“You have to pay to see”: consumer perceptions for reward-based crowdfunding supporters

Detalhes bibliográficos
Autor(a) principal: Barcellos Pinheiro do Nascimento, Thaisa
Data de Publicação: 2021
Outros Autores: Giovane da Silva, Marcos, Oliveira Junior, Marcelo, Cardoso Campos, Alyce, Grützmann, André
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Marketing & Tourism Review
Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/6406
Resumo: New forms of commercialization are emerging and strengthening for different consumer audiences. The appeal of crowdfunding and the collaborative way of participating in differentiated projects led to the emergence of interesting platforms, such as Catarse. This is a platform to show the works and projects of developers from Brazil in different themes and areas. This study approached the game development area, presenting the context of this universe and results on the motivations and perception of consumers/financiers of this type of product. Funders relate to well-designed campaigns - informative and visually attractive - with a sense of confidence in the project. Another interesting result was that, despite the fact that there were projects perceived as innovative, this characteristic did not influence consumer behavior, and the perceived quality and perceived price were the points most addressed and that showed the greatest importance for the interviewees. With regard to the platform, it was possible to observe that Catarse is perceived as an already established brand and that its history, transparency, and representativeness were the factors that most influenced the site's feeling of trust.
id UFMG-16_8c9f8518ad48540ffc663d33e290f06c
oai_identifier_str oai:ojs.pkp.sfu.ca:article/6406
network_acronym_str UFMG-16
network_name_str Marketing & Tourism Review
repository_id_str
spelling “You have to pay to see”: consumer perceptions for reward-based crowdfunding supporters"Tienes que pagar para ver": percepción de los consumidores para los partidarios del crowdfunding basado en recompensas“Tem que pagar para ver”: percepções de consumo para apoiadores de crowdfunding com base em recompensaCrowdfunding, Consumidor online, Catarse, Innovación.Crowdfunding, Consumidor Online, Catarse, Inovatividade.New forms of commercialization are emerging and strengthening for different consumer audiences. The appeal of crowdfunding and the collaborative way of participating in differentiated projects led to the emergence of interesting platforms, such as Catarse. This is a platform to show the works and projects of developers from Brazil in different themes and areas. This study approached the game development area, presenting the context of this universe and results on the motivations and perception of consumers/financiers of this type of product. Funders relate to well-designed campaigns - informative and visually attractive - with a sense of confidence in the project. Another interesting result was that, despite the fact that there were projects perceived as innovative, this characteristic did not influence consumer behavior, and the perceived quality and perceived price were the points most addressed and that showed the greatest importance for the interviewees. With regard to the platform, it was possible to observe that Catarse is perceived as an already established brand and that its history, transparency, and representativeness were the factors that most influenced the site's feeling of trust.Están surgiendo y fortaleciéndose nuevas formas de comercialización para diferentes públicos de consumidores. El atractivo del crowdfunding y la forma colaborativa de participar en proyectos diferenciados propició la aparición de plataformas interesantes, como Catarse. Esta es una plataforma para mostrar los trabajos y proyectos de desarrolladores de Brasil en diferentes temas y áreas. Este estudio abordó el área de desarrollo de juegos, presentando el contexto de este universo y resultados sobre las motivaciones y percepción de los consumidores / financieros de este tipo de producto. Los financiadores se relacionan con campañas bien diseñadas, informativas y visualmente atractivas, con un sentido de confianza en el proyecto. Otro resultado interesante fue que, si bien hubo proyectos percibidos como innovadores, esta característica no influyó en el comportamiento de consumo, siendo que la calidad percibida y el precio percibido fueron los puntos más discutidos y que mostraron mayor importancia para los entrevistados. En cuanto a la plataforma, se pudo observar que Catarse es percibida como una marca ya consolidada y que su trayectoria, transparencia y representatividad fueron los factores que más influyeron en el sentimiento de confianza del sitio web.Nova formas de comercialização estão surgindo e se fortalecendo para públicos variados de consumidores. O apelo do financiamento coletivo (Crowdfunding) e a forma colaborativa de participar em projetos diferenciados proporcionou o surgimento de plataformas de interesse, como a Catarse. Esta é uma plataforma para mostrar trabalhos e projetos de desenvolvedores do Brasil em diversos temas e áreas. Este estudo abordou a área de desenvolvimento de jogos, apresentando o contexto desse universo e resultados sobre as motivações e a percepção dos consumidores/financiadores desse tipo de produto. Os financiadores se relacionam com campanhas bem elaboradas - informativas e atrativas visualmente -, com a sensação de confiança no projeto. Outro resultado interessante foi que, por mais que houvesse projetos percebidos como inovadores, essa característica não influenciou o comportamento de consumo, sendo que a qualidade percebida e preço percebido foram os pontos mais abordados e que demonstraram maior importância para os entrevistados. No que se refere à plataforma, foi possível observar que a Catarse é percebida como uma marca já consagrada e que seu histórico, transparência e representatividade foram os fatores que mais influenciaram para a sensação de confiança do site.Federal University of Minas Gerais2021-03-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfapplication/zipapplication/ziphttps://revistas.face.ufmg.br/index.php/mtr/article/view/640610.29149/mtr.v6i1.6406Marketing & Tourism Review; v. 6 n. 1 (2021): MTR JAN-JULMarketing & Tourism Review; Vol. 6 No. 1 (2021): MTR JAN-JUL2525-81762525-817610.29149/mtr.v6i1reponame:Marketing & Tourism Reviewinstname:Universidade Federal de Minas Gerais (UFMG)instacron:UFMGporenghttps://revistas.face.ufmg.br/index.php/mtr/article/view/6406/3319https://revistas.face.ufmg.br/index.php/mtr/article/view/6406/3320https://revistas.face.ufmg.br/index.php/mtr/article/view/6406/3321https://revistas.face.ufmg.br/index.php/mtr/article/view/6406/3322Copyright (c) 2021 Thaisa Barcellos Pinheiro do Nascimento, Marcos Giovane da Silva, Marcelo Oliveira Junior, Alyce Cardoso Campos, André Grützmannhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccess Barcellos Pinheiro do Nascimento, ThaisaGiovane da Silva, MarcosOliveira Junior, MarceloCardoso Campos, AlyceGrützmann, André2021-03-24T21:01:57Zoai:ojs.pkp.sfu.ca:article/6406Revistahttps://revistas.face.ufmg.br/index.php/mtrPUBhttps://revistas.face.ufmg.br/index.php/mtr/oaimkt.tourism.review@gmail.com||mg.ufmg@gmail.com2525-81762525-8176opendoar:2021-03-24T21:01:57Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG)false
dc.title.none.fl_str_mv “You have to pay to see”: consumer perceptions for reward-based crowdfunding supporters
"Tienes que pagar para ver": percepción de los consumidores para los partidarios del crowdfunding basado en recompensas
“Tem que pagar para ver”: percepções de consumo para apoiadores de crowdfunding com base em recompensa
title “You have to pay to see”: consumer perceptions for reward-based crowdfunding supporters
spellingShingle “You have to pay to see”: consumer perceptions for reward-based crowdfunding supporters
Barcellos Pinheiro do Nascimento, Thaisa
Crowdfunding, Consumidor online, Catarse, Innovación.
