9a Geração de Videogames e as dimensões que impactam a sua aquisição. Como os valores, risco e custo de mudança influenciam a compra
Resumo
Jogar videogame a princípio é só diversão, mas esse mercado está longe de ser brincadeira, movimenta por ano quase 2 trilhões de dólares. Porém, apesar dos números, são poucos estudos acadêmicos sobre esse mercado. Desse modo, essa pesquisa pretende ampliar um pouco esse conhecimento, particularmente, sobre as influências na intenção de compra. Existem diversas teorias sobre os fatores que a influenciam direta, ou indiretamente, no qual para este estudo foi utilizado um modelo adaptado de Chunmei e Weijun, e este baseado na Theory of Consumption Values. Partindo disso, foi realizada uma varredura sobre as gerações de videogames, mercado e particularidades desse produto, para adaptação da escala que culminou com a realização de uma survey respondida por 404 jogadores brasileiros. O método estatístico utilizado foi a modelagem de equações estruturais baseada em mínimos quadrados. Os resultados demonstraram que os valores utilitários e hedônicos, bem como o custo de mudança e risco percebido influenciam consideravelmente a intenção de compra, bem como a expectativa de satisfação. Espera-se que esses resultados possam auxiliar a todos os participantes dessa indústria no desenvolvimento dos videogames mas também dos produtos correlatos, como os jogos.
Palavras-chave:
Videogame, Intenção de Compra, Atributos, Risco Percebido, Custo de Mudança, Jogos
Referências
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A. Marchand, T. Hennig-Thurau, "Value Creation in the Videogame Industry: Industry Economics, Consumer Benefits, and Research Opportunities". Journal of Interactive Marketing. vol.27(3), pp.141-157. 2013.
S. Martins, J. Monteiro, D. Caldeira, L. R, Oliveira, "Games and learning - a bibliometric analysis of the scientific production", ICERI2015 Proceedings. pp. 1909-1916. 2015.
X. Wang, D. H, Goh, "Videogame Acceptance: A Meta-Analysis of the Extended Technology Acceptance Model". Cyberpsychology, Behavior, and Social Networking. vol. 20(11), pp. 662-671. 2017.
Playstation 5. Play Has No Limits. Playstation, 2020e. Disponível em: https://www.playstation.com/pt-br/ps5/. Acesso em: 15 mar. 2021
P. Spencer, "Xbox Series S and Xbox Series X Launch November 10". Xbox Wire, 2020. Estados Unidos, 9 set. 2020. Disponível em: [link]. Acesso em: 10 out. 2020
G. Roussel-Tarbouriech, N. Menard, T. True, "Methodically Defeating Nintendo Switch Security". 2019. não publicado.
I. J. L. Gammarano, "Segunda chance só no videogame: competição mercadológica e valores envolvidos no processo de consumo de videogames". Revista Contribuciones a la Economía, 2018. Disponível em: [link]. Acesso em: 10 out 2020.
A. Parasuraman,V. Zeithaml, L. L. Berry, "A Conceptual Model of Service Quality and Its Implications for Future Research". Journal of Marketing. vol. 49(4), pp.41-51.1985.
I. Cabras, N. D. Goumagias, K. Fernandes, P. P. Cowling, F. Li, D. Kudenko, A. Nucciarelli, "Exploring survival rates of companies in the UK video-games industry: An empirical study". Technological Forecasting and Social Change, vol. 117, pp. 305-314. 2017.
R. Guins, "Video and Computer Games". Oxford Bibliographies, 2016. Estados Unidos, 06 may. 2016. Disponível em: [link]. Acesso em: 15 jul. 2020.
N. Yee, Quantic Foundry. 19 jan. 2017. Disponível em: [link]. Acesso em: 15 mar. 2021
H. Calderon-Vilca, N. M. Chavez, J. M. R. Guimarey, "Recommendation of Videogames with Fuzzy Logic". 27th Conference of Open Innovations Association (FRUCT). 2020.
G. Chunmei, W. Weijun, "The influence of perceived value on purchase intention in social commerce context", Internet Research, vol. 27(3). pp. 00-00. 2017.
