Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi

Yıl 2018, Cilt: 47 Sayı: 1, 64 - 87, 28.12.2018

Bahman Huseynli , Zehra Bozbay

Öz

Dünyada ve Türkiye’de mobil cihazların kullanımının artması ile birlikte işletmelerin mobil cihazlarla müşterilerine her yerde ve her an ulaşmaları mümkün hale gelmiştir. Bu amaçla, işletmeler tarafından mobil uygulamalar hazırlanıp tüketicilerin hizmetine sunulmaktadır. Günümüzde, mobil uygulamalarda kullanılan özelliklerden biri de kullanımı hızla artan oyunlaştırmadır. Oyunlaştırma, satışları ve müşteri bağlılığını artırmak için yenilikçi uygulamalarla yeni bir iş stratejisi olarak ortaya çıkmaktadır. Oyunlaştırma ile oyun temelli uygulamaların kullanılması tüketicilerin olumlu deneyim yaşamalarını sağlamaya yardımcı olmaktadır. Oyunlaştırmanın tüketicilere keyifli deneyim sağladığı ve bağlılıklarını arttırdığı göz önüne alındığında oyunlaştırmanın tüketici satın alma davranışı üzerindeki etkisinin incelenmesi önemlidir. Çalışmanın amacı, mobil uygulamalardaki oyunlaştırmanın kabulünün tüketicilerin tutumlarına ve kullanım niyetlerine olan etkisinin belirlenmesidir. Çalışmanın sonucunda mobil uygulamalardaki oyunlaştırmanın kabulünün tüketicilerin tutumunu ve kullanım niyetlerini etkilediği saptanmıştır. 

Anahtar Kelimeler

Oyunlaştırma, Mobil uygulamalar, Tutum, Kullanım niyeti, Oyunlaştırma kabulü

Investor and Portfolio Differences Between Generations in Turkish Capital Markets

Öz

With the increasing use of mobile devices in the world and in Turkey, it is possible for companies to reach customers everywhere at any time. For this purpose, mobile applications are prepared by the companies and offered to the consumers. One of the features that has increasing usage in mobile applications is gamification. Gamification is emerging as a new business strategy with innovative applications to increase sales and customer loyalty. The use of gamification and gamebased applications helps to ensure a positive experience for consumers. Gamification is providing pleasing experience and increase consumers’ loyalty. That’s why it is important to examine the effects of gamification on consumer buying behavior. The aim of this study is to determine the effects of gamification acceptance in mobile applications on consumer attitudes and intention to use. As a result of this study, it is determined that gamification in mobile applications influences consumers’ attitudes and their intention to use. 

Anahtar Kelimeler

Gamification, Mobile applications, Attitude, Intention to use, Gamification acceptance

Kaynakça

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