“Round 1”. Descobrimento do perfil e relevância dos atributos de videogames de nona geração.

Authors

DOI:

https://doi.org/10.29149/mtr.v8i2.7397

Keywords:

videogames, atributos, gamer, jogos, genero

Abstract

Objetivo: Descobrir quais atributos são considerados importantes em um videogame de nona geração e qual a relevância destes para o consumidor português. Além disso, levantar o perfil sociodemográfico do gamer e verificar as diferenças de preferencias entre os atributos por gênero.

 

Método: Realizou-se uma survey, com o uso de questionário em escala likert distribuídos nos principais grupos gamers do Facebook, obtendo 394 respondentes. O ranqueamento utilizou a técnica de Top Two Box e para verificar as diferenças entre as variáveis sociodemográficas foi utilizado o teste não paramétrico de Wilcoxon-Mann-Whitney.

 

Originalidade/Relevância: Há uma lacuna considerável de conhecimento no assunto, a situação se agrava em termos mercadológicos, pois a maioria dos trabalhos são relacionado a Saúde e Educação.

 

Resultados: Foi mapeado o perfil gamer português e 39 atributos. Além disso, suas relevâncias para o consumidor português foram ranqueadas, bem como verificadas diferenças significativas nas notas por gênero.

 

Contribuições teóricas/metodológicas: Entender os atributos de um produto bem como o perfil de um consumidor é de suma importância não somente para os participantes dessa indústria, mas também como base para futuros estudos acadêmicos no tema. 

References

° PESQUISA Global de Entretenimento e Mídia 2018-2022. PWC, 2018. Disponível em: https://www.pwc.com.br/pt/outlook-18.html. Acesso em: 09 nov. 2020

A REGIONAL breakdown of the $99.6 bn. global games market. Newzoo, 2016. Estados Unidos, 6 jul. 2018. Disponível em: https://newzoo.com/insights/infographics/brazil-games-market-2018/. Acesso em: 09 nov. 2020.

Aaker, D. A.; Kumar, V.; Day, G. S. Pesquisa de marketing. São Paulo: Atlas, 2004.

Ahuvia, A. (2005). Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives. Journal of Consumer Research, 32, 171-184.

Alpert, M.I. Identification of determinant attributes: a comparison of methods. Journal of Marketing Research, v. 8, p. 184-91. 1971.

Anggraeni, A. Effects of brand love, personality and image on word of mouth: The case of local fashion brands among young consumers. Procedia—Social and Behavioral Sciences. v. 211, p. 442–447. 2015.

Arruda Filho, E. J. M.; Gammarano, I.J. For every game over there is a play again: Analysis of user preferences regarding 7th- and 8th-generation video games consoles, The Journal of High Technology Management Research, v. 29, Issue 1, 2018.

Arsenault, D.; Côté P-M.; Larochelle A.; Lebel, S. Graphical technologies, innovation and aesthetics in the video game industry. Journal – Peer Reviewed. Issue 02. 2013.

Asadi, A. Key disappointing factors of video game sequels in the eighth-generation era. Digital Games Research Conference. 2017.

Babbie, E. (2001) The Practice of Social Research. 9th Edition, Wadsworth Thomson, Belmont.

Bernués, A.;Olaizola, A.;Corcoran, K.; Extrinsic attributes of red meat as indicators of quality in Europe: An application for market segmentation. Food Quality and Preference. v14. p. 265-276. 2003.

Bhattacherjee, Anol, "Social Science Research: Principles, Methods, and Practices" (2012). Textbooks Collection. Book 3

Burger-Helmchen, T.; Cohendet P. User Communities And Social Software In The Video Game Industry. Long Range Planning, V.44, N.5-6, P. 317-343. 2011.

Chang, T.-Z.;Wildt, A. R. Price. Product Information, and Purchase Intention: An Empirical Study. Journal of the Academy of Marketing Science. v. 22(1), p.16–27. 1994.

Chaudhuri, A; Holbrook, M. B. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, v. 65.2: p.81-93. 2001.

Da Cruz, J.; J. Benjamim.; Baumgarten, M.Z..; Pereira, M.F. As melhores práticas de estratégia: o caso da Nintendo Co. Revista Fae, v. 11, n. 2, p. 1-14. 2008.

DA PIRATARIA ao bilionário mercado brasileiro de videogames. PEGN, 2017. Brasil, 13 out. 2017. Disponível em: https://revistapegn.globo.com/Tecnologia/noticia/2017/10/da-pirataria-ao-bilionario-mercado-brasileiro-de-videogames.html. Acesso em: 10 nov. 2020.

