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| 2.27 MB | Adobe PDF |
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Abstract(s)
Tem-se assistido nos últimos anos a um crescimento considerável do investimento das empresas na área do Marketing Digital, sendo que uma das preocupações dos profissionais da área seja a busca constante de novas estratégias e tácticas para comunicar e interagir com os consumidores. Desta forma, um dos mercados com maior evolução e de maiores dimensões é o dos vídeosjogos. Logo, tem-se assistido cada vez mais a elevadas horas de jogos despendidas pelos utilizadores, aliado ao rápido desenvolvimento das tecnologias de informação e comunicação, evidenciam os jogos de vídeo online como uma emergente ferramenta de comunicação e de interação directa com o consumidor que se poderão traduzir na captação de novos clientes e no aumento da notoriedade da marca. Resultante disso, o presente trabalho tem como objectivo avaliar quais os determinantes da atitude e do comportamento esperado pelos utilizadores de vídeosjogos online face à exposição da publicidade nos jogos e avaliar qual o impacto no engagement. Nesse sentido, este estudo pretende perceber de que forma o comportamento futuro do utilizador é afectado pelo engagement. No total foram obtidas 103 respostas válidas através da aplicação de um questionário on-line, que permitiram testar o modelo conceptual proposto, utilizando a análise factorial e a análise de regressão, para examinar o conjunto de relações entre as dimensões do In Game Avertising Experience, e o engagement e, como este influência o comportamento futuro do utilizadores. Os resultados da regressão linear confirmam parte das hipóteses testadas: As dimensões do In Game Avertising Experience, mais especificamente, o Entretenimento e a Eficácia revelaram ter um efeito positivo no Engagement e, o Conteúdo, Disrupção e Irritação não são estatisticamente significativas, para poder explicar o Engagement. Por fim, o Engagement demonstrou ter um impacto positivo significativo no comportamento futuro dos utilizadores, isto é, a intenção futura de jogar e recomendar os videojogos online. No final são discutidas as conclusões, apresentados os contributos para a gestão, as limitações do estudo e sugestões para futuras investigações.
n recent years, there has been a considerable increase in the investment of companies in the area of Digital Marketing, and one of the concerns of professionals in the field is the constant search for new strategies and tactics to communicate and interact with consumers. In this way, one of the markets with bigger evolution and of greater dimensions is the one of the video games. As a result, more and more hours of games played by users, together with the rapid development of information and communication technologies, have made online video games an emerging direct communication and interaction tool with the consumer. may result in attracting new customers and increasing brand awareness. As a result, the present work aims at evaluating the determinants of attitude and behavior expected by users of online video games vis-à-vis advertising exposure in games and assessing the impact on engagement. In this sense, this study intends to perceive how the future behavior of the user is affected by the engagement. In total, 103 valid answers were obtained through the application of an online questionnaire, which allowed to test the proposed conceptual model, using factorial analysis and regression analysis, to examine the set of relationships between the dimensions of the In Game Avertising Experience, and engagement and, as this influence the future behavior of users. The results of linear regression confirm part of the hypotheses tested: The dimensions of the In Game Avertising Experience, more specifically, Entertainment and Effectiveness, have been shown to have a positive effect on Engagement, and Content, Disruption and Irritation are not statistically significant, to explain the Engagement. Finally, Engagement has shown to have a significant positive impact on users' future behavior, that is, future intention to play and recommend online video games. At the end the conclusions are discussed, the contributions to the management, the limitations of the study and suggestions for future investigations are presented.
n recent years, there has been a considerable increase in the investment of companies in the area of Digital Marketing, and one of the concerns of professionals in the field is the constant search for new strategies and tactics to communicate and interact with consumers. In this way, one of the markets with bigger evolution and of greater dimensions is the one of the video games. As a result, more and more hours of games played by users, together with the rapid development of information and communication technologies, have made online video games an emerging direct communication and interaction tool with the consumer. may result in attracting new customers and increasing brand awareness. As a result, the present work aims at evaluating the determinants of attitude and behavior expected by users of online video games vis-à-vis advertising exposure in games and assessing the impact on engagement. In this sense, this study intends to perceive how the future behavior of the user is affected by the engagement. In total, 103 valid answers were obtained through the application of an online questionnaire, which allowed to test the proposed conceptual model, using factorial analysis and regression analysis, to examine the set of relationships between the dimensions of the In Game Avertising Experience, and engagement and, as this influence the future behavior of users. The results of linear regression confirm part of the hypotheses tested: The dimensions of the In Game Avertising Experience, more specifically, Entertainment and Effectiveness, have been shown to have a positive effect on Engagement, and Content, Disruption and Irritation are not statistically significant, to explain the Engagement. Finally, Engagement has shown to have a significant positive impact on users' future behavior, that is, future intention to play and recommend online video games. At the end the conclusions are discussed, the contributions to the management, the limitations of the study and suggestions for future investigations are presented.
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Versão final (Esta versão contém as críticas e sugestões dos elementos do júri)
Keywords
Engagement Publicidade Jogos online Comportamento consumidor Online games Consumer behaviour Engagement Advertising