Main factors that influence the purchase intention of virtual goods in free games

• Autor(a) principal: Serafim, Monalisa da Costa
• Data de Publicação: 2022
• Outros Autores: Gonçalves, Gabriel Freitas, de Souza, Dayvisson Emanoel Silva, dos Santos, Ítalo Anderson Taumaturgo
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Future Studies Research Journal: Trends and Strategies
• Texto Completo: https://www.revistafuture.org/FSRJ/article/view/582
• topic: Bens virtuais; Consumo; Comportamento do Consumidor; Virtual items; Consumption; Consumer behaviour

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.