J. Sheth, B. Newman, B. Gross, Why We Buy What We Buy: "A Theory of Consumption Values". Journal of Business Research. vol.22. pp. 159-170.1991.
R. Solomon, "O comportamento do consumidor: comprando, possuindo e sendo". 5ª. ed. Porto Alegre: Bookman, 2002.
V. Zeithaml, "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence". Journal of Marketing, vol. 52. pp. 2-22. 1988.
J. C. Sweeny, G. N. Soutar, "Customer perceived value: the development of a multiple item scale in hospitals". Problems and Perspectives in Management. vol. .5, pp. 252-268. 2001.
C. Lovelock, J. Wirtz, M. A. Hemzo, Marketing de serviços: pessoas tecnologia e estratégia". 7 ed. São Paulo: Pearson Prentice Hall, 2011.
A. Rocha, J. Brantes, "Administração de Marketing: Conceitos, Estratégias e Aplicações". Atlas Humanas Didático: São Paulo. 2012.
M. B. Holbrook, E. C. Hirschman, "The experiential aspects of consumption: Consumer fantasies, feelings, and fun". Journal of Consumer Research, vol. 9(2), pp. 132-140. 1982.
K. Briken, S. Chillas, M. Krzywdzinski, A. Marks, C. Teipen, "Macro- , Meso- and Micro-Level Determinants of Employment Relations in the Video Games Industry", in book: The New Digital Workplace. pp. 218-237. 2017
M. M. Higuchi, "Digital Games Platforms: a literature review, na empirical assessment of quality and exclusivity in video-game". M.S. Dissertação. Dept., Escola Politécnica, Universidade de São Paulo - USP, São Paulo, SP, 2018.
M. M. Long, L.G, Schiffman, "Consumption values and relationships: Segmenting the market for frequency program"s. Journal of Consumer Marketing. vol. 17(3), pp. 214-232. 2000.
A. J van Rooij, R. Daneels, S. Liu, S. Anrij, J. Van Looy, "Childrens Motives to Start, Continue, and Stop Playing Videogames: Confronting Popular Theories with Real-World Observations". Current Addiction Reports. vol. 4(3). pp. 323-332. 2017.
B. Wang, L. Taylor, Q. Sun, "Families that play together stay together: Investigating family bonding through video games". New Media & Society. vol. 20(11), pp. 4074-4094. 2018
E. J. M. Arruda Filho, I.J Gammarano, "For every game over there is a play again: Analysis of user preferences regarding 7th- and 8th-generation video games consoles", The Journal of High Technology Management Research, vol. 29, Issue 1, pp. 1-11. 2018.
A. Nascimento, "A microeconomic analysis of the competition in the home console videogame industry". Tese de Doutorado. Massachusetts Institute of Technology - MIT, Boston, Massachusetts. 2013.
Video Game History. History, 2019. Estados Unidos, 10 jun. 2019. Disponível em: https://www.history.com/topics/inventions/history-of-video-games. Acesso em: 06 out. 2020.
C. C. Liu, "A model for exploring players flow experience in online games". Information Technology & People. vol. 30(1), pp.139-162. 2017.
R. A. Bauer. "Consumer Behavior as Risk-Taking". In Book, Dynamic Marketing for Changing World. American Marketing Association: Chicago, 389-398. 1960.
J. Jacoby, L. Kaplan, "The Components of Perceived Risk". in book: Proceedings of the Third Annual Conference of the Association for Consumer Research, eds. M. Venkatesan, Chicago, IL : Association for Consumer Research. pp. 382-393. 1972.
C. S. Nikhil, C. Anup, "Enterprise Agility on Consumption Value: Bringing Satisfaction in New Product". European Business & Management. vol. 2(1), pp. 8-16. 2016.
M. E. Porter, "Competitive Strategy: Techniques for Analyzing Industries and Competitors". New York: Free Press,1980.
P. P. Klemperer, "The competitiveness of markets with switching costs. Journal of Economics", vol.18. pp. 138. 1987.
R. Ping, "The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect". Journal of Retailing, vol. 69(3), pp. 321-49. 1993.
