Akış Deneyiminin Mobil Oyun Bağımlılığı ve Keşifsel Davranış Üzerindeki Etkisi: Ağızdan Ağıza Pazarlama Kapsamında Bir İncelenme

Yıl 2021, Cilt: 10 Sayı: 2, 1314 - 1331, 19.04.2021

Fatih Şahin , Mehmet Ozan Karahan

https://doi.org/10.33206/mjss.856922

Cited By: 2

Öz

Araştırmanın temel amacı Akış Teorisi (Flow Theory) unsurlarından olan eğlence, tele varoluş, konsantrasyon ve zaman algısında bozulma faktörlerinin, tüketicilerin mobil oyun bağımlılıkları ve keşifsel davranışları üzerindeki etkilerinin belirlenmesi ve aynı şekilde tüketicilerin mobil oyun bağımlılıkları ve keşifsel davranışlarının pozitif ve negatif WOM (ağızdan ağıza iletişim) üzerindeki etkilerinin değerlendirilmesidir. Araştırmanın anakütlesini Türkiye’deki 18 yaşından büyük mobil oyunları oynayan bireyler oluşturmaktadır. Toplam 407 geçerli veri ile gerçekleştirilen analizler sonucunda, akış teorisinin tüm unsurlarının (konsantrasyon, eğlence, zaman algısında bozulma ve tele varoluş) bireylerin mobil oyun bağımlılıkları üzerinde anlamlı etkilere sahip olduğu görülürken, yine tele varoluş hariç bu unsurların keşifsel davranışlar üzerinde de anlamlı etkilerinin olduğu gözlemlenmektedir. Son olarak, keşifsel davranışın aksine; mobil oyun bağımlılığının olumlu WOM ve olumsuz WOM faktörleri üzerindeki etkisinin anlamlı olduğu tespit edilmiştir.

Anahtar Kelimeler

Akış Teorisi, Mobil Oyun Bağımlılığı, Keşifsel Davranış, Pozitif WOM, Negatif WOM

The Effect of Flow Experience on Mobile Game Addiction and Exploratory Behavior: A Study in the Context of Word-of-Mouth Marketing

Öz

The main goal of the research is to describe the effects of enjoyment, telepresence, concentration, and time distortion factors which are flow experience elements on the mobile game addiction and exploratory behaviors of consumers and to evaluate of the effects of mobile game addictions and exploratory behaviors of consumers on WOM positive and negative valences). The participants of this study are older than 18 years in Turkey who play mobile games regularly. As a result of analyzes performed with a total of 407 valid data, all elements of Flow Theory (enjoyment, telepresence, concentration, and time distortion) have significant effects on the mobile game addiction and exploratory behavior of individuals except telepresence. Contrary to exploratory behavior, it is possible to say that mobile game addiction has effect on positive and negative WOM valence was significant.

Anahtar Kelimeler

Flow Theory, Mobile Game Addiction, Exploratory Behavior, Positive WOM, Negative WOM

