Abstract
In Thailand, illegal underground lotteries systems have long been popular and attractive to many Thai players. In attempting to solve this problem, Thai government has proposed to offer online lottery as an alternative to attract players away from the underground lottery. The purpose of this study is to investigate the influence of the proposed online lottery system and its effects on the behavior of lottery players. The study employs experimental survey method. A sample of 322 respondents is observed and analyzed employing Zero-inflated Poisson regression models. The estimated results show that buyers who currently play underground lottery have higher chance of purchasing online lottery. The study found that online lottery does not only poor substitute the underground lottery but also provides additional alternative for underground lottery buyer. Lottery buyers are more likely to prone to gambling addiction through the online lottery. Follows prospect theory, in a situation when player lose money in the game but with gross negligence of the risks, the player will continue to purchase lottery tickets in an attempt to recoup his/her losses. This implies that the online system had a tendency of being a bad influence causing its players addicted to gambling.
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