S. Gallangher, S.H. Park, "Scoring video games' standard contributions". IEEE Potentials, vol. 22(2). pp. 4-14, 2003.
K. Dhargalkar, K. Shinde, Y. Arora, "A universal new product development and upgradation framework". Journal of Innovation and Entrepreneurshipp. vol.5. pp. 27. 2016.
P. P. Kotler, "Marketing Management: The Millennium Edition". Person Prentice Hall: Upper Saddle River. 2000.
L. R. Oliver, "Satisfaction a behavioral perspective on the consumer", Ed. The McGraw-Hill Companies: Inc. New York.1997
C. Fornell, M. D. Johnson, E. W. Anderson, B. E. Bryant, "The American customer satisfaction index: nature, purpose and findings," Journal of Marketing. vol. 60(4). pp. 7-18. 1996.
R. L. Oliver, "Whence Consumer Loyalty?" Journal of Marketing. vol. 63, pp. 33-44.1999.
L. Gronholdt, A. Martensen, K. Kristensen, "The relationship between customer satisfaction and loyalty: Cross-industry differences". Total Quality Management. vol. 11(4-6), pp. 509-514. 2000.
D. A. Aaker, V. Kumar, G. S. Day, "Pesquisa de marketing". São Paulo: Atlas, 2004.
A. L. S. Samartini, "Comparação entre métodos de mensuração da importância de atributos em produtos e serviços". Relatório de Pesquisa GV-Pesquisa. São Paulo. 2006
M. Dalmoro, K. Vieira, "Dilemas na construção de escalas Tipo Likert: o número de itens e a disposição influenciam nos resultados? Revista Gestão Organizacional". Edição Especial - Epistemologia e Métodos de Pesquisa em Administração e Contabilidade. vol. 6(3). id. 31731. 2014.
J. F. Hair, W. Black, J. B. Barry, Análise multivariada de dados. 6. ed. Porto Alegre. Bookman, 2009
N. K. Malhotra, D. Nunan, D. F. Birks, "Marketing research: An applied approach". 5ª ed. London: Pearson. 2017.
C. Ringle, D. Silva, D. Bido, "Modelagem de Equações Estruturais com utilização do Smartpls". Revista Brasileira de Marketin. vol. 13(2). pp. 54-71, 2014.
K. Briken, S. Chillas, M. Krzywdzinski, A. Marks, C. Teipen, "Macro, Meso and Micro Level Determinants of Employment Relations in the Video Games Industry". in book: The New Digital Workplace. pp. 218-237. 2017.
T. Venkatesh, "Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology". MIS Quarterly. vol. 36(1), pp. 157. 2012.
X. Wang, D. H. L. Goh, "Videogame Acceptance: A Meta-Analysis of the Extended Technology Acceptance Model". Cyberpsychology, Behavior, and Social Networking. vol. 20(11), pp. 662-671. 2017.
R. .M Grant, "Cases to Accompany Contemporary Strategy Analysis". Ed 7. Chichester, United Kingdom. John Wiley and Sons Ltd. 2010.
N. Jimenez, S. San-Martin, C. Camarero, R. Cabezudo, "What kind of video gamer are you?". Journal of Consumer Marketing. vol. 36(1). pp. 218-227. 2019.
J. R. Hauser, D. I. Simester, B. Wernerfelt, "Customer satisfaction incen-tives". Marketing Science, vol.13, pp.327-350.1994.
Y. Yen, "Can perceived risks affect the relationship of switching costs and customer loyalty in e-commerce?" Internet Research. vol.20(2). pp. 210-224. 2010.
S. Chess, N. J. Evans, J. J. Baines, "What Does a Gamer Look Like? Video Games, Advertising, and Diversity". Television & New Media. vol. 8(1), pp. 37-57. 2016.
M. Törhönen, M. Sjöblom, L. Hassan, J. Hamari, "Fame and fortune, or just fun? A study on why people create content on video platforms", Internet Research, vol. 30(1). pp. 165-190. 2019.
K. P. P. Wiedmann, W. Von Mettenheim, "Attractiveness, trustworthiness and expertise - social influencers winning formula?" Journal of Product; Brand Management. vol. 30(5). Pp. 707-725. 2020.
