Comportamiento del consumidor de videojuegos: un estudio sobre las intenciones de jugar y pagar

El mercado de videojuegos es uno de los más rentables en el ámbito del ocio, superando el mercado del cine, y figura como el 11° del mundo y el 1° de América Latina en lo que se refiere a la rentabilidad de las empresas. A pesar de esta importancia, hay escasa información sobre las razones que motivan a las personas a jugar. El objetivo en este trabajo es analizar cuáles características de los juegos influyen en el consumidor y lo llevan a jugar y pagar. Se ha llevado a cabo un estudio de campo con aproximadamente 600 usuarios y se ha utilizado como metodología los modelos de ecuaciones estructurales. Los resultados muestran que los constructos desafío, desvío, diversión, fantasía e interacción social influyen en la intención de jugar y pagar, mientras que el constructo competición tiene influencia negativa en la intención de jugar. No se han obtenido causalidades significativas de los constructos flexibilidad del tiempo y excitación en el constructo intención de jugar. Además, se ha observado que las motivaciones que tienen mayor impacto son la diversión, el desafío y la fantasía, características que deben ser observadas por los desarrolladores de juegos y la industria del sector.

Palabras clave:
Mercado de videojuegos; Intención de jugar; Intención de pagar; Modelos de ecuaciones estructurales

Construct	Authors
Time flexibility	^{Wei and Lu (2014)}, ^{Pe-Than et al. (2014)} and ^{Hsiao and Chen (2016)}
Arousal	^{Sherry et al. (2006)}, ^{Engl and Nacke (2013)}, ^{Grizzard et al. (2015)} and ^{Reich and Vorderer (2015)}
Challenge	^{Sherry et al. (2006)}, ^{Shelton (2010)}, ^{Engl and Nacke (2013)}, ^{Jin (2014)}, ^{Pe-Than et al. (2014)}, ^{Caroux et al. (2015)}, ^{Hamari et al. (2016)} and ^{Hung et al. (2015)}
Competition	^{Sherry et al. (2006)} and ^{Cagiltay et al. (2015)}
Diversion	^{Sherry et al. (2006)}, ^{Shelton (2010)}, ^{Jin (2014)} and ^{Osmanovic and Pecchioni (2016)}
Fun	^{Cohen (2014)}, ^{Shelton (2010)}, ^{Jin (2014)}, ^{Wei and Lu (2014)}, ^{Pe-Than et al. (2014)}, ^{Caroux et al. (2015)} and ^{Bowman et al. (2016)}
Fantasy	^{Sherry et al. (2006)}, ^{Shelton (2010)}, ^{Jin (2014)}, ^{Kahn et al. (2015)} and ^{Giammarco et al. (2015)}
Social interaction	^{Sherry et al. (2006)}, ^{Shelton (2010)}, ^{Pe-Than et al. (2014)}, ^{Dalisay et al. (2015)} and ^{McGloin et al. (2016)}

Construct	Variables	Authors
Time flexibility	I can play electronic games anytime	^{Wei and Lu (2014)}
	I can begin and stop playing electronic games at anytime	^{Wei and Lu (2014)}
	I play electronic games to spend time	Own authorship
	I play electronic games when I do not have nothing to do	Own authorship

Arousal	I find that playing electronic games raises my level of adrenaline	^{Sherry et al. (2006)}
	Electronic games keep me on the edge of my seat
	I play electronic games because they stimulate my emotions
	I play electronic games because they excite me

Challenge	I feel proud when I master an aspect of an electronic game.	^{Sherry et al. (2006)}
	I find it very rewarding to get to the next level.	^{Sherry et al. (2006)}
	I find it very rewarding to reach the next level of an electronic game	^{Jin (2014)}
	I enjoy finding new and creative ways to work through an electronic game	^{Jin (2014)}

Competition	I feel proud when I master an aspect of an electronic game	^{Sherry et al. (2006)}
	When I lose to someone, I immediately want to play again in an attempt to beat him/her
	It is important to me to be the fastest and most skilled person playing the electronic game.
	I get upset when I lose to my friends.

Diversion	I play electronic games when I have other things to do.	^{Sherry et al. (2006)}
Diversion	I play electronic games instead of other things I should be doing.	^{Sherry et al. (2006)}

Fun	I play electronic games because it's fun	^{Jin (2014)}
Fun	I play electronic games because it's cool	^{Jin (2014)}

Fantasy	I play electronic games because they let me do things I can't do in real life.	^{Sherry et al. (2006)}
	Electronic games allow me to pretend I am someone/somewhere else.
	I like to do something that I could not normally do in real life through an electronic game.
	I enjoy the excitement of assuming an alter ego in an electronic game.