Kaynakça

• Altunışık, R., Çoşkun, R., Bayraktaroğlu, S., ve Yıldırım, E. (2005). Sosyal Bilimlerde Araştırma Yöntemleri Spss Uygulamalı (4 ed.): Sakarya Kitabevi.
• Becker, G. S., ve Murphy, K. M. (1988). A Theory of Rational Addiction. Journal of political Economy, 96(4), 675-700.
• Cavazos-Rehg, P. A., Krauss, M. J., Sowles, S. J., ve Bierut, L. J. (2015). “Hey Everyone, I’m Drunk.” an Evaluation of Drinking-Related Twitter Chatter. Journal of studies on alcohol and drugs, 76(4), 635-643.
• Chang, F.-C., Chiu, C.-H., Miao, N.-F., Chen, P.-H., Lee, C.-M., Chiang, J.-T., ve Pan, Y.-C. (2015). The Relationship between Parental Mediation and Internet Addiction among Adolescents, and the Association with Cyberbullying and Depression. Comprehensive psychiatry, 57, 21-28.
• Chen, H., Wigand, R. T., ve Nilan, M. (2000). Exploring Web Users’ Optimal Flow Experiences. Information Technology & People, 13(4), 263-281.
• Chen, J. (2007). Flow in Games (and Everything Else). Communications of the ACM, 50(4), 31-34.
• Chesney, M., ve Hazari, B. (1998). Irrational Entry, Rational Exit. Journal of Mathematical Economics, 29(1), 1-13.
• Cheung, C. M., ve Thadani, D. R. (2012). The Impact of Electronic Word-of-Mouth Communication: A Literature Analysis and Integrative Model. Decision support systems, 54(1), 461-470.
• Choi, D., ve Kim, J. (2004). Why People Continue to Play Online Games: In Search of Critical Design Factors to Increase Customer Loyalty to Online Contents. CyberPsychology & behavior, 7(1), 11-24.
• Chou, T.-J., ve Ting, C.-C. (2003). The Role of Flow Experience in Cyber-Game Addiction. CyberPsychology & behavior, 6(6), 663-675.
• Chu, S.-C., ve Kim, Y. (2011). Determinants of Consumer Engagement in Electronic Word-of-Mouth (Ewom) in Social Networking Sites. International journal of Advertising, 30(1), 47-75.
• Conaway, R., ve Garay, M. C. (2014). Gamification and Service Marketing. SpringerPlus, 3(1), 653.
• Consalvo, M. (2006). Console Video Games and Global Corporations: Creating a Hybrid Culture. New media & society, 8(1), 117-137.
• Csikszentmihalyi, M. (1975). Beyond Boredom and Anxiety: The Experience of Play in Work and Leisure. In. San Francisco, CA: Jossey-Bass.
• Csikszentmihalyi, M. (1990). Flow: The Psychology of Optimal Experience (Vol. 1990). New York: Harper & Row.
• Çokluk, Ö., Şekercioğlu, G., ve Büyüköztürk, Ş. (2016). Sosyal Bilimler Için Çok Değişkenli Istatistik: Spss Ve Lisrel Uygulamaları (4.Baskı). Ankara: Pegem Akademi Yayınları.
• Esteban-Millat, I., Martínez-López, F. J., Huertas-García, R., Meseguer, A., ve Rodríguez-Ardura, I. (2014). Modelling Students' Flow Experiences in an Online Learning Environment. Computers & Education, 71, 111-123.
• Feick, L. F., ve Price, L. L. (1987). The Market Maven: A Diffuser of Marketplace Information. Journal of marketing, 51(1), 83-97.
• File, S. E. (1985). What Can Be Learned from the Effects of Benzodiazepines on Exploratory Behavior? Neuroscience & Biobehavioral Reviews, 9(1), 45-54.
• Ghani, J. A., ve Deshpande, S. P. (1994). Task Characteristics and the Experience of Optimal Flow in Human—Computer Interaction. The Journal of psychology, 128(4), 381-391.
• Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., ve Yale, L. J. (1998). A Dyadic Study of Interpersonal Information Search. Journal of the academy of marketing science, 26(2), 83-100.
• Godes, D., ve Mayzlin, D. (2004). Using Online Conversations to Study Word-of-Mouth Communication. Marketing Science, 23(4), 545-560.
• Goyette, I., Ricard, L., Bergeron, J., ve Marticotte, F. (2010). E‐Wom Scale: Word‐of‐Mouth Measurement Scale for E‐Services Context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23.
• Guo, Y. M., ve Poole, M. S. (2009). Antecedents of Flow in Online Shopping: A Test of Alternative Models. Information Systems Journal, 19(4), 369-390.