Z. Hall, N. Lee, "Taking the measure of measurement in sales research: introduction to the special issue". Journal of Personal Selling & Sales Management, vol. 39(3), pp. 201-206. 2019.
A Regional breakdown of the $99.6 bn. global games market. Newzoo, 2016. Estados Unidos, 6 jul. 2018. Disponível em: [link]. Acesso em: 09 novol. 2020.
19° Pesquisa Global de Entretenimento e Mídia 2018-2022. PWC, 2018. Disponível em: https://www.pwc.com.br/pt/outlook-18.html. Acesso em: 09 novol. 2020
P. P. García-Sánchez, M. M. Antonio, P. P. Castillo, J. J. Pérez, "A bibliometric study of the research area of videogames using dimensions ai database", Procedia Computer Science. vol. 162. pp. 737-744. 2019.
A. Marchand, T. Hennig-Thurau, "Value Creation in the Videogame Industry: Industry Economics, Consumer Benefits, and Research Opportunities". Journal of Interactive Marketing. vol.27(3), pp.141-157. 2013.
S. Martins, J. Monteiro, D. Caldeira, L. R, Oliveira, "Games and learning - a bibliometric analysis of the scientific production", ICERI2015 Proceedings. pp. 1909-1916. 2015.
X. Wang, D. H, Goh, "Videogame Acceptance: A Meta-Analysis of the Extended Technology Acceptance Model". Cyberpsychology, Behavior, and Social Networking. vol. 20(11), pp. 662-671. 2017.
Playstation 5. Play Has No Limits. Playstation, 2020e. Disponível em: https://www.playstation.com/pt-br/ps5/. Acesso em: 15 mar. 2021
P. Spencer, "Xbox Series S and Xbox Series X Launch November 10". Xbox Wire, 2020. Estados Unidos, 9 set. 2020. Disponível em: [link]. Acesso em: 10 out. 2020
G. Roussel-Tarbouriech, N. Menard, T. True, "Methodically Defeating Nintendo Switch Security". 2019. não publicado.
I. J. L. Gammarano, "Segunda chance só no videogame: competição mercadológica e valores envolvidos no processo de consumo de videogames". Revista Contribuciones a la Economía, 2018. Disponível em: [link]. Acesso em: 10 out 2020.
A. Parasuraman,V. Zeithaml, L. L. Berry, "A Conceptual Model of Service Quality and Its Implications for Future Research". Journal of Marketing. vol. 49(4), pp.41-51.1985.
I. Cabras, N. D. Goumagias, K. Fernandes, P. P. Cowling, F. Li, D. Kudenko, A. Nucciarelli, "Exploring survival rates of companies in the UK video-games industry: An empirical study". Technological Forecasting and Social Change, vol. 117, pp. 305-314. 2017.
R. Guins, "Video and Computer Games". Oxford Bibliographies, 2016. Estados Unidos, 06 may. 2016. Disponível em: [link]. Acesso em: 15 jul. 2020.
N. Yee, Quantic Foundry. 19 jan. 2017. Disponível em: [link]. Acesso em: 15 mar. 2021
H. Calderon-Vilca, N. M. Chavez, J. M. R. Guimarey, "Recommendation of Videogames with Fuzzy Logic". 27th Conference of Open Innovations Association (FRUCT). 2020.
G. Chunmei, W. Weijun, "The influence of perceived value on purchase intention in social commerce context", Internet Research, vol. 27(3). pp. 00-00. 2017.
J. Sheth, B. Newman, B. Gross, Why We Buy What We Buy: "A Theory of Consumption Values". Journal of Business Research. vol.22. pp. 159-170.1991.
R. Solomon, "O comportamento do consumidor: comprando, possuindo e sendo". 5ª. ed. Porto Alegre: Bookman, 2002.
V. Zeithaml, "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence". Journal of Marketing, vol. 52. pp. 2-22. 1988.
J. C. Sweeny, G. N. Soutar, "Customer perceived value: the development of a multiple item scale in hospitals". Problems and Perspectives in Management. vol. .5, pp. 252-268. 2001.
C. Lovelock, J. Wirtz, M. A. Hemzo, Marketing de serviços: pessoas tecnologia e estratégia". 7 ed. São Paulo: Pearson Prentice Hall, 2011.
