A INTENÇÃO DE TER GANHOS FINANCEIROS RÁPIDOS NO CONSUMO DIGITAL DE APOSTAS POR JOVENS

Abstract

After the regulation of fixed-odds betting and the inclusion of online games in Brazilian legislation, the number of digital betting companies in Brazil increased by 153% between 2021 and 2024. In this context of intense digitalization, this study sought to analyze how the intention to achieve quick financial gains motivates the consumption of digital betting among young people. Adopting Ajzen’s Theory of Planned Behavior (1991) as the theoretical lens, an exploratory qualitative study was conducted through semi-structured interviews with six young bettors or former bettors. The results revealed that the pursuit of quick gains is a central motivator for the act of betting, often linked to the idea of solving small immediate needs; moreover, the digital environment facilitates this intention, making it practical in just a few clicks and socially normalizing it through public figures. However, the continuation of the behavior after initial losses is sustained by the illusion of being able to recover them at some point. Although they recognize the financial risks and the unfavorable structure of the platforms, the perceived initial gain and the false sense of control or predictability contribute to the formation of intention. The decision-making process varies between impulsivity and planning, being influenced by emotional factors such as boredom and anxiety, in addition to financial factors.