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Abstract(s)
Nunca foi tão fácil ter um jogo. Através de poucos cliques, o mundo pode encontrar uma fonte de entretenimento claro e imediato através, por exemplo, do seu “amigo de bolso” – smartphone. Desde o clássico jogo das “cobrinhas” que se conhece o potencial dos dispositivos móveis, essencialmente para as pessoas poderem estar entretidas em momentos oportunos, e as empresas têm reconhecido este fenómeno. Torna-se como interesse comum das mesmas entender como podem chegar a mais pessoas, e como estas podem vir a adquirir bens virtuais dentro dos jogos em troca de dinheiro – dado que o principal objetivo das desenvolvedoras de jogos surge em tornar o negócio viável e rentável. Esta visão toma outras proporções quando se pensa em jogos mobile gratuitos, onde as compras in-game ganham não só peso, mas também preocupação no que diz respeito a encontrar a melhor estratégia.
Esta Dissertação nasce, portanto, com o objetivo primordial de encontrar os fatores que influenciam a intenção de compra in-game de jogos mobile gratuitos em Portugal, essencialmente devido à sua escassez de investigação na Europa, sem qualquer contributo em Portugal. Através de uma amostra de 215 inquiridos, analisadas através dos softwares SPSS e SmartPLS, foi possível criar um modelo estrutural que sustentou 6 hipóteses num total de 8 propostas, numa perspetiva inovadora de agrupamento de variáveis por Motivadores Extrínsecos e Intrínsecos na relação direta com a Intenção de Compra, Lealdade enquanto variável mediadora, e Comportamento Aditivo com o papel de moderador.
Having a game has never been easier. Through a few clicks, the world can find a source of clear and immediate entertainment through, for example, their “pocket friend” – smartphone. Since the classic game of “snakes”, the potential of mobile devices has been known, essentially for people to be entertained at opportune moments, and companies have recognized this phenomenon. It becomes their common interest to understand how they can reach more people, making them want to acquire virtual goods within the game in exchange for money – given that the main objective of game developers is to make the business viable and profitable. This vision takes on other proportions when thinking about free mobile games, where in-game purchases gain increasingly concern when it comes to finding the best strategy. This Dissertation was born, therefore, with the primary objective of finding the factors that influence the intention to purchase in-game on free mobile games in Portugal, essentially due to the lack of research in Europe, without any contribution in Portugal. Through a sample of 215 respondents, analyzed using SPSS and SmartPLS softwares, it was possible to create a structural model that supported 6 hypotheses in a total of 8 proposals, in an innovative perspective of grouping variables by Extrinsic and Intrinsic Motivators in a direct relationship with Purchase Intention, Loyalty as a mediating variable, and Addictive Behaviour as a moderator.
Having a game has never been easier. Through a few clicks, the world can find a source of clear and immediate entertainment through, for example, their “pocket friend” – smartphone. Since the classic game of “snakes”, the potential of mobile devices has been known, essentially for people to be entertained at opportune moments, and companies have recognized this phenomenon. It becomes their common interest to understand how they can reach more people, making them want to acquire virtual goods within the game in exchange for money – given that the main objective of game developers is to make the business viable and profitable. This vision takes on other proportions when thinking about free mobile games, where in-game purchases gain increasingly concern when it comes to finding the best strategy. This Dissertation was born, therefore, with the primary objective of finding the factors that influence the intention to purchase in-game on free mobile games in Portugal, essentially due to the lack of research in Europe, without any contribution in Portugal. Through a sample of 215 respondents, analyzed using SPSS and SmartPLS softwares, it was possible to create a structural model that supported 6 hypotheses in a total of 8 proposals, in an innovative perspective of grouping variables by Extrinsic and Intrinsic Motivators in a direct relationship with Purchase Intention, Loyalty as a mediating variable, and Addictive Behaviour as a moderator.
Description
Keywords
Jogos mobile gratuitos Bens virtuais Intenção de compra