Pokémon GO Consumption Experience and Purchase Intention

Abstract

Objective: This work seeks to explore how the use of Pokémon GO game affects the consumers' purchase intention, through responses that originate from this consumption experience.

Method: A mixed method was used to perform two surveys with consumers of the game Pokémon GO, a qualitative one, using semistructured interviews with 15 consumers, and a quantitative one, through a survey with 377 consumers.

Originality/Relevance: The research stands out by exploring the gaming consumer experience, especially in the game's consumer responses and the impact of these responses on players' purchase intention, especially outside of the game.

Results: The results indicate that there are responses from the experience of game consumption, such as nostalgia and identification with the group. There is also the purchase intention in hypothetical cases in which companies or brands associated with the Pokémon GO, providing benefits to players. These results were corroborated with significant relationships between the responses of the use of the game and the purchase intention.

Theorerical/Methodological Contributions: The article raises discussions about consumer experiences and effects of game use on consumers. It also contributes to the literature on the game Pokémon GO in the explanation of how these experiences help in the formatting of the reality of the consumers.

Social/Management Contributions: The article makes it possible to understand the relation of the consumer to the consumption of the game, helping practitioners in the construction of strategies that allow consumers to bring valuable consumer experiences and to promote the performance of companies.