Intención de compra de fanáticos de productos de Star Wars y Fortnite

• César Lozano-Gómez ^[1] ; Eliana Gallardo-Echenique ^[1]
  1. [1] Universidad Peruana de Ciencias Aplicadas

     Universidad Peruana de Ciencias Aplicadas

     Perú

     
• Localización: RISTI: Revista Ibérica de Sistemas e Tecnologias de Informação, ISSN-e 1646-9895, Nº. Extra 75, 2024, págs. 147-159
• Idioma: español
• Títulos paralelos:
  • Fan purchase intent for Star Wars and Fortnite products
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Este estudio tiene como objetivo identificar las características de las marcas Star Wars y Fornite que influyen en la intención de compra de los clientes de 25 a 34 años del Centro Comercial Arenales. Su enfoque es cualitativo. Se realizaron 20 entrevistas semi-estructuradas. Para la recolección de datos, se utilizó una entrevista estructurada y una guía de entrevista. Todas las entrevistas fueron transcritas y procesadas por el programa Atlas.ti.23. Se realizó un análisis temático que permitió identificar 41 códigos. Se concluye que los elementos de la publicidad que influyen en la intención de compra son el brand awareness, brand image, y el brand equity. Existe un vínculo con Star Wars por ser una marca con la que los entrevistados han crecido generándoles sentimientos de alegría, familiaridad, felicidad y nostalgia; y, con Fortnite, por ser una marca que innova de forma constante.

  • English

    This study aims to identify the characteristics of the Star Wars and Fornite brands that influence the purchase intention of customers aged 25 to 34 years old in Arenales Shopping Center. Its approach is qualitative. Twenty semistructured interviews were conducted. For data collection, a structured interview and an interview guide were used. All interviews were transcribed and processed by the Atlas.ti.23 program. A thematic analysis was carried out, which allowed the identification of 41 codes. It is concluded that the advertising elements that influence purchase intention are brand awareness, brand image, and brand equity.

    There is a link with Star Wars because it is a brand with which the interviewees have grown up, generating feelings of joy, familiarity, happiness and nostalgia; and with Fortnite, because it is a brand that constantly innovates.

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