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

Author

Listed:
  • Bahman HUSEYNLI

    (Marmara Üniversitesi, İşletme Fakültesi, Pazarlama Ana Bilim Dalı, İstanbul, Türkiye)

  • Zehra BOZBAY

    (İstanbul Üniversitesi, İşletme Fakültesi, Pazarlama Ana Bilim Dalı, İstanbul, Türkiye)

Abstract

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.Classification-JEL: M0

Suggested Citation

  • Bahman HUSEYNLI & Zehra BOZBAY, 0. "Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi," Istanbul Business Research, Istanbul University Business School, vol. 47(1), pages 64-87.
    • Handle: RePEc:ist:ibsibr:v:47:y:2018:i:1:p:64-87
    DOI: 10.26650/ibr.2018.47.1.0004
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    More about this item

    Keywords

    Oyunlaştırma; Mobil uygulamalar; Tutum; Kullanım niyeti; Oyunlaştırma kabulü;
    All these keywords.

    JEL classification:

    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General

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