A. Rocha, J. Brantes, "Administração de Marketing: Conceitos, Estratégias e Aplicações". Atlas Humanas Didático: São Paulo. 2012.
M. B. Holbrook, E. C. Hirschman, "The experiential aspects of consumption: Consumer fantasies, feelings, and fun". Journal of Consumer Research, vol. 9(2), pp. 132-140. 1982.
K. Briken, S. Chillas, M. Krzywdzinski, A. Marks, C. Teipen, "Macro- , Meso- and Micro-Level Determinants of Employment Relations in the Video Games Industry", in book: The New Digital Workplace. pp. 218-237. 2017
M. M. Higuchi, "Digital Games Platforms: a literature review, na empirical assessment of quality and exclusivity in video-game". M.S. Dissertação. Dept., Escola Politécnica, Universidade de São Paulo - USP, São Paulo, SP, 2018.
M. M. Long, L.G, Schiffman, "Consumption values and relationships: Segmenting the market for frequency program"s. Journal of Consumer Marketing. vol. 17(3), pp. 214-232. 2000.
A. J van Rooij, R. Daneels, S. Liu, S. Anrij, J. Van Looy, "Childrens Motives to Start, Continue, and Stop Playing Videogames: Confronting Popular Theories with Real-World Observations". Current Addiction Reports. vol. 4(3). pp. 323-332. 2017.
B. Wang, L. Taylor, Q. Sun, "Families that play together stay together: Investigating family bonding through video games". New Media & Society. vol. 20(11), pp. 4074-4094. 2018
E. J. M. Arruda Filho, I.J Gammarano, "For every game over there is a play again: Analysis of user preferences regarding 7th- and 8th-generation video games consoles", The Journal of High Technology Management Research, vol. 29, Issue 1, pp. 1-11. 2018.
A. Nascimento, "A microeconomic analysis of the competition in the home console videogame industry". Tese de Doutorado. Massachusetts Institute of Technology - MIT, Boston, Massachusetts. 2013.
Video Game History. History, 2019. Estados Unidos, 10 jun. 2019. Disponível em: https://www.history.com/topics/inventions/history-of-video-games. Acesso em: 06 out. 2020.
C. C. Liu, "A model for exploring players flow experience in online games". Information Technology & People. vol. 30(1), pp.139-162. 2017.
R. A. Bauer. "Consumer Behavior as Risk-Taking". In Book, Dynamic Marketing for Changing World. American Marketing Association: Chicago, 389-398. 1960.
J. Jacoby, L. Kaplan, "The Components of Perceived Risk". in book: Proceedings of the Third Annual Conference of the Association for Consumer Research, eds. M. Venkatesan, Chicago, IL : Association for Consumer Research. pp. 382-393. 1972.
C. S. Nikhil, C. Anup, "Enterprise Agility on Consumption Value: Bringing Satisfaction in New Product". European Business & Management. vol. 2(1), pp. 8-16. 2016.
M. E. Porter, "Competitive Strategy: Techniques for Analyzing Industries and Competitors". New York: Free Press,1980.
P. P. Klemperer, "The competitiveness of markets with switching costs. Journal of Economics", vol.18. pp. 138. 1987.
R. Ping, "The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect". Journal of Retailing, vol. 69(3), pp. 321-49. 1993.
S. Gallangher, S.H. Park, "Scoring video games' standard contributions". IEEE Potentials, vol. 22(2). pp. 4-14, 2003.
K. Dhargalkar, K. Shinde, Y. Arora, "A universal new product development and upgradation framework". Journal of Innovation and Entrepreneurshipp. vol.5. pp. 27. 2016.
P. P. Kotler, "Marketing Management: The Millennium Edition". Person Prentice Hall: Upper Saddle River. 2000.
L. R. Oliver, "Satisfaction a behavioral perspective on the consumer", Ed. The McGraw-Hill Companies: Inc. New York.1997
C. Fornell, M. D. Johnson, E. W. Anderson, B. E. Bryant, "The American customer satisfaction index: nature, purpose and findings," Journal of Marketing. vol. 60(4). pp. 7-18. 1996.
