LEVERAGING THE POWER OF GAMIFICATION IN CONSUMER DECISION MAKING: HEDONISM VS. UTILITARIAN

Yıl 2024, Cilt: 17 Sayı: 1, 171 - 198, 31.01.2024

Selçuk Yasin Yıldız

Öz

Purpose: In the realm of consumer behavior, various research has been conducted on the act of shopping, which is a common occurrence in consumer culture. Personal, environmental, and cultural variables, among others, have been found by researchers to affect shopping behavior. Among these elements are hedonistic and utilitarian shopping, two distinct forms of consumer behavior motivated by different motives and objectives. Understanding these distinctions may help merchants and marketing professionals modify their marketing efforts to fit the demands and preferences of their target clients. Moreover, gamification is a potent marketing strategy that may increase customer engagement, motivate desired actions, and deliver important consumer data. This article examines three particular facets of purchasing behavior: hedonic shopping, utilitarian shopping, and gamification.
Methodology: In this study, which is based on the flow theory, the differences between the presence of gamification elements in terms of “hedonic shopping value and utilitarian shopping value” are mentioned. This study, which was prepared to determine what kind of changes occur in the purchasing behavior of consumers when gamification elements are included in the shopping process, is a longitudinal study in which data were collected in two different periods.
Findings: According to the findings of this study, the application of gamification components in the shopping process induces behavioral changes in customers, alters their purchase preferences, and influences their decision-making.
Discussion: It is suggested that the more gamification elements are incorporated into the shopping process, the more changes will occur in consumers' behavior, purchasing decision processes, and purchasing styles.

Anahtar Kelimeler

Gamification, Flow theory, Hedonic shopping, Utilitarian shopping, Behavioral changes

TÜKETİCİ KARAR VERME SÜRECİNDE OYUNLAŞTIRMANIN GÜCÜNDEN YARARLANMAK: HAZCILIK VS. FAYDACILIK

Öz

Amaç: Tüketici davranışı alanında, tüketim kültüründe yaygın bir olay olan alışveriş eylemi üzerine çeşitli araştırmalar yapılmıştır. Diğer faktörlerin yanı sıra kişisel, çevresel ve kültürel değişkenlerin de alışveriş davranışını etkilediği araştırmacılar tarafından tespit edilmiştir. Bu unsurlar arasında, farklı güdü ve hedeflerle motive olan iki farklı tüketici davranışı biçimi olan hazcı ve faydacı alışveriş de yer almaktadır. Bu ayrımların anlaşılması, firmaların ve pazarlama profesyonellerinin, pazarlama çabalarını hedef müşterilerinin talep ve tercihlerine uyacak şekilde değiştirmelerine yardımcı olabilir. Ayrıca oyunlaştırma, müşteri katılımını artırabilecek, istenen eylemleri motive edebilecek ve önemli tüketici verileri sağlayabilecek güçlü bir pazarlama stratejisidir. Bu çalışmada satın alma davranışının hedonik alışveriş, faydacı alışveriş ve oyunlaştırmadan oluşan üç özel yönü incelenmektedir.
Metodoloji: Akış teorisini temel alan bu çalışmada hedonik alışveriş değeri ve faydacı alışveriş değeri açısından, oyunlaştırma unsurlarının varlığı ve yokluğu arasındaki farklara değinilmektedir. Oyunlaştırma unsurları alışveriş sürecine dahil edildiğinde tüketicilerin satın alma davranışlarında ne tür değişiklikler meydana geldiğini belirlemek amacıyla hazırlanan bu çalışma, iki farklı dönemde verilerin toplandığı boylamsal bir çalışmadır.
Bulgular: Araştırma sonuçlarına göre, oyunlaştırma unsurlarının alışveriş sürecinde kullanılması tüketicilerde davranış değişikliğine yol açmakta, tüketicilerin satın alma tarzlarını değiştirmekte ve tüketici karar sürecini etkilemektedir.
Tartışma: Oyunlaştırma unsurları alışveriş sürecine ne kadar çok dahil edilirse, tüketicilerin davranışlarında, satın alma karar süreçlerinde ve satın alma tarzlarında o kadar çok değişiklik olacağı önerilmektedir.

Anahtar Kelimeler

Oyunlaştırma, Akış teorisi, Hedonik alışveriş, Faydacı alışveriş, Davranışsal değişimler

Kaynakça

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