Consumer behavior of electronic games' players: a study on the intentions to play and to pay

  • Lucas Lopes Ferreira de Souza Universidade Estadual do Ceará
  • Ana Augusta Ferreira de Freitas Universidade Estadual do Ceará
Keywords: Electronic games market, Intention to play, Intention to pay, Structural equations modeling


The electronic games market is one of the most profitable in the leisure segment, having surpassed the film industry. In terms of profitability, it is ranked as eleventh in the world and first in Latin America. Despite its relevance, there is little information about the reasons that lead consumers to play. This paper examined which attributes of the games influence consumers to play and pay for them. The methodology was a field research survey conducted with 600 electronic games' players, and structural equation modeling was used to test the model. The results indicate that the constructs challenge, diversion, fun, fantasy and social interaction influence the intention to play and pay for games, while the construct competition has a negative effect on the intention to play. No significant causalities were found, regarding the constructs time flexibility and arousal, on the intention to play. Furthermore, we also observed that motivations that had the highest impact were fun, challenge and fantasy, attributes that should be considered by game developers and industry.


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How to Cite
Souza, L., & Freitas, A. (2017). Consumer behavior of electronic games’ players: a study on the intentions to play and to pay. Revista De Administração, 52(4), 419-430.