9ª Geração de Videogames e as dimensões que impactam a sua aquisição. Como os valores, risco e custo de mudança influenciam o comportamento de compra
DOI:
https://doi.org/10.18568/cmc.v19i56.2701Palavras-chave:
Videogame, Intenção de Compra, Risco Percebido, Valores, Custo de Mudança, JogosResumo
Jogar videogame a princípio é só diversão, mas esse mercado movimenta por ano quase 2 trilhões de dólares. Porém, apesar dos números, não são muitos os estudos acadêmicos sobre esse mercado. Desse modo, essa pesquisa pretende ampliar um pouco esse conhecimento, particularmente, sobre as influências na intenção de compra de um videogame novo. Existem diversas teorias sobre os fatores que a influenciam direta, ou indiretamente, no qual para este estudo foi utilizado um modelo adaptado baseado na Theory of Consumption Values. Para adaptação da escala, foi realizada uma varredura sobre as gerações de videogames, mercado e particularidades desse produto, seguida de uma survey respondida por 403 jogadores e analisada por meio de SEM-PLS. Os resultados demonstraram que os valores utilitários e hedônicos, bem como o custo de mudança e risco percebido influenciam consideravelmente a intenção de compra.
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