Da Silva, G. A.; Nogueira, P. A. ; Rodrigues, R. Multimodal vs. unimodal biofeedback in videogames: An empirical player study using a First-Person Shooter. 9th Iberian Conference on Information Systems and Technologies (CISTI). Barcelona. p. 1-6. 2014.

De Groot A., Van Naerssen R. (1969). Studietoetsen: Construeren, afnemen, analyseren [Educational testing: Construction, administration, analysis]. The Hague, Netherlands: Mouton. [Google Scholar]

Dhargalkar, K., Shinde, K.; Arora, Y. A universal new product development and upgradation framework. Journal of Innovation and Entrepreneurship. v.5, p. 27. 2016.

Dillon, W.R., Madden, T.J. & Firtle, N.H. Essentials of marketing research. New York: McGraw-Hill, 1993.

Em 2020, os videogames ajudaram milhões de pessoas a suportarem a quarentena - Jornal O Globo. Alexandre Maron, 28/12/2020 o globo.

Eres, B.; Mcmurrian, R.; Matulich, E.; Budd, N.R. Sega Corporation: The dream and the plan to rise above. Journal of Business Cases and Applications, v. 11. 2014

Espejel, J; Fandos H.C; Flavian, C. The role of intrinsic and extrinsic quality attributes on consumer behaviour for traditional food products. Managing Service Quality. v.17. p. 681-701. 2007.

Fournier, S. Meaning-Based Framework for the Study of Consumer-Object Relations. Advances in Consumer Research, v. 18. p. 736-742. 1991.

Gallangher, S.; Park, S.H. Innovation and competition in standard-based industries: A historical analysis of the U.S. home video game market. Engineering Management, IEEE Transactions. v. 49. p. 67 - 82. 2002.

Gallangher, S.; Park, S.H. Scoring video games' standard contributions. IEEE Potentials, v. 22, no. 2, p. 4-14, 2003.

Gammarano, I.J.L. Segunda chance só no videogame: competição mercadológica e valores envolvidos no processo de consumo de videogames. Revista Contribuciones a la Economía, 2018.

Gammarano, I.J.L; Arruda Filho, E. J. M. Quando você é o controle!: um estudo sobre o comportamento de consumo dos usuários do kinect. CODS-Coloquio Organizações, Desenvolvimento e Sustentabilidade. v. 4, n. 1, p. 66-80, 2014.

García, José Alberto Castañeda; Galindo, Andrea Del Valle; Suárez, Rocío Martínez. The effect of online and offline experiential marketing on brand equity in the hotel sector. Spanish Journal of Marketing. v. 22 Issue: 1, p. 22-41. 2018.

Gough, Christina. Breakdown of U.S. computer and video game sales from 2009 to 2017. Statista, 2019. Estados Unidos, 24 jul. 2020. Disponível em: https://www.statista.com/statistics/190225/digital-and-physical-game-sales-in-the-us-since-2009. Acesso em: 13 out. 2020.

Grant, R.M. Cases to Accompany Contemporary Strategy Analysis. Chichester, United Kingdom. John Wiley and Sons Ltd. Ed 7. 2010.

Griffiths, M. ., Davies, M. N. ., & Chappell, D. (2004). Online computer gaming: a comparison of adolescent and adult gamers. Journal of Adolescence, 27(1), 87–96. doi:10.1016/j.adolescence.2003.10.007

Grönroos, C. A Service Quality Model and its Marketing Implications. European Journal of Marketing. v.18(4), p. 36–44.1984.

Guins, Raiford. Video and Computer Games. Oxford Bibliographies, 2016. Estados Unidos, 06 may. 2016. Disponível em: https://www.oxfordbibliographies.com/view/document/obo-9780199791286/obo-9780199791286-0063.xml. Acesso em: 15 jul. 2020.

Guttenbrunner, M.; Christoph B.; Andreas R. Keeping the game alive: Evaluating strategies for the preservation of console video games. International Journal of Digital Curation, v.5, n.1, p. 64-90. 2010.

Hair, J. F.; Black, W.; Barry J. B. Análise multivariada de dados. 6. ed. Porto Alegre. Bookman, 2009

Heinzman, A. Console vs. PC: How Should You Spend the Next Generation of Gaming? Reviewgeek, 2020. Estados Unidos, 08 out. 2020. Disponível em: https://www.reviewgeek.com/55788/console-vs-pc-how-should-you-spend-the-next-generation-of-gaming/. Acesso em: 15 nov. 2020.