• Hauser, J. R., Urban, G. L., ve Weinberg, B. D. (1993). How Consumers Allocate Their Time When Searching for Information. Journal of marketing research, 30(4), 452-466.
• Hausman, A. V., ve Siekpe, J. S. (2008). The Effect of Web Interface Features on Consumer Online Purchase Intentions. Journal of Business Research, 62(1), 5-13.
• Heeter, C. (1992). Being There: The Subjective Experience of Presence. Presence: Teleoperators & Virtual Environments, 1(2), 262-271.
• Hennig-Thurau, T., Gwinner, K. P., Walsh, G., ve Gremler, D. D. (2004). Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
• Hofacker, C. F., De Ruyter, K., Lurie, N. H., Manchanda, P., ve Donaldson, J. (2016). Gamification and Mobile Marketing Effectiveness. Journal of Interactive Marketing, 34, 25-36.
• Hoffman, D. L., ve Novak, T. P. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of marketing, 60(3), 50-68.
• Hoffman, D. L., ve Novak, T. P. (2009). Flow Online: Lessons Learned and Future Prospects. Journal of Interactive Marketing, 23(1), 23-34.
• Hsu, C. L., ve Lu, H. P. (2004). Why Do People Play on-Line Games? An Extended Tam with Social Influences and Flow Experience. Information & Management, 41(7), 853-868.
• Hsu, M. H., ve Chiu, C. M. (2004). Internet Self-Efficacy and Electronic Service Acceptance. Decision support systems, 38(3), 369-381.
• Hsu, S. H., Wen, M.-H., ve Wu, M.-C. (2009). Exploring User Experiences as Predictors of Mmorpg Addiction. Computers & Education, 53(3), 990-999.
• Huang, M., Ali, R., ve Liao, J. (2017). The Effect of User Experience in Online Games on Word of Mouth: A Pleasure-Arousal-Dominance (Pad) Model Perspective. Computers in human behavior, (75), 329-338.
• Huotari, K., ve Hamari, J. (2017). A Definition for Gamification: Anchoring Gamification in the Service Marketing Literature. Electronic markets, 27(1), 21-31.
• Israeli, A. A., Lee, S. A., ve Bolden III, E. C. (2019a). The Impact of Escalating Service Failures and Internet Addiction Behavior on Young and Older Customers' Negative Ewom. Journal of Hospitality and Tourism Management, (39), 150-157.
• Israeli, A. A., Lee, S. A., ve Karpinski, A. C. (2019b). The Relationship between Internet Addiction and Negative Ewom. The Service Industries Journal, 39(13-14), 943-965.
• Jiang, Z., ve Benbasat, I. (2004). Virtual Product Experience: Effects of Visual and Functional Control of Products on Perceived Diagnosticity and Flow in Electronic Shopping. Journal of Management Information Systems, 21(3), 111-147.
• Kardefelt-Winther, D. (2014). A Conceptual and Methodological Critique of Internet Addiction Research: Towards a Model of Compensatory Internet Use. Computers in human behavior, (31), 351-354.
• Katz, E., ve Lazarsfeld, P. F. (1966). Personal Influence, the Part Played by People in the Flow of Mass Communications: Transaction Publishers.
• Kim, E. J., Namkoong, K., Ku, T., ve Kim, S. J. (2008). The Relationship between Online Game Addiction and Aggression, Self-Control and Narcissistic Personality Traits. European Psychiatry, 23(3), 212-218.
• Kim, Y. Y., Oh, S., ve Lee, H. (2005). What Makes People Experience Flow? Social Characteristics of Online Games. International Journal of Advanced Media and Communication, 1(1), 76-92.
• Kircaburun, K., Demetrovics, Z., ve Tosuntaş, Ş. B. (2019). Analyzing the Links between Problematic Social Media Use, Dark Triad Traits, and Self-Esteem. International Journal of Mental Health and Addiction, 17(6), 1496-1507.
• Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling (T. Edition Ed.). London: Guilford publications.
• Ko, C.-H., Yen, J.-Y., Chen, C.-S., Yeh, Y.-C., ve Yen, C.-F. (2009a). Predictive Values of Psychiatric Symptoms for Internet Addiction in Adolescents: A 2-Year Prospective Study. Archives of pediatrics & adolescent medicine, 163(10), 937-943.
