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    Por favor, use este identificador para citar o enlazar este ítem:http://uvadoc.uva.es/handle/10324/39052

    Título
    What kind of video gamer are you?
    Autor
    Camarero Izquierdo, María CarmenAutoridad UVA Orcid
    San José Cabezudo, RebecaAutoridad UVA
    Jiménez Torres, Nadia
    San Martín Gutíerrez, Sonia
    Año del Documento
    2019
    Editorial
    Emerald
    Fondo europeo de desarrollo regional
    Descripción
    Producción Científica
    Documento Fuente
    Journal of Consumer Marketing, Enero 2019, vol. 36, n.1, p. 218-227
    Resumo
    Purpose.- This paper attempts to understand the extent to which the effect of motivations on purchase intention varies for diverse segments of video gamers (depending on their personality). Design/Methodology.- Information was collected from 511 Spanish video game consumers. Structural equation modeling, clustering, and multi-group analysis were then conducted to compare results between segments of gamers. Findings.- Results show that hedonic, social and mainly addiction motivations lead to purchase intention of game-related products. Moreover, we identify a typology of gamer that gives rise to differences in motivations-purchase intention links: (1) Analysts include individuals who are essentially conscientious, prefer inventive or cognitive and simulation games and whose behavior is more influenced by hedonic and social motivations to play; (2) Socializers comprise individuals who are mainly extrovert and emotionally stable gamers and who prefer sports and strategy games. The motivations to play that affect their purchase intentions are mainly social; and (3) Sentinels include individuals that are unmindful and introvert, prefer inventive, cognitive, sports and simulation games, and whose social motivations drive their purchase intentions. Originality.- There are 2,200 million video gamers around the world, although it is assumed that this vast market is not homogeneous, which has implications for consumer motivations and purchase intention. However, the currently available classifications that address this challenge are rather limited. In this sense, the present paper provides valuable insights into understanding how personality offers a useful variable to segment consumers in the video game industry and how it moderates the effect of motivations on purchase behavior.
    Materias (normalizadas)
    Consumidores - Conducta
    Videojuegos
    Marketing
    Materias Unesco
    5308.02 Comportamiento del Consumidor
    Palabras Clave
    Videojuegos
    Consumidores
    ISSN
    0736-3761
    Revisión por pares
    SI
    DOI
    10.1108/JCM-06-2017-2249
    Patrocinador
    Ministerio de Economía y Competetitividad (proyecto ECO2017-82107-R)
    Junta de Castilla y León (proyecto VA112P17)
    Version del Editor
    https://www.emerald.com/insight/content/doi/10.1108/JCM-06-2017-2249/full/html
    Propietario de los Derechos
    Emerald
    Idioma
    eng
    URI
    http://uvadoc.uva.es/handle/10324/39052
    Tipo de versión
    info:eu-repo/semantics/submittedVersion
    Derechos
    openAccess
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    Universidad de Valladolid

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