Higuchi, M.M. Digital Games Platforms: a literature review, na empirical assessment of quality and exclusivity in video-game. Market and a study on Project management. São Paulo, 2018.

Jacoby, J; Olson, J.C.; Haddock, Rafael. Price, brand bame, and product composition characteristics as determinants of perceived quality. Journal of Applied Psychology. v. 55(6), p. 570-579. 1971.

Kinnear, T.C.; Taylor, J.R. Marketing research: an applied approach. 5th ed. New York: McGraw-Hill, 1996.

Kotler, P. Marketing Management: The Millennium Edition. Person Prentice Hall, Upper Saddle River. 2000.

Lagerkvist, C. J. (2013). Consumer preferences for food labelling attributes: Comparing direct ranking and best–worst scaling for measurement of attribute importance, preference intensity and attribute dominance. Food Quality and Preference, 29(2), 77–88. doi:10.1016/j.foodqual.2013.02.005

Landsman, V.; Stremersch, S. Multihoming in two-sided markets: An empirical inquiry in the video game console industry. Journal of Marketing, v. 75, n. 6, p. 39-54. 2011.

Liu, H. Dynamics of Pricing in the Video Game Console Market: Skimming or Penetration? Journal of Marketing Research. v.47, p. 428–443. 2010.

Lovelock, C.; Wirtz, J; Hemzo; M.A. Marketing de serviços: pessoas tecnologia e estratégia. 7 ed. São Paulo: Pearson Prentice Hall, 2011.

Malhotra, N. K. Pesquisa de marketing: uma orientação aplicada. 3 .ed. Porto Alegre: Bookman, 2001.

Marchand, A.; Hennig-Thurau, T. Value Creation in the Videogame Industry: Industry Economics, Consumer Benefits, and Research Opportunities. Journal of Interactive Marketing. v.27(3), p.141–157. 2013.

Martins, S; Monteiro, J; Caldeira D.; Oliveira L.R. Games and learning – a bibliometric analysis of the scientific production, ICERI2015 Proceedings. p. 1909-1916. 2015.

Mattar, F. N. Pesquisa de marketing. 3.ed. São Paulo: Atlas, 2001.

Mingoti, S. A. Análise de dados através de métodos de estatística multivariada: uma abordagem aplicada. Belo Horizonte: Ed. UFMG, p.295, 2005.

Mokhlis, S.; Yaakop, A. Consumer Choice Criteria in Mobile Phone Selection: An Investigation of Malaysian University Students. International Review of Social Sciences and Humanities. v2, p.203-212. 2012.

Molly Eckman and Janet Wagner (1994) ,"Judging the Attractiveness of Product Design: the Effect of Visual Attributes and Consumer Characteristics", in NA - Advances in Consumer Research Volume 21, eds. Chris T. Allen and Deborah Roedder John, Provo, UT : Association for Consumer Research, Pages: 560-564.

Myers, H.; Allan, D. The Nature of Product-Related Attributes. Research in Marketing, v. 5. Greenwich, CT: JAI Press, Inc., 211-36. 1981

Nascimento, A; A microeconomic analysis of the competition in the home console videogame industry. Tese de Doutorado. Massachusetts Institute of Technology. 2013.

"NINTENDO Switch. Nintendo, 2020a. Disponível em: https://www.nintendo.com/pt_BR/switch/system. Acesso em: 08 out. 2020."

Okazaki, S; Mendez, F. Exploring convenience in mobile commerce: Moderating effects of gender. Computers in Human Behavior. v. 29(3), p. 1234–1242. 2013.

Oliver, L. R. (1997). Satisfaction a behavioral perspective on the consumer, The McGraw-Hill Companies, Inc. New York

Oliver, R. L. Whence Consumer Loyalty? Journal of Marketing. v. 63(4_suppl1), p. 33–44.1999.

Olson; Reynolds T.J. Understanding Consumers Cognitive Structures: Implications for Advertising Strategy. Advertising and Consumer Psychology, L. Percy and A. Woodside, eds. Lexington, MA: Lexington Books.1983.

Oude Ophuis, P.; Van Trijp, H.C.M., Perceived quality: a market driven and consumer oriented approach, Food Quality and Preference, v. 6, n.3, p. 177-83. 1995.

Punchoojit L, Hongwarittorrn N. Usability studies on mobile user interface design patterns: a systematic literature review. Adv Hum Comput Interact. 2017. https:// doi. org/ 10. 1155/ 2017/ 67875 04.

