Main factors that influence the purchase intention of virtual goods in free games




Virtual items, Consumption, Consumer behaviour


Objective: To identify the factors that influence the intention to purchase virtual goods in free games.

Methodology: Quantitative research that used a model with nine dimensions to understand the buying behavior in free games, using structural equation modeling to check its suitability.

Originality/value: This research investigated the mediating role of attitude in the purchase behavior of virtual items and tested its application in the Brazilian context.

Findings: The results indicated the attitude and perceived value as the main influencers of the purchase intention. The attitude played a mediating role between the model variables and the purchase intention, with the subjective norm constructs and perception of fairness as its main predictors.

Limitations: Use of only functional aspects that influence the purchase intention and little female representation in the sample.

Contributions/Implications: This study contributes in a practical way by identifying the factors of greatest influence in the intention to purchase virtual goods and offers a model that helps in studies that seek to understand the buying behavior of players.


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Author Biographies

Monalisa da Costa Serafim, Universidade Federal da Paraíba - UFPB, Paraíba, (Brasil). 

Doutoranda em Administração pela Universidade Federal da Paraíba - UFPB, Paraíba, (Brasil). Bolsista de doutorado da Universidade Federal da Paraíba.

Gabriel Freitas Gonçalves, Universidade Federal da Paraíba - UFPB, Paraíba, (Brasil). 

Mestre em Administração pela Universidade Federal da Paraíba - UFPB, Paraíba, (Brasil). Docente no Serviço Nacional de Aprendizagem Industrial - Senai, na unidade Albano Franco em Campina Grande-PB.

Dayvisson Emanoel Silva de Souza, Universidade Federal da Paraíba - UFPB, Paraíba, (Brasil). 

Mestre em Administração pela Universidade Federal da Paraíba - UFPB, Paraíba, (Brasil). 

Ítalo Anderson Taumaturgo dos Santos, Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo - FEA/USP, São Paulo (Brasil).

Doutorando em Administração na Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo - FEA/USP, São Paulo, (Brasil). Professor assistente do Curso de Logística da Universidade de Pernambuco - UPE.


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How to Cite

Serafim, M. da C., Gonçalves, G. F., de Souza, D. E. S., & dos Santos, Ítalo A. T. (2022). Main factors that influence the purchase intention of virtual goods in free games. Future Studies Research Journal: Trends and Strategies, 14(1), e0582.



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