Social interaction	My friends and I use electronic games as a reason to get together.	^{Sherry et al. (2006)}
	Often, a group of friends and I will spend time playing electronic games.	^{Sherry et al. (2006)}
	I play electronic games to relate to other people	Own authorship

Intention to play	I am willing to play electronic games	^{Wei and Lu (2014)}
	I will give playing mobile electronic games a try
	I can began and stop playing electronic game at any time

Purchase intention	I will recommend to my family and parents items of electronic games	^{Toni and Mazzon (2014)}
	There are a big probability that I waste money in items of electronic games	^{Toni and Mazzon (2014)}
	I intend to buy electronic game items in the future	^{Park and Lee (2011)} and ^{Chou and Kimsuwan (2013)}
	I predict that I will buy electronic game items in the future
	I hope to buy electronic game items soon

Questions	Answers	Total	%
Frequency of use of electronic games	Once or twice a month	89	14.81
	Once or twice a week	87	14.48
	Three times or four times a week	114	18.97
	Once a day	100	16.64
	More than once a day	211	35.11
	Total	601	100.00

Device used to play electronic games	Consoles	188	31.28
	Computers	132	21.96
	Social networks	11	1.83
	Smartphones	160	26.62
	Online games	107	17.80
	Others	3	0.50
	Total	601	100.00

Gender	Male	471	78.37
	Female	130	21.63
	Total	601	100.00

Did you spend money with electronic games in 2014?	Yes	354	59.70
	No	239	40.30
	Total	593	100.00

How much money did you spend with electronic games in 2014?	R$ 2.00 to R$ 90.00	72	20.51
	R$ 100.00 to R$ 250.00	88	25.07
	R$ 252.00 to R$ 500.00	87	24.79
	More than R$ 500.00	104	29.63
	Total	351	100.00

Time range spent on playing	10-50 min	28	4.84
	1 h to 1 h and 50 min	116	20.03
	2 h to 2 h and 50 min	166	28.67
	3 h to 5 h and 50 min	184	31.78
	6 h or more	85	14.68
	Total	579	100.00

Age	Up to 20 years	258	43.07
	21-25 years	226	37.73
	26-30 years	75	12.52
	More than 30 years	40	6.68
	Total	599	100.00

State where you live	Ceará	516	92.47
	São Paulo	31	5.56
	Minas Gerais	11	1.97
	Total	558	100.00

Construct	CR	AVE	MSV	ASV
Fun	0.909	0.833	0.353	0.124
Arousal	0.833	0.564	0.424	0.223
Challenge	0.775	0.466	0.424	0.206
Intention to play	0.906	0.763	0.462	0.253
Competition	0.811	0.522	0.215	0.108
Fantasy	0.906	0.707	0.298	0.167
Social interaction	0.820	0.603	0.294	0.182
Diversion	0.892	0.807	0.154	0.092
Time flexibility	0.737	0.589	0.051	0.017
Intention to pay	0.885	0.720	0.462	0.198

Indices	Values
Qui-square (χ²)	777.168
χ²/degrees of freedom (CMI/DF)	1.968
p	0.000
GFI	0.923
IFI	0.964
TLI	0.957
CFI	0.963
RMSEA	0.040

Dependent variable	Independent variable	Non-standardized factorial loading (b)	Standardized error (ɛ)	Standardized factorial loading (β)	T-test	Hypothesis
Intention to play	Time flexibility	-0.038	0.03	-1.265	0.206	H1 - Denied
Intention to play	Arousal	0.05	0.056	0.887	0.375	H2 - Denied
Intention to play	Challenge	0.446	0.095	4.693	***	H3 - Confirmed
Intention to play	Competition	-0.138	0.062	-2.219	0.026	H4 - Denied
Intention to play	Diversion	0.097	0.033	2.927	0.003	H5 - Confirmed
Intention to play	Fun	0.404	0.061	6.603	***	H6 - Confirmed
Intention to play	Fantasy	0.129	0.031	4.132	***	H7 - Confirmed
Intention to play	Social interaction	0.173	0.047	3.686	***	H8 - Confirmed
Intention to pay	Intention to play	0.76	0.05	15.137	***	H9 - Confirmed

Hypothesis	Relation	Direct effect without mediation	Direct effect with mediation	Indirect effect	Type of mediation
H3	Challenge => Intention to Pay	0.0755	0.3189***	0.1979***	Partial
H4	Competition => Intention to Pay	-0.0055	-0.0399	-0.248	No mediation
H5	Diversion => Intention to Pay	0.0122	0.0924***	0.0574***	Partial
H6	Fun => Intention to Pay	-0.0183	0.4554***	0.2827**	Partial
H7	Fantasy => Intention to Pay	0.1052**	0.1563***	0.0970***	Partial
H8	Social interaction => Intention to Pay	0.2403***	0.1374***	0.0853***	Partial

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Departamento de Administração da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo Avenida Professor Luciano Gualberto, 908, sala F184, 05508-900 São Paulo / SP Brasil, Tel./Fax 55 11 3818-4002 - São Paulo - SP - Brazil
E-mail: rausp@usp.br

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