What Makes People Trust Online Gambling Sites?
http://www.ecommuse.com/research/publications/chi2002.pdf

Shelat, B. and F.N. Egger
ACM SIGCHI
2002

Abstract:

A validated model of trust was used as a framework for an empirical study to identify on- and offline factors that influence gamblers’ perception of an online casino’s trustworthiness. The results suggest that the quality with which casinos address gamblers’ trust concerns by providing appropriate content is the prime factor. However, designing for trust must be part of a consistent strategy that also involves customer service and usability.