Fatores que influenciam a decisão de compra do consumidor de jogos eletrônicos

Abstract

Thanks to their ever-growing industry, video games have become a complex form of entertainment in many ways, to the extent of being much more than a simple hobby. With the crescent number of possibilities in the world of gaming, it was perceived the opportunity to make this work, which general objective is to identify the main factors taken into account by a videogame buyer when evaluating the purchase of a new game. The bibliographic review of this research includes mainly the works of Kotler and Keller (2012) on the marketing field, covering the aspects of consumer’s behavior and buying motivation, and the works of Zackariasson and Wilson (2012) on the gaming industry field. Regarding the methodology, the research is descriptive and exploratory, with a quantitative approach, analyzing data retrieved with a survey applied to 127 game buyers online. The main factors detected to cause the biggest influence on the buyers’ decision were the availability of the game to be purchased via download, the game genre and the positive reviews about the product.