本研究根據過去心理學家所探究各種參與博弈活動時相關聯之變數，直接影響到賭徒再投入賭博之動機及影響之關聯性做一檢測、延伸推論，探討賭者再投入賭博活動的心理。從賭場的觀點來看，賭客的再投入實際上是成功經營的關鍵，人們賭博的時間越長，賭場的獲利就越大。本研究使用實驗法測量參與者參與博弈活動時腦中所產生的興奮波值，根據所測量出的興奮波對於博弈參與者再投入博弈活動之相關情境因素進一步提出看法，從博弈活動「參與人熟悉度、參與者人數、賭具的熟悉度」與興奮度的關係及透過興奮度對博弈參與者再投入博弈活動之影響。本研究結合心理學認知行為學派早期所提出的對控制的幻覺理論，探討博弈消費者對於再投入博弈活動的因素、興奮度(內在因素)提出解釋。於實務上提供博戲設計者、博彩機構、賭場業者、或其他具風險行為，以賺取利潤為目的之業者在進行相關研究計劃或設備建置時因不同因素所激起之興奮度及背後所帶來的商機或所造成之影響提供參考。
This research adopts a number of gambling-related variables previously studied by psychologists to examine how such factors influence a gambler’s decision to stay en-gaged, and also offers an extension hypothesis. From a casino’s point of view, keeping gamblers in the game is the key to success -- the longer gamblers play, the more profit the casino will make. This study records and analyzes brain waves of participants en-gaged in gambles, then proposes a hypothesis about how brain wave amplitudes influ-ence psychological factors that keep a gambler in the game. This paper looks at how brain wave amplitudes impact on a number of factors (levels of friendship among par-ticipants, number of participants, levels of immersion in the game, and familiarity with the gambling device). The study shows that large brain wave amplitude, also known as thrill, translates to gamblers’ desire to persist and extend the game repeatedly.
This study utilizes the control theory and the illusion theory proposed by past cog-nitive behaviorism scholars to examine factors causing persistent gambling, and asserts that the thrill is one inner factor. This study aims to help gambling scheme designers, lottery operators, casino owners and businesses profiting from people’s high-risk behav-ior in making crucial decisions (on feasibility studies, gambling device installation layout or dynamic allocation of gambling resources) based on how they could monetize from various factors simulating thrills.
