Principais fatores que influenciam a intenção de compra de bens virtuais em jogos gratuitos
DOI:
https://doi.org/10.24023/FutureJournal/2175-5825/2022.v14i1.582Keywords:
Bens virtuais, Consumo, Comportamento do ConsumidorAbstract
Objetivo: Identificar os fatores que influenciam a intenção de compra de bens virtuais em jogos gratuitos.
Metodologia. Pesquisa quantitativa que utilizou de um modelo com nove dimensões para compreender o comportamento de compra em games gratuitos, com a utilização da modelagem de equações estruturais para verificar a sua adequabilidade.
Originalidade/valor: Esta pesquisa investigou o papel mediador da atitude no comportamento de compra de itens virtuais e testou sua aplicação no contexto brasileiro.
Constatações: Os resultados indicaram a atitude e o valor percebido como principais influenciadores da intenção de compra. A atitude desempenhou papel mediador entre as variáveis do modelo e a intenção de compra, com os construtos norma subjetiva e percepção de justiça como seus principais preditores.
Limitações: Uso de apenas aspectos funcionais que influenciam a intenção de compra e pouca representatividade feminina na amostra.
Contribuições/ImplicaçõesEsse estudo contribui de forma prática ao identificar os fatores de maior influência na intenção de compra de bens virtuais e oferece um modelo que auxilia nos estudos que buscam compreender o comportamento de compra dos jogadores.
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