Keywords
Consumption
Consumer behaviour
How to Cite
Abstract
Objective: To identify the factors that influence the intention to purchase virtual goods in free games.
Methodology: Quantitative research that used a model with nine dimensions to understand the buying behavior in free games, using structural equation modeling to check its suitability.
Originality/value: This research investigated the mediating role of attitude in the purchase behavior of virtual items and tested its application in the Brazilian context.
Findings: The results indicated the attitude and perceived value as the main influencers of the purchase intention. The attitude played a mediating role between the model variables and the purchase intention, with the subjective norm constructs and perception of fairness as its main predictors.
Limitations: Use of only functional aspects that influence the purchase intention and little female representation in the sample.
Contributions/Implications: This study contributes in a practical way by identifying the factors of greatest influence in the intention to purchase virtual goods and offers a model that helps in studies that seek to understand the buying behavior of players.
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