The Effect of Online Games on Vacation Purchase Intention

Year 2021, Volume: 32 Issue: 2, 237 - 248, 01.12.2021

Yasin Emre Oğuz , Mustafa Çağatay Kızıltaş , Veysel Yılmaz

https://doi.org/10.17123/atad.916224

Cited By: 1

Abstract

Advancements in technology have also influenced the game industry. Especially Covid-19 restrictions forced people to stay home and this lead to an increase in the interest in online games. As a result of this, it is estimated that there are 2,6 billion gamers throughout the world. Online games usually contain the structure of real places or metaverses. Therefore, this study focuses on the influence of real place experiences, communication and addiction in online games on users' intention to purchase a vacation. The study utilized a quantitative method and data was collected through a survey. A questionnaire form derived from previous literature was filled by 750 participants. A literature review was conducted in the first part of the study. In the second part relationships between variables are examined through the structural equation method. Findings revealed that communication, addiction and experience factors have a significant positive impact on vacation purchase intention. Therefore, the proposed model was accepted. 

Keywords

Online games, Vacation purchase intention, Structural equation modeling

Çevrimiçi Oyunların Tatil Satın Alma Niyetine Etkisi

Abstract

Teknolojide yaşanan ilerlemeler ile birlikte online oyun endüstrisi de son yıllarda ciddi bir gelişim göstermiştir. Özellikle Covid-19 pandemisi döneminde karantina süreçlerinin başlamasıyla birlikte online oyunlara olan ilgi daha da artmış ve dünya genelinde online oyuncu sayısı yaklaşık 2,6 milyara ulaşmıştır. Online oyunlar içerisinde birebir aynı veya çok benzer şekilde gerçek mekanlar da kullanılmaktadır. Bu araştırmanın çıkış noktasını da online oyunlarda yer alan gerçek mekanların yarattığı deneyimin, online oyunlar üzerinden kurulan iletişimin ve online oyun bağımlılığının tatil satın alma niyeti yaratıp yaratmadığının incelenmesi oluşturmaktadır Nicel yöntemin kullanıldığı bu araştırmada veriler anket tekniği ile toplanmıştır. Alanyazında yer alan çalışmalara dayanan anket formu 750 katılımcıya uygulanmıştır. Araştırmanın ilk bölümünde ilgili alanyazın taranmış, ikinci bölümünde ise yapısal eşitlik modellemesi kurularak ilişkiler incelenmiştir. Araştırma sonucunda online oyunlara yönelik iletişim, bağımlılık ve deneyim faktörlerinin tatil satın alma niyeti üzerinde istatistiksel olarak anlamlı ve pozitif yönlü bir etkisi olduğu tespit edilmiştir. Buradan hareketle önerilen model kabul edilmiştir.

Keywords

Çevrimiçi oyunlar, Tatil satın alma niyeti, Yapısal eşitlik modellemesi

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