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Publication
O impacto dos YouTubers na intenção de compra de videojogos dos jovens portugueses
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| 1.09 MB | Adobe PDF |
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Abstract(s)
Com a chegada da web 2.0, a internet deixou de ser apenas de leitura, mas passou a ser também a internet de partilha, pois os usuários podiam partilhar os seus conteúdos em blogs e chatrooms. Um dos websites mais populares de partilha de conteúdo é o YouTube.
O YouTube é um site que permite aos utilizadores colocarem os seus próprios vídeos na plataforma, que podem ser vistos por outros utilizadores. Alguns utilizadores ganharam de tal maneira visualizações e seguidores, que acabaram por se tornarem em influenciadores digitais. Os jovens seguidores desses influenciadores sentem que os mesmos são mais credíveis que a publicidade tradicional, por isso torna-se fundamental que as empresas compreendam de que maneira eles conseguem influenciar os seus seguidores.
Videojogos são atualmente o setor da indústria do entretenimento mais rentável a nível mundial e com uma forte presença em Portugal.
O objetivo deste estudo é compreender qual o impacto que os YouTubers têm na intenção de compra de videojogos por parte dos jovens portugueses. Para tal recorreu-se a um método quantitativo a uma amostra não probabilística por conveniência, com a aplicação de questionários por inquérito a indivíduos com idades entre os 18 e os 35 anos, dos quais foram obtidas 133 respostas.
Os resultados obtidos confirmam que de factos os YouTubers têm impacto na intenção de compra de videojogos dos jovens portugueses, sendo a sua credibilidade e a utilidade da informação dos seus vídeos os antecedentes que mais impacto têm na intenção de compra, no entanto, não se verificou que o número de visualizações e subscrições do YouTuber tenham impacto na sua credibilidade, nem se verificou um impacto da qualidade percebida do conteúdo na utilidade da informação.
With the arrival of web 2.0, the internet stopped being read-only, but it became the the user-generated content internet, as users could share their content on blogs and chat rooms. One of the most popular content sharing websites is YouTube. YouTube allows its users to upload their own videos on the platform, that can be watched by other users. Some users gained high numbers of views and followers, that they ended up becoming digital influencers. These influencers’ young followers feel that they are more credible than traditional advertising, which is why it is fundamental that companies understand how digital influencers manage to influence their followers. Videogames are currently the most profitable entertainment industry sector in the world and has a strong presence on the Portuguese market. The objective of this study is to understand what is the impact that YouTubers have on young Portuguese people’s purchase intention of videogames. To do this, the study took a quantitative approach that was used on a non-probabilistic convenience sample, with the application of a questionnaire survey to individuals aged between 18 and 35, being collected a total of 133 responses. The results of the study confirmed that YouTubers do have an impact on the purchase intention of young Portuguese people, with the YouTuber’s credibility and the information utility from their videos being the antecedents that have impact on the purchase intention, however, the number of views and subscribers of the YouTuber did not have an impact on his/her credibility, neither did the perceived content quality have an impact on the information utility.
With the arrival of web 2.0, the internet stopped being read-only, but it became the the user-generated content internet, as users could share their content on blogs and chat rooms. One of the most popular content sharing websites is YouTube. YouTube allows its users to upload their own videos on the platform, that can be watched by other users. Some users gained high numbers of views and followers, that they ended up becoming digital influencers. These influencers’ young followers feel that they are more credible than traditional advertising, which is why it is fundamental that companies understand how digital influencers manage to influence their followers. Videogames are currently the most profitable entertainment industry sector in the world and has a strong presence on the Portuguese market. The objective of this study is to understand what is the impact that YouTubers have on young Portuguese people’s purchase intention of videogames. To do this, the study took a quantitative approach that was used on a non-probabilistic convenience sample, with the application of a questionnaire survey to individuals aged between 18 and 35, being collected a total of 133 responses. The results of the study confirmed that YouTubers do have an impact on the purchase intention of young Portuguese people, with the YouTuber’s credibility and the information utility from their videos being the antecedents that have impact on the purchase intention, however, the number of views and subscribers of the YouTuber did not have an impact on his/her credibility, neither did the perceived content quality have an impact on the information utility.
Description
Keywords
Youtube Influenciadores YouTubers Videojogos Intenção de Compra Credibilidade