TY - JOUR AU - Serafim, Monalisa da Costa AU - Gonçalves, Gabriel Freitas AU - de Souza, Dayvisson Emanoel Silva AU - dos Santos, Ítalo Anderson Taumaturgo PY - 2022/01/01 Y2 - 2024/03/29 TI - Main factors that influence the purchase intention of virtual goods in free games JF - Future Studies Research Journal: Trends and Strategies JA - FSRJ VL - 14 IS - 1 SE - Artigos / Articles DO - 10.24023/FutureJournal/2175-5825/2022.v14i1.582 UR - https://revistafuture.org/FSRJ/article/view/582 SP - e0582 AB - <p><strong>Objective</strong>: To identify the factors that influence the intention to purchase virtual goods in free games.</p><p><strong>Methodology:</strong> Quantitative research that used a model with nine dimensions to understand the buying behavior in free games, using structural equation modeling to check its suitability.</p><p><strong>Originality/value: </strong>This research investigated the mediating role of attitude in the purchase behavior of virtual items and tested its application in the Brazilian context.</p><p><strong>Findings</strong>: The results indicated the attitude and perceived value as the main influencers of the purchase intention. The attitude played a mediating role between the model variables and the purchase intention, with the subjective norm constructs and perception of fairness as its main predictors.</p><p><strong>Limitations</strong>: Use of only functional aspects that influence the purchase intention and little female representation in the sample.</p><p><strong>Contributions/Implications</strong>: This study contributes in a practical way by identifying the factors of greatest influence in the intention to purchase virtual goods and offers a model that helps in studies that seek to understand the buying behavior of players.</p> ER -