A Proposal of Advanced Widgets Learning Topic for Interactive Application in Android Programming Learning Assistance System | Request PDF. Available from: https://www.researchgate.net/publication/350430740_A_Proposal_of_Advanced_Widgets_Learning_Topic_for_Interactive_Application_in_Android_Programming_Learning_Assistance_System [accessed Apr 11 2021].

Redmond, Wash. Microsoft Store announces new approach to retail. Microsoft News Center, 2020. Disponível em: https://news.microsoft.com/2020/06/26/microsoft-store-announces-new-approach-to-retail. Acesso em: 18 out. 2020.

Rocha, A.; Brantes, J.; Ferreira, Jorge. Administração de Marketing: Conceitos, Estratégias e Aplicações. Atlas Humanas Didático. 2012.

Roussel-Tarbouriech, G.; Menard, N.; True, Tyler. Methodically Defeating Nintendo Switch Security. 2019.

Sadik-Rozsnyai, O., & Bertrandias, L. (2019). New technological attributes and willingness to pay: the role of social innovativeness. European Journal of Marketing. doi:10.1108/ejm-12-2016-0834

Sheff, D. Game Over: How Nintendo Zapped an American Industry, Captured Your Dollars, and Enslaved Your Children. New York: Random House, 1993.

Sheskin, D.J. (2000), Procedimentos Estatísticos Paramétricos e Não Paramétricos, Chapman e Hall/CRC, Boca Raton, FL.

Sheth, J.; Newman, B.; Gross, B. Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research. v.22. p. 159-170.1991.

Solomon, Michael R. O comportamento do consumidor: comprando, possuindo e sendo. 5ª. ed. Porto Alegre: Bookman, 2002.

Spencer, Phil. Xbox Series S and Xbox Series X Launch November 10. Xbox Wire, 2020. Estados Unidos, 9 set. 2020 Disponível em: https://news.xbox.com/en-us/2020/09/09/xbox-series-x-and-xbox-series-s-launching-november-10. Acesso em: 10 out. 2020

Tassi, Paul. Just How Badly Did The PS4 And Switch Outsell The Xbox One This Generation? Forbes, 2020. Estados Unidos, 5 mai. 2020. Disponível em: https://www.forbes.com/sites/paultassi/2020/05/05/just-how-badly-did-the-ps4-and-switch-outsell-the-xbox-one-this-generation/?sh=158226db5b0c. Acesso em: 18 out. 2020

Tomaselli, F.C. Fatores críticos para o sucesso no mercado de videogames domésticos: os casos Sony e Microsoft na batalha pelo domínio da sala de estar. Dissertação (Mestrado). FGV. São Paulo. 2007.

Tomohiro H. A fantasy based on reality the art of Final Fantasy XV. In ACM SIGGRAPH 2017 Talks (SIGGRAPH 17). Association for Computing Machinery, New York, NY, USA, Article 4, p.1–2. 2017. https://doi.org/10.1145/3134472.3134498

van Doorn, J., Verhoef, P.C. & Bijmolt, T.H.A. The importance of non-linear relationships between attitude and behaviour in policy research. J Consum Policy 30, 75–90 (2007). https://doi.org/10.1007/s10603-007-9028-3

Van Rooij, A. J.; Daneels, R.; Liu, S.; Anrijs, S; Van Looy, J. Childrens Motives to Start, Continue, and Stop Playing Videogames: Confronting Popular Theories with Real-World Observations. Current Addiction Reports. v. 4(3). p. 323–332. 2017.

Venkatesh, V., Thong, J., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157-178. doi:10.2307/41410412

Wang, X., & Goh, D. H. (2017). Video Game Acceptance: A Meta-Analysis of the Extended Technology Acceptance Model. Cyberpsychology, behavior and social networking, 20(11), 662–671. https://doi.org/10.1089/cyber.2017.0086

Wood, R. T. A., Griffiths, M. D., Chappell, D., & Davies, M. N. O. (2004). The Structural Characteristics of Video Games: A Psycho-Structural Analysis. CyberPsychology & Behavior, 7(1), 1–10. https://doi.org/10.1089/109493104322820057

Yen Y. Can perceived risks affect the relationship of switching costs and customer loyalty in e-commerce? Internet Research. v.20(2), p. 210-224. 2010.

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302

Published

2022-12-30

How to Cite

Amaral, M., & Oriol, E. de C. . (2022). “Round 1”. Descobrimento do perfil e relevância dos atributos de videogames de nona geração. Marketing & Tourism Review, 8(2). https://doi.org/10.29149/mtr.v8i2.7397