The purpose of this study was to investigate the relationships among gambling passion, corporate social responsibility(CSR), responsible gambling(RG), and behavioral intention(BI) in the casino industry. Gambling passion consists of harmonious passion(HP) and obsessive passion(OP). CSR is composed of economic, legal, and philanthropic responsibility. RG consists of compulsory and supplementary responsibility activities. To achieve the study objectives an onsite survey was conducted for visitors to K-Casino. The results of structural equation modelling indicate that HP had a positive effect on legal, economic, and philanthropic CSR, and compulsory RG and supplementary RG. OP had a negative effect on legal, economic, and philanthropic CSR and compulsory and supplementary RGs. Specifically HP had the highest impact on philanthropic CSR positively and the lowest impact on compulsory RG. Also, OP had the highest impact on philanthropic CSR negatively and the lowest impact on supplementary RG. The results reveal that both CSR and RG had a positive effect on BI.

본 연구의 목적은 카지노산업에 있어서 갬블링 열정, 기업의 사회적 책임, 책임도박, 그리고 행동의도 간의 상호관계를 규명하는데 있다. 여기서 갬블링 열정은 조화로운 열정과 강박적 열정으로 구성된다. 기업의 사회적 책임은 경제적, 법적, 그리고 자선적 책임으로 구성된다. 책임도박은 의무적, 보완적 책임활동으로 구성된다. 이러한 연구목적을 달성하기 위하여 K-Land 카지노 방문객을 대상으로 현장조사를 실시하였다. 구조방정식모델 분석결과 조화로운 열정은 법적, 경제적, 자선적 사회적 책임, 그리고 의무적, 보완적 책임도박에 긍정적인 영향을 미치는 것으로 나타났다. 이와는 달리 강박적 열정은 법적, 경제적, 자선적 사회적 책임, 그리고 의무적, 보완적 책임도박에 부정적인 영향을 미치는 것으로 나타났다. 구체적으로 열정과 CSR 및 RG간의 관계에 있어, 조화로운 열정은 자선적 CSR에 가장 높은 정(+)의 영향을 미치는 반면, 의무적 RG에는 가장 낮은 영향을 미치는 것으로 나타났다. 또한 강박적 열정은 자선적 CSR에 가장 큰 부(-)의 영향을 미쳤으나, 보완적 RG에는 가장 낮은 영향을 나타냈다. 본 연구결과는 또한 사회적 책임과 책임도박 모두 행동의도에 긍정적인 영향을 미치는 것으로 나타났다.The purpose of this study was to investigate the relationships among gambling passion, corporate social responsibility(CSR), responsible gambling(RG), and behavioral intention(BI) in the casino industry. Gambling passion consists of harmonious passion(HP) and obsessive passion(OP). CSR is composed of economic, legal, and philanthropic responsibility. RG consists of compulsory and supplementary responsibility activities. To achieve the study objectives an onsite survey was conducted for visitors to K-Casino. The results of structural equation modelling indicate that HP had a positive effect on legal, economic, and philanthropic CSR, and compulsory RG and supplementary RG. OP had a negative effect on legal, economic, and philanthropic CSR and compulsory and supplementary RGs. Specifically HP had the highest impact on philanthropic CSR positively and the lowest impact on compulsory RG. Also, OP had the highest impact on philanthropic CSR negatively and the lowest impact on supplementary RG. The results reveal that both CSR and RG had a positive effect on BI.

Gambling passion scale, Corporate social responsibility, Responsible gambling, Behavioral intention, Casino