Crowdfunding, Consumidor Online, Catarse, Inovatividade.
title_short “You have to pay to see”: consumer perceptions for reward-based crowdfunding supporters
title_full “You have to pay to see”: consumer perceptions for reward-based crowdfunding supporters
title_fullStr “You have to pay to see”: consumer perceptions for reward-based crowdfunding supporters
title_full_unstemmed “You have to pay to see”: consumer perceptions for reward-based crowdfunding supporters
title_sort “You have to pay to see”: consumer perceptions for reward-based crowdfunding supporters
author Barcellos Pinheiro do Nascimento, Thaisa
author_facet Barcellos Pinheiro do Nascimento, Thaisa
Giovane da Silva, Marcos
Oliveira Junior, Marcelo
Cardoso Campos, Alyce
Grützmann, André
author_role author
author2 Giovane da Silva, Marcos
Oliveira Junior, Marcelo
Cardoso Campos, Alyce
Grützmann, André
author2_role author
author
author
author
dc.contributor.author.fl_str_mv Barcellos Pinheiro do Nascimento, Thaisa
Giovane da Silva, Marcos
Oliveira Junior, Marcelo
Cardoso Campos, Alyce
Grützmann, André
dc.subject.por.fl_str_mv Crowdfunding, Consumidor online, Catarse, Innovación.
Crowdfunding, Consumidor Online, Catarse, Inovatividade.
topic Crowdfunding, Consumidor online, Catarse, Innovación.
Crowdfunding, Consumidor Online, Catarse, Inovatividade.
description New forms of commercialization are emerging and strengthening for different consumer audiences. The appeal of crowdfunding and the collaborative way of participating in differentiated projects led to the emergence of interesting platforms, such as Catarse. This is a platform to show the works and projects of developers from Brazil in different themes and areas. This study approached the game development area, presenting the context of this universe and results on the motivations and perception of consumers/financiers of this type of product. Funders relate to well-designed campaigns - informative and visually attractive - with a sense of confidence in the project. Another interesting result was that, despite the fact that there were projects perceived as innovative, this characteristic did not influence consumer behavior, and the perceived quality and perceived price were the points most addressed and that showed the greatest importance for the interviewees. With regard to the platform, it was possible to observe that Catarse is perceived as an already established brand and that its history, transparency, and representativeness were the factors that most influenced the site's feeling of trust.
publishDate 2021
dc.date.none.fl_str_mv 2021-03-24
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistas.face.ufmg.br/index.php/mtr/article/view/6406
10.29149/mtr.v6i1.6406
url https://revistas.face.ufmg.br/index.php/mtr/article/view/6406
identifier_str_mv 10.29149/mtr.v6i1.6406
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://revistas.face.ufmg.br/index.php/mtr/article/view/6406/3319
https://revistas.face.ufmg.br/index.php/mtr/article/view/6406/3320
https://revistas.face.ufmg.br/index.php/mtr/article/view/6406/3321
https://revistas.face.ufmg.br/index.php/mtr/article/view/6406/3322
dc.rights.driver.fl_str_mv https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
application/zip
application/zip
dc.publisher.none.fl_str_mv Federal University of Minas Gerais
publisher.none.fl_str_mv Federal University of Minas Gerais
dc.source.none.fl_str_mv Marketing & Tourism Review; v. 6 n. 1 (2021): MTR JAN-JUL
Marketing & Tourism Review; Vol. 6 No. 1 (2021): MTR JAN-JUL
2525-8176
2525-8176
10.29149/mtr.v6i1
reponame:Marketing & Tourism Review
instname:Universidade Federal de Minas Gerais (UFMG)
instacron:UFMG
instname_str Universidade Federal de Minas Gerais (UFMG)
instacron_str UFMG
institution UFMG
reponame_str Marketing & Tourism Review
collection Marketing & Tourism Review
repository.name.fl_str_mv Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG)
repository.mail.fl_str_mv mkt.tourism.review@gmail.com||mg.ufmg@gmail.com
_version_ 1798321034055647232