R. L. Oliver, "Whence Consumer Loyalty?" Journal of Marketing. vol. 63, pp. 33-44.1999.
L. Gronholdt, A. Martensen, K. Kristensen, "The relationship between customer satisfaction and loyalty: Cross-industry differences". Total Quality Management. vol. 11(4-6), pp. 509-514. 2000.
D. A. Aaker, V. Kumar, G. S. Day, "Pesquisa de marketing". São Paulo: Atlas, 2004.
A. L. S. Samartini, "Comparação entre métodos de mensuração da importância de atributos em produtos e serviços". Relatório de Pesquisa GV-Pesquisa. São Paulo. 2006
M. Dalmoro, K. Vieira, "Dilemas na construção de escalas Tipo Likert: o número de itens e a disposição influenciam nos resultados? Revista Gestão Organizacional". Edição Especial - Epistemologia e Métodos de Pesquisa em Administração e Contabilidade. vol. 6(3). id. 31731. 2014.
J. F. Hair, W. Black, J. B. Barry, Análise multivariada de dados. 6. ed. Porto Alegre. Bookman, 2009
N. K. Malhotra, D. Nunan, D. F. Birks, "Marketing research: An applied approach". 5ª ed. London: Pearson. 2017.
C. Ringle, D. Silva, D. Bido, "Modelagem de Equações Estruturais com utilização do Smartpls". Revista Brasileira de Marketin. vol. 13(2). pp. 54-71, 2014.
K. Briken, S. Chillas, M. Krzywdzinski, A. Marks, C. Teipen, "Macro, Meso and Micro Level Determinants of Employment Relations in the Video Games Industry". in book: The New Digital Workplace. pp. 218-237. 2017.
T. Venkatesh, "Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology". MIS Quarterly. vol. 36(1), pp. 157. 2012.
X. Wang, D. H. L. Goh, "Videogame Acceptance: A Meta-Analysis of the Extended Technology Acceptance Model". Cyberpsychology, Behavior, and Social Networking. vol. 20(11), pp. 662-671. 2017.
R. .M Grant, "Cases to Accompany Contemporary Strategy Analysis". Ed 7. Chichester, United Kingdom. John Wiley and Sons Ltd. 2010.
N. Jimenez, S. San-Martin, C. Camarero, R. Cabezudo, "What kind of video gamer are you?". Journal of Consumer Marketing. vol. 36(1). pp. 218-227. 2019.
J. R. Hauser, D. I. Simester, B. Wernerfelt, "Customer satisfaction incen-tives". Marketing Science, vol.13, pp.327-350.1994.
Y. Yen, "Can perceived risks affect the relationship of switching costs and customer loyalty in e-commerce?" Internet Research. vol.20(2). pp. 210-224. 2010.
S. Chess, N. J. Evans, J. J. Baines, "What Does a Gamer Look Like? Video Games, Advertising, and Diversity". Television & New Media. vol. 8(1), pp. 37-57. 2016.
M. Törhönen, M. Sjöblom, L. Hassan, J. Hamari, "Fame and fortune, or just fun? A study on why people create content on video platforms", Internet Research, vol. 30(1). pp. 165-190. 2019.
K. P. P. Wiedmann, W. Von Mettenheim, "Attractiveness, trustworthiness and expertise - social influencers winning formula?" Journal of Product; Brand Management. vol. 30(5). Pp. 707-725. 2020.
Z. Hall, N. Lee, "Taking the measure of measurement in sales research: introduction to the special issue". Journal of Personal Selling & Sales Management, vol. 39(3), pp. 201-206. 2019.
Publicado
18/10/2021
Como Citar
NASCIMENTO, Mário do Amaral; ORIOL, Ettore de.
9a Geração de Videogames e as dimensões que impactam a sua aquisição. Como os valores, risco e custo de mudança influenciam a compra. In: TRILHA DE INDÚSTRIA – ARTIGOS COMPLETOS - SIMPÓSIO BRASILEIRO DE JOGOS E ENTRETENIMENTO DIGITAL (SBGAMES), 20. , 2021, Online.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2021
.
p. 806-812.
DOI: https://doi.org/10.5753/sbgames_estendido.2021.21517.