• Ko, C.-H., Yen, J.-Y., Liu, S.-C., Huang, C.-F., ve Yen, C.-F. (2009b). The Associations between Aggressive Behaviors and Internet Addiction and Online Activities in Adolescents. Journal of adolescent health, 44(6), 598-605.
• Ko, C.-H., Yen, J.-Y., Yen, C.-F., Chen, C.-S., ve Chen, C.-C. (2012). The Association between Internet Addiction and Psychiatric Disorder: A Review of the Literature. European Psychiatry, 27(1), 1-8.
• Koufaris, M. (2002). Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Information systems research, 13(2), 205-223.
• Kuss, D. J., ve Griffiths, M. D. (2012). Internet Gaming Addiction: A Systematic Review of Empirical Research. International Journal of Mental Health and Addiction, 10(2), 278-296.
• Kuss, D. J., Griffiths, M. D., Karila, L., ve Billieux, J. (2014). Internet Addiction: A Systematic Review of Epidemiological Research for the Last Decade. Current pharmaceutical design, 20(25), 4026-4052.
• Landsman, V., ve Stremersch, S. (2011). Multihoming in Two-Sided Markets: An Empirical Inquiry in the Video Game Console Industry. Journal of marketing, 75(6), 39-54.
• Lee, M. C. (2009). Understanding the Behavioural Intention to Play Online Games. Online information review, 33(5), 849-872.
• Lee, S. M., ve Chen, L. (2010). The Impact of Flow on Online Consumer Behavior. Journal of Computer Information Systems, 50(4), 1-10.
• Lenhart, A., Kahne, J., Middaugh, E., Macgill, A. R., Evans, C., ve Vitak, J. (2008). Teens, Video Games, and Civics: Teens' Gaming Experiences Are Diverse and Include Significant Social Interaction and Civic Engagement. Pew internet & American life project.
• Lin, C.-Y., Hung, W.-H., Fang, K., ve Tu, C.-C. (2015). Understanding Players’ Achievement Values from Mmorpgs: An Exploratory Study. Internet Research, 25(5), 829-851.
• Liu, C.-C. (2017). A Model for Exploring Players Flow Experience in Online Games. Information Technology & People, 30(1), 139-162.
• Liu, C.-C., ve Chang, I.-C. (2016). Model of Online Game Addiction: The Role of Computer-Mediated Communication Motives. Telematics and Informatics, 33(4), 904-915.
• Meyer, J. S. (1998). Behavioral Assessment in Developmental Neurotoxicology: Approaches Involving Unconditioned Behaviors Pharmacologic Challenges in Rodents. In Handbook of Developmental Neurotoxicology (pp. 403-426): Elsevier.
• Milani, L., Osualdella, D., ve Di Blasio, P. (2009). Quality of Interpersonal Relationships and Problematic Internet Use in Adolescence. CyberPsychology & behavior, 12(6), 681-684.
• Novak, T. P., Hoffman, D. L., ve Yung, Y.-F. (2000). Measuring the Customer Experience in Online Environments: A Structural Modeling Approach. Marketing Science, 19(1), 22-42.
• Park, S., ve Hwang, H. S. (2009). Understanding Online Game Addiction: Connection between Presence and Flow. Paper presented at the International Conference on Human-Computer Interaction.
• Robson, C. (2002). Real World Research: A Resource for Social Scientists and Practitioner-Researchers, (Vol. 2), Oxford: Blackwell.
• Sanjamsai, S., ve Phukao, D. (2018). Flow Experience in Computer Game Playing among Thai University Students. Kasetsart Journal of Social Sciences, 39(2), 175-182.
• Seah, M.-l., ve Cairns, P. (2008). From Immersion to Addiction in Videogames. People and Computers XXII Culture, Creativity, Interaction (22), 55-63.
• Shaffer, H. J., LaPlante, D. A., LaBrie, R. A., Kidman, R. C., Donato, A. N., ve Stanton, M. V. (2004). Toward a Syndrome Model of Addiction: Multiple Expressions, Common Etiology. Harvard review of psychiatry, 12(6), 367-374.
• Shin, J., Chae, H., ve Ko, E. (2018). The Power of E-Wom Using the Hashtag: Focusing on Sns Advertising of Spa Brands. International journal of Advertising, 37(1), 71-85.
