Fatores influenciadores da intenção de compra de bens virtuais cosméticos em jogos online

Marina Bastos Carvalhais Barroso; Samuel Magalhães Moraes

doi:10.5585/remark.v23i2.23369

Authors

Marina Bastos Carvalhais Barroso Universidade Federal de Minas Gerais – UFMG https://orcid.org/0000-0002-2245-7058
Samuel Magalhães Moraes Universidade Federal de Minas Gerais – UFMG https://orcid.org/0000-0002-1965-7059

DOI:

https://doi.org/10.5585/remark.v23i2.23369

Keywords:

Consumer behavior; Online games; Virtual goods; Theory of planned behavior; Coincidence analysis

Abstract

Objective: This study aims to examine the factors influencing the purchase intention of virtual cosmetic goods, specifically in the context of skins in the online game League of Legends.

Methodology: A total of 492 valid responses were collected through an electronic survey. The data was analyzed using a qualitative approach, Coincidence Analysis (CNA), which enables the identification of causal relationships based on need and sufficiency. The study employed the Theory of Planned Behavior (TPB) model, proposed by Ajzen (1991), as the theoretical framework.

Results: The findings indicate a strong social demand for the purchase of virtual cosmetic goods, highlighting the symbolic and interactive aspects that influence social and consumer relationships within the virtual environment. Consumers who exhibit a positive attitude toward these products are more likely to make a purchase. Conversely, the lack of purchase intention is strongly influenced by negative attitudes and weak subjective norms.

Theoretical and methodological contributions: The results provide support for the TPB, but indicate that attitude, subjective norm, and perceived behavioral control do not necessarily need to interact to explain purchase intent.

Relevance: The contemporary context is characterized by emerging forms of consumption and social interactions that are increasingly characterized by aesthetic and symbolic elements, which thrive and expand in the virtual environment. Thus, it is imperative to evaluate whether commonly used marketing methodologies, such as the TCP, can effectively explain the intention to purchase virtual hedonic goods.

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Author Biographies

Marina Bastos Carvalhais Barroso, Universidade Federal de Minas Gerais – UFMG

Master’s in Business Administration

Samuel Magalhães Moraes, Universidade Federal de Minas Gerais – UFMG

Bachelor's degree in Business Administration

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