Significado do consumo de produtos em plataforma de games a partir da experiência em realidade virtual

Abstract

This study investigated how Roblox players attribute meaning to experiences of consuming and customizing avatars in digital gaming environments to construct identities, interact socially, and feel a sense of belonging to a group in virtual reality contexts. The proposed thesis was that the experience of consumption in immersive virtual reality environments constitutes a sociomaterial practice in which players negotiate meanings through a dialectical process between self-expression and social belonging, mediated by the digital materiality of avatars and conditioned by the persuasive architectures of the platform. Fifteen episodic interviews were conducted with players who had experienced purchases in virtual reality environments on the Roblox platform, and photoelicitation was used during the conversations to analyze characteristics of avatar customization and consumption. The data were analyzed in light of Merleau-Ponty's phenomenology through thematic analysis. Participants detailed the meaning of their experiences with customization through skins, clothing, appearance, and passes. Among the results, it was found that personalization can create a sense of belonging within the game community, as well as the desire to stand out, to be noticed by other players, and to achieve high status. A more complex emotional dimension associated with in-game purchases was also revealed, relating to the feeling of immediate pleasure and accomplishment upon acquiring new items, followed by feelings of guilt or regret, especially when realizing that more is being spent than planned or the purchase does not provide the expected satisfaction. The associated feelings encompass satisfaction, accomplishment, and empowerment, as well as guilt, remorse, and dissatisfaction, intensified by the dynamics of microtransactions, where the immediate gratification of the purchase is followed by reflection on the expenses and their impact on the game experience. This study, therefore, presents perspectives for new research that can explore the sentimental and social dynamics of players who interact with microtransaction models.