• Statista. (2020a). Digital Market Outlook, Video Games : Turkey. Retrieved from https://www.statista.com/outlook/203/113/video-games/turkey
• Statista. (2020b). Game Users by Income in Percent, Turkey. Retrieved from https://www.statista.com/outlook/203/113/video-games/turkey
• Statista. (2020c). Video Game Usage by Device in Turkey 2020. Retrieved from https://www.statista.com/forecasts/1003005/video-game-usage-by-device-in-turkey
• Stavropoulos, V., Alexandraki, K., ve Motti-Stefanidi, F. (2013). Recognizing Internet Addiction: Prevalence and Relationship to Academic Achievement in Adolescents Enrolled in Urban and Rural Greek High Schools. Journal of adolescence, 36(3), 565-576.
• Sun, Y., Zhao, Y., Jia, S.-Q., ve Zheng, D.-Y. (2015). Understanding the Antecedents of Mobile Game Addiction: The Roles of Perceived Visibility, Perceived Enjoyment and Flow. Paper presented at the PACIS.
• Sweetser, P., ve Wyeth, P. (2005). Gameflow: A Model for Evaluating Player Enjoyment in Games. Computers in Entertainment (CIE), 3(3), 3-3.
• Turel, O., Serenko, A., ve Giles, P. (2011). Integrating Technology Addiction and Use: An Empirical Investigation of Online Auction Users. MIS quarterly, 1043-1061.
• Wan, C.-S., ve Chiou, W.-B. (2006). Why Are Adolescents Addicted to Online Gaming? An Interview Study in Taiwan. CyberPsychology & behavior, 9(6), 762-766.
• Wan, J. (2014). Consumer Casualties: Exploring the Economics of Habit, Information, and Uncertainty in Japan, New York: Palgrave Macmillan.
• Webster, J., Trevino, L. K., ve Ryan, L. (1993). The Dimensionality and Correlates of Flow in Human-Computer Interactions. Computers in human behavior, 9(4), 411-426.
• Weibel, D., Wissmath, B., Habegger, S., Steiner, Y., ve Groner, R. (2008). Playing Online Games against Computer-Vs. Human-Controlled Opponents: Effects on Presence, Flow, and Enjoyment. Computers in human behavior, 24(5), 2274-2291.
• Wood, R. T., ve Griffiths, M. D. (2007). Time Loss Whilst Playing Video Games: Is There a Relationship to Addictive Behaviours? International Journal of Mental Health and Addiction, 5(2), 141-149.
• Wood, R. T., Griffiths, M. D., Chappell, D., ve Davies, M. N. (2004). The Structural Characteristics of Video Games: A Psycho-Structural Analysis. CyberPsychology & behavior, 7(1), 1-10.
• Wu, T.-C., Scott, D., ve Yang, C.-C. (2013). Advanced or Addicted? Exploring the Relationship of Recreation Specialization to Flow Experiences and Online Game Addiction. Leisure Sciences, 35(3), 203-217.
• Yang, S., Lu, Y., Wang, B., ve Zhao, L. (2014). The Benefits and Dangers of Flow Experience in High School Students’ Internet Usage: The Role of Parental Support. Computers in human behavior, (41), 504-513.
• Yen, J.-Y., Ko, C.-H., Yen, C.-F., Wu, H.-Y., ve Yang, M.-J. (2007). The Comorbid Psychiatric Symptoms of Internet Addiction: Attention Deficit and Hyperactivity Disorder (Adhd), Depression, Social Phobia, and Hostility. Journal of adolescent health, 41(1), 93-98.
• Yen, W.-C., ve Lin, H.-H. (2020). Investigating the Effect of Flow Experience on Learning Performance and Entrepreneurial Self-Efficacy in a Business Simulation Systems Context. Interactive Learning Environments, 1-16.
• Young, K. S. (1998). Internet Addiction: The Emergence of a New Clinical Disorder. CyberPsychology & behavior, 1(3), 237-244.
• Zaman, M., Anandarajan, M., ve Dai, Q. (2010). Experiencing Flow with Instant Messaging and Its Facilitating Role on Creative Behaviors. Computers in human behavior, 26(5), 1009-1018.
• Zhou, T. (2013). The Effect of Flow Experience on User Adoption of Mobile Tv. Behaviour & Information Technology, 32(3), 263-272.
• Zhu, F., ve Zhang, X. (2010). Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics. Journal of marketing, 74(2), 133-148.