Estímulos visuais de loja virtual e seu impacto no comportamento de compra de microtransações digitais em jogos eletrônicos

Abstract

This dissertation aims to understand the effect of the color of the store environment on the intention to purchase microtransactions in video games. The emphasis was given to understanding how the effect of colors (i.e. blue and red) on purchase intention occurs when the relationship is mediated by the individual's degree of arousal and conditioned to the values of the degree of involvement. The theoretical model used is inspired by the stimulus-organism-response paradigm (MEHRABIAN; RUSSELL, 1974) and the work of Bagchi and Cheema (2013), Puccinelli et al. (2013), Roschk, Loureiro and Breitsohl (2017) and Hsieh et al. (2018). The results of the quasiexperiment indicate that reddish colors induce a higher degree of excitement compared to bluish colors, but the impact on behavioral intent is indirectly proportional to the store environmental stimulus tone. In addition, there is the conditional effect of consumer involvement, as low-involvement gamers are more susceptible to persuasive influences of store environment color than high-involvement gamers