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MUTLU PAZARLAMA YAZILIM GEREKSİNİMLERİ ANALİZİ

Year 2022, Volume: 7 Issue: IMISC2021 Special Issue, 148 - 164, 30.03.2022

Esra Kahya Özyirmidokuz Kumru Uyar

https://doi.org/10.54452/jrb.1033300

Abstract

Pazarlama ile ilgili bir yazılım sistem kalitesini artırmak için, tüketici geribildirimleri sistem tasarımı sırasında değerlendirilmelidir. Bu araştırmanın amacı tüketicilerin kullanacağı iyi-olma yazılımları ile ilgili gereksinimlerini keşfetmektir. Tüketicilerin yazılım ile mutluluklarını nasıl artırabilecekleri ve ikna teknolojileri ile oyunlaştırma teknikleri dahil tüketicileri sistemde tutan ve mutluluklarını etkileyen detaylar irdelenmektedir. Çalışmada karma araştırma yöntemi uygulandı. Yapılan tematik analiz sonucunda, katılımcıların bahsettikleri bir pazarlama iyi-olma uygulamasının mutlu eden özelliklerinin yanı sıra, işlevsel özellikleri, interaktif özellikleri ve ürün-fiyat özellikleri ayrı temalarda gruplandırıldı.

Keywords

Yazılım gereksinimleri analizi tüketici iyi-olması mutluluk dijital motivasyon ikna teknolojisi

Supporting Institution

TÜBİTAK

Project Number

116E676

Thanks

Bu araştırma 116E676 nolu “Mutlu proje: Sosyal Mutluluk Ölçen Bir Sosyo-Teknik Madenleme Sistemi” isimli Tübitak 1003 Öncelikli Alanlar Ar-Ge Projesi tarafından desteklenmiştir.

