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O Impacto No Engagement E No Comportamento Futuro

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O Impacto No Engagement E No Comportamento Futuro AS DIMENSÕES DA ATITUDE E DA EXPERIÊNCIA DO UTILIZADOR FACE À PUBLICIDADE NOS JOGOS ONLINE: O IMPACTO NO ENGAGEMENT E NO COMPORTAMENTO FUTURO Eduardo Correia Leite Dissertação de Mestrado Mestrado em Marketing Digital Versão final (Esta versão contém as críticas e sugestões dos elementos do júri) 1 Dezembro – 2018 AS DIMENSÕES DA ATITUDE E DA EXPERIÊNCIA DO UTILIZADOR FACE À PUBLICIDADE NOS JOGOS ONLINE: O IMPACTO NO ENGAGEMENT E NO COMPORTAMENTO FUTURO Eduardo Correia Leite Dissertação de Mestrado apresentado ao Instituto de Contabilidade e Administração do Porto para a obtenção do grau de Mestre em Marketing Digital, sob orientação da Professora Doutora Ana Torres ii Nota prévia: Esta dissertação segue a ortografia anterior ao novo acordo ortográfico. iii Resumo Tem-se assistido nos últimos anos a um crescimento considerável do investimento das empresas na área do Marketing Digital, sendo que uma das preocupações dos profissionais da área seja a busca constante de novas estratégias e tácticas para comunicar e interagir com os consumidores. Desta forma, um dos mercados com maior evolução e de maiores dimensões é o dos vídeosjogos. Logo, tem-se assistido cada vez mais a elevadas horas de jogos despendidas pelos utilizadores, aliado ao rápido desenvolvimento das tecnologias de informação e comunicação, evidenciam os jogos de vídeo online como uma emergente ferramenta de comunicação e de interação directa com o consumidor que se poderão traduzir na captação de novos clientes e no aumento da notoriedade da marca. Resultante disso, o presente trabalho tem como objectivo avaliar quais os determinantes da atitude e do comportamento esperado pelos utilizadores de vídeosjogos online face à exposição da publicidade nos jogos e avaliar qual o impacto no engagement. Nesse sentido, este estudo pretende perceber de que forma o comportamento futuro do utilizador é afectado pelo engagement. No total foram obtidas 103 respostas válidas através da aplicação de um questionário on-line, que permitiram testar o modelo conceptual proposto, utilizando a análise factorial e a análise de regressão, para examinar o conjunto de relações entre as dimensões do In Game Avertising Experience, e o engagement e, como este influência o comportamento futuro do utilizadores. Os resultados da regressão linear confirmam parte das hipóteses testadas: As dimensões do In Game Avertising Experience, mais especificamente, o Entretenimento e a Eficácia revelaram ter um efeito positivo no Engagement e, o Conteúdo, Disrupção e Irritação não são estatisticamente significativas, para poder explicar o Engagement. Por fim, o Engagement demonstrou ter um impacto positivo significativo no comportamento futuro dos utilizadores, isto é, a intenção futura de jogar e recomendar os videojogos online. No final são discutidas as conclusões, apresentados os contributos para a gestão, as limitações do estudo e sugestões para futuras investigações. Palavras-chave: engagement, publicidade, jogos online, comportamento consumidor iv Abstract n recent years, there has been a considerable increase in the investment of companies in the area of Digital Marketing, and one of the concerns of professionals in the field is the constant search for new strategies and tactics to communicate and interact with consumers. In this way, one of the markets with bigger evolution and of greater dimensions is the one of the video games. As a result, more and more hours of games played by users, together with the rapid development of information and communication technologies, have made online video games an emerging direct communication and interaction tool with the consumer. may result in attracting new customers and increasing brand awareness. As a result, the present work aims at evaluating the determinants of attitude and behavior expected by users of online video games vis-à-vis advertising exposure in games and assessing the impact on engagement. In this sense, this study intends to perceive how the future behavior of the user is affected by the engagement. In total, 103 valid answers were obtained through the application of an online questionnaire, which allowed to test the proposed conceptual model, using factorial analysis and regression analysis, to examine the set of relationships between the dimensions of the In Game Avertising Experience, and engagement and, as this influence the future behavior of users. The results of linear regression confirm part of the hypotheses tested: The dimensions of the In Game Avertising Experience, more specifically, Entertainment and Effectiveness, have been shown to have a positive effect on Engagement, and Content, Disruption and Irritation are not statistically significant, to explain the Engagement. Finally, Engagement has shown to have a significant positive impact on users' future behavior, that is, future intention to play and recommend online video games. At the end the conclusions are discussed, the contributions to the management, the limitations of the study and suggestions for future investigations are presented. Key words: engagement, advertising, online games, consumer behaviour. v Dedicatória Dedico esta dissertação à minha mãe, pelo apoio e motivação que sempre me transmitiu. vi Agradecimentos O presente trabalho é o culminar de mais uma importante etapa do meu percurso académico, agradeço às pessoas que ao longo deste trajecto sempre me apoiaram e o tornaram possível. Professora Doutora Ana Torres pelo seu tempo e confiança transmitida. Aos meus colegas de turma pela experiência vivida. A todos os professores que tive a oportunidade de conhecer ao longo do mestrado. Aos meus amigos que me motivaram e estiveram sempre ao meu lado nos bons e nos maus momentos. vii Lista de Abreviaturas CF – Comportamento futuro IGAE – In game advertising experience ENG – Engagement ENT – Entretenimento EFI – Eficácia CON – Conteúdo DIR – Disrupção IRR - Irritação viii Índice geral Resumo ..........................................................................................................................................iv Abstract ......................................................................................................................................... v Dedicatória ....................................................................................................................................vi Agradecimentos ............................................................................................................................ vii Lista de Abreviaturas .................................................................................................................. viii Índice geral .................................................................................................................................... ix Índice de tabelas ........................................................................................................................... xii Capítulo I – Introdução ................................................................................................................. 1 1.1 Problemática e relevância da investigação .......................................................................... 3 1.2 Objetivos do estudo ............................................................................................................. 4 1.3 Estrutura da investigação .................................................................................................... 5 Capítulo II – Revisão da Literatura ............................................................................................... 6 2.1 Perfil do jogador de jogos online ........................................................................................ 7 2.1.1 Motivações ................................................................................................................... 8 2.2 Videojogos e publicidade .................................................................................................. 10 2.2.1 Novas Gerações, Tecnologias e Videojogos .............................................................. 11 2.2.2 Géneros de Videojogos .............................................................................................. 13 2.2.3 Advergames ................................................................................................................ 15 2.2.4 Tipologia de Publicidade nos Videojogos .................................................................. 18 2.2.4.1. In-game advertising ............................................................................................ 18 2.2.4.2. Product placement .............................................................................................. 21 2.3 Dimensões da publicidade – “In Game Advertising Experience” ..................................... 22 2.4 Engagement ....................................................................................................................... 27 2.5 Comportamento futuro do utilizador ................................................................................. 31 Capítulo III – Metodologia de Investigação ................................................................................ 33 3.1 Metodologia ...................................................................................................................... 34 3.2 Quadro conceptual............................................................................................................. 34 3.2.2 Modelo conceptual de investigação ..........................................................................
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