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Autores
Orientador(es)
Resumo(s)
Abstract
Influencer-generated content has become a prominent source of information and entertainment in digital gaming environments, yet limited research has examined how female gamers cognitively and affectively evaluate such content. This study examines how perceived informativeness, playfulness, and homophily are associated with attitudes toward influencer-generated gaming content and how these attitudes, in turn, are associated with purchase intention. The study uses a TPB-informed attitude-intention model, complemented by Social Influence Theory and a gender-sensitive contextual perspective. Survey data from 340 female gamers were analyzed using partial least squares structural equation modeling (PLS-SEM). Perceived informativeness and playfulness were significantly positively associated with attitude, whereas homophily was not significantly associated with attitude. Attitude, in turn, was significantly positively associated with purchase intention. Formal coefficient comparisons showed that the associations of informativeness and playfulness with attitude were significantly stronger than the association of homophily with attitude, while the informativeness and playfulness associations did not differ significantly. The study provides a contextual extension of influencer-marketing and digital-persuasion research by examining content-based and relational evaluations within an underexamined female-gamer context.
Descrição
Palavras-chave
Female gamers Influencer-generated content Digital media use Purchase intention Perceived playfulness Perceived informativeness
Contexto Educativo
Citação
Rita, P., Santos, Z. and Zhou, R. (2026) ‘Female gamers’ evaluation of influencer-generated gaming content: The roles of informativeness, playfulness, and homophily’, Computers in Human Behavior Reports, 24(October), 101372.
Editora
Elsevier