p=0.26) did not. 

Second, the overall model for the non-sport gamblers group was significant, [F (2, 77) = 246.71, p 

<. 001, Adjusted R2 = .86], indicating that 86% of the variance in purchase intention was explained 

by team identification and positive affect. The Standardized Coefficient (β) indicated that team 

identification (β = .642, p< 0.01) had a higher contribution than positive affect (β = .367, p< 0.01) to 

purchasing intention. The results of two regression analyses found significant relationships between 

sports fans attitudes and purchase intention for both groups, which supported hypothesis 2.    
 

Table 4. Effect of Fan Attitudes on Purchasing Intention  
 Variable B Adjust R2 t p 

Sport Gamblers Team Identification 0.87 0.65 11.63 <0.01 

Positive Affect -0.22  -1.14 0.26 

Non-Gamblers  Team Identification 0.64 0.86 8.28 <0.01 

Positive Affect 0.37  4.48 <0.01 

 

Discussion 

 

            The purpose of this study was to obtain a deeper understanding of the effects of sports 

gambling on young adults by examining its effects on their level of sport engagement and overall 

quality of life. Given the growing integration of sports and gambling, it is critical to understand the 

effect of sports gambling on young adults. Therefore, this study utilized a conceptualized model of 

fan engagement to assess and compare the effects of sports gamblers on various aspects of fan 

engagements including sports fans identification, positive affect, BIRGing, prosocial behavior, 

performance tolerance and purchase intention between sports gamblers and non-gamblers.  

 

Effects of Sports Gambling on Sports Fans’ Attitudes 

    The findings of the current study indicated that sports gamblers showed a lower level of 

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Events and Tourism Review Vol. 6 (2023), 47-57, DOI: 10.18060/27653                                                                                                 

               Copyright © 2023 Chin Ho Ip, Seungmo Kim, Soonhwan Lee and Suosheng Wang 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

sports fans' identification, suggesting that sports gambling might reduce the sense of sport 

identification among young adults. These findings were consistent with Delaney’s (2007) research, 

which also found that sports gamblers had low loyalty, identification, and commitment to 

consistently favorite sports and teams due to the experience and possibility of financial loss by 

wagering on their favorite sports and teams. In other words, sports gamblers prioritize winning bets 

over their genuine passion for the games, indicating a diminished sense of being true sports fans. 

    The results revealed that sports gamblers had a higher positive effect on spectating sports 

games than non-gamblers. The findings suggested that sports gambling might enhance young adults’ 

positive affect since they become more excited and more pleasurable while watching sports games. 

According to Killick and Griffiths' (2020) research, sports gambling could increase sports gamblers' 

interest and excitement of sports spectating. It is because it could increase gamblers' engagement 

with the games and provide a feeling of excitement. For example, a sports gambler who has wagered 

on a particular team would closely follow the game, collect more information regarding the game, 

analyze relevant statistics, and pay more attention to the teams, which leads to an increased interest 

and excitement level while spectating. 

 

Effects of Sports Gambling on Sports Fans Behaviors  

          In terms of sports fans' behaviors, the results revealed that sports gamblers exhibited lower 

levels of BIRG behaviors, prosocial behavior, performance tolerance, and purchasing intention than 

non-gamblers, suggesting that sports gamblers can be regarded as spurious sports fans as their main 

interest lies on the outcomes their bets rather than the wins of their favorite teams (Delaney, 2007). 

For example, they may not experience the same level of happiness and excitement, even if their 

team performed well or won, if they lost their bets. In this study, sports gambling had a detrimental 

effect on all the behaviors of young adult sports fans and their identification, except for positive 

affect, which may lead to the decline of true sports fans and spectators as the outcomes of sports 

gambling. Considering the significance of young fans and spectators in supporting the sports 

industry and generating revenue for sports clubs (Da Silva & Las Casas, 2017), the findings indicate 

that sports gambling may have a negative impact on the long-term growth and future of the sports 

industry.  

 

Relationships Between Sports Fans Attitudes and Purchase Intention 

    First, the results showed that sports fan identification significantly contributed to purchase 

intention for both groups, while positive affect had a significant association with purchasing 

intention for non-gamblers. Although sports fans' identification could increase purchase intention, 

the results of t-test revealed sports gamblers had significantly lower sports fan identification than 

non-gamblers. Second, although the results of t-test revealed that sports gamblers exhibited higher 

level of positive affect, the results of multiple regression showed that the high level of positive 

affect did not contribute to purchasing intention. This suggests that the high enjoyment derived from 

sports spectating is not primarily driven by a genuine interest and commitment to the sport or team, 

but rather by the bets that young adults place. Therefore, for sports gamblers, sports gambling may 

not foster loyalty and long-term commitment, although the increasing excitement may provide them 

with temporary pleasure in the sports and teams. 

 

Limitations and Future Studies  

    Whereas the current study provides valuable insights into the impact of sports gambling on 

young sports fans’ attitudes and behaviors in Hong Kong, there are several areas that future research 

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Ip, C. H., Kim, S., Lee, S. & Wang, S. (2023) / Events and Tourism Review, 6, 47-57. 
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Events and Tourism Review Vol. 6 (2023), 47-57, DOI: 10.18060/27653                                                                                                 

               Copyright © 2023 Chin Ho Ip, Seungmo Kim, Soonhwan Lee and Suosheng Wang 

This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

should consider for more comprehensive understandings. First, future studies should examine the 

effect of sports gambling on different levels of sport fans, distinguishing between high sports 

gamblers and low sports gamblers, which can allow for a more nuanced analysis of the variations in 

attitudes and behaviors within the sports gambler groups. Second, the future research should enlarge 

its sample size to provide more reliable results on sports gambling since this study had a relatively 

small sample size of 160 participants, which may have limited the utilization of more advanced 

statistical analyses. The enlarged sample size could increase the reliability and generalizability of 

the findings. In addition, qualitative approaches such as individual or focus group interviews could 

be utilized to provide a more in-depth and realistic findings of sports gambling on young adults.  

 

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