9th Generation of Videogames and the dimensions that impact their acquisition. How values, risk and switching cost influence the purchase

Abstract

Playing video games is just fun at first, but this market moves almost 2 trillion dollars a year. However, despite the numbers, there are not many academic studies about this market. In this way, this research intends to expand a little this knowledge, particularly about the influences on the purchase intention of a new video game. There are several theories about the factors that influence it directly or indirectly, in which an adapted model based on the Theory of Consumption Values was used for this study. To adapt the scale, a scan was carried out on the generations of video games, market and particularities of this product, followed by a survey answered by 403 players and analyzed using SEM-PLS. The results showed that utilitarian and hedonic values, as well as switching cost and perceived risk considerably influence purchase intention.