References

  • Algashami, A., Vuillier, L., Alrobai, A., Phalp, K., & Ali, R. (2009). Gamification Risks to Enterprise Teamwork: Taxonomy, Management Strategies and Modalities of Application Systems, 7(1), 9. Ali, R., Dalpiaz, F. & Giorgini, P. (2010). A goal-based framework for contextual requirements modeling and analysis, Requirements Engineering, 15(4), 439-458.
  • Ali, R., Solis, C., Omoronyia, I., Salehie, M. & Nuseibeh, B. (2012). Social adaptation: when software gives users a voice, ENASE 2012 - Proceedings of the 7th International Conference on Evaluation of Novel Approaches to Software Engineering 2012, 75-8.
  • Almaliki, M. & Ali, R. (2016). Persuasive and Culture-Aware Feedback Acquisition, International Conference on Persuasive Technology, Springer International Publishing, 27-38.
  • Almaliki, M., Jiang, N., Ali, R. & Dalpiaz, F. (2014). Gamified culture-aware feedback acquisition, 2014 IEEE/ACM 7th International Conference on Utility and Cloud Computing, IEEE, 624-625.
  • Almaliki, M., Ncube, C. & Ali, R. (2014). The design of adaptive acquisition of users feedback: An empirical study, 2014 IEEE Eighth International Conference on Research Challenges in Information Science (RCIS), IEEE, 1-12.
  • Alrobai, A., McAlaney, J., Dogan, H., Phalp, K. & Ali, R. (2016). Exploring the Requirements and Design of Persuasive Intervention Technology to Combat Digital Addiction, Human-Centered and Error-Resilient Systems Development, Springer, Cham, 130-150.
  • Bagby. R. M., Parker. J. D. A. & Taylor G. J.(1994). The twenty-item Toronto Alexithymia scale—I. Item selection and cross-validation of the factor structure, Journal of Psychosomatic Research, 38(1), 23-32.
  • Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology, Qualitative Research in Psychology, 3(2), 77-101.
  • Creswell, J. W. (2014). Research design: qualitative, quantitative, and mixed methods approaches (5th. Ed.). UK: SAGE Publications.
  • Csikszentmihalyi, M. (2009). Flow: The Psychology of Optimal Experience, Harper Collins.
  • Csikszentmihalyi, M. 2005. Akış: Mutluluk Bilimi, Ankara: HYB Yayınları.
  • DeBurr, D. (2013). Build Gamified Websites with PHP and jQuery. Packt Publishing.
  • Demirci. K., Orhan. H., Demirbaş. A., Akpınar. A. & Sert H. (2014). Validity and Reliability of the Turkish Version of the Smartphone Addiction Scale in a Younger Population, Bulletin of Clinical Psychopharmacology, 24(3), 226-234.
  • Diener, E. & Chan, M. Y. (2011). Happy People Live Longer: Subjective Well-Being Contributes to Health and Longevity. Applied Psychhology: Health and Well-Being, 3(1),1-43.
  • Doğan, T. & Sapmaz, F. (2012). Oxford Mutluluk Ölçeği Türkçe Formunun psikometrik özelliklerinin üniversite öğrencilerinde incelenmesi, Düşünen Adam Psikiyatri ve Nörolojik Bilimler Dergisi, 25, 297-304.
  • Fogg, B. J. (2003). Persuasive Technology: Using Computers to Change What We Think and Do (Interactive Technologies), Morgan Kaufmann Publishers.
  • Goodman, E., Kuniavsky, M. & Monet, A. (2012). Observing the user experience: A practitioner’s guide to user research, Second Edition, Morgan Kaufmman.
  • Groen, E.C., Seyff, N., Ali, R., Dalpiaz, F., Doerr, J., Guzman, E., Hosseini, M., Marco, J., Oriol, M., Perini, A. & Stade, M. (2017). The Crowd in Requirements Engineering: The Landscape and Challenges, IEEE Software, 34(2), 44-52.
  • Güleç, H., Köse, S., Güleç, M. Y., Çitak, S., Evren, C., Borckardt, J. & Sayar, K., (2009). Reliability and factorial validity of the Turkish version of the 20-item Toronto alexithymia scale (TAS-20), Klinik Psikofarmakoloji Bulteni, 19( 3), 214-220.
  • Hills, P. & Argyle, M. (2002). The Oxford Happiness Questionnaire: a compact scale for the measurement of psychological well-being, Personality and Individual Differences, 33(7), 1073-1082.
  • Hosseini, M., Shahri, A., Phalp, K., Taylor, J. & Ali, R. (2015). Crowdsourcing: A taxonomy and systematic mapping study, Computer Science Review, vol.17, 43-69.
  • Hsieh, H. F.& Shannon, S. E. (2005). Three approaches to qualitative content analysis, Qualitative Health Research, 15( 9), 1277-1288.
  • Kahya Özyirmidokuz, E., Çifçi, Ş., Pak, E., Yıldız, A. & Andaç, E. (2021). Dijital iyi olma sistemlerinde kullanıcı geribildirim analizi. Journal of Information Systems and Management Research , 3(1), 1-13. Kenny, C. (2015). Pozitif Düşünmenin Ekonomik Gücü. Bloomberg Businessweek Türkiye, 18-24 Ocak, 20-21.
  • Kwon. M., Kim. D-J., Cho. H. & Yang. S. (2013). The Smartphone Addiction Scale: Development and Validation of a Short Version for Adolescents, PLOS ONE, 8(12), 1-7.
  • Lazar, J., Feng, J. H. & Hochheiser, H. (2010). Research methods in human-coumputer interaction (2nd Ed.). John Wiley & Sons.
  • Lyubomirsky, S. (2007). The How of Happines, New York: The Penguin Press.
  • Metin. B., Pehlivan. R.& Tarhan. N. (2017). Realiability And Validity Of Uskudar Fear Of Missing Out Scale, The Journal Of Neurobehavıoral Sciences, 4(2), 43-46.
  • Pine, B.J. II & Gilmore, J.H. (1998). Welcome to the experience economy, Harvard Business Review, 76, pp. 97-105.
  • Puleston, J. (2014). Gamification of Market Research, Social Media, Sociality and Survey.
  • Salehie, M., Pasquale, L., Omoronyia, I., Ali, R. & Nuseibeh, B. (2012) Requirements-driven adaptive security: Protecting variable assets at runtime, 20th IEEE International Requirements Engineering Conference (RE), IEEE, 111-120.
  • Sarıca, H., Kahya Özyirmidokuz, E. & Özbakır, L. (2021). Dijital bağımlılık ve FoMo, kişilik faktörleri ve mutluluk ile ilişkisi: Üniversite öğrencileri ile bir uygulama. Bağımlılık Dergisi , 22(4), 379-394. Saunders, M., Lewis, P. & Thornhill, A., (2009). Research Methods for Business Students (5th Ed.). Research Policy: Pearson Education.
  • Seligman, M. (2018). PERMA and the building blocks of well-being, The Journal of Positive Psychology, 13( 4), 333-335. Shahri, A., Hosseini, M., Ali, R. & Dalpiaz, F. (2014). Gamification for volunteer cloud computing, 2014 IEEE/ACM 7th International Conference on Utility and Cloud Computing, IEEE, 616-617.
  • Shaw, C. & Ivens, J. (2005). Building Great Customer Experiences, Palgrave Macmillan, Basingstoke.
  • Smith, K., Biley, F. (1997). Understanding grounded theory: principles and evaluation, Nurse researcher, 4(3), 17-30.
  • Snijders, R., Dalpiaz, F., Brinkkemper, S., Hosseini, M., Ali, R. & Ozum, A. (2015). REfine: A gamified platform for participatory requirements engineering, Crowd-Based Requirements Engineering (CrowdRE), 2015 IEEE 1st International Workshop on, IEEE, 1-6.
  • Snijders, R., Dalpiaz, F., Hosseini, M., Shahri, A. & Ali, R. (2014). Crowd-centric requirements engineering, 2014 IEEE/ACM 7th International Conference on Utility and Cloud Computing, IEEE, 614-615.
  • Tayfun D. & Sapmaz F. (2012). Oxford Mutluluk Ölçeği Türkçe formunun psikometrik özelliklerinin üniversite öğrencilerinde incelenmesi. Dusunen Adam, 25(4), 297–304.
  • Teixeira, J., Patricio, L., Nunes, N.J., No´brega, L., Fisk, R.P. & Constantine, L. (2012). Customer experience modeling: from customer experience to service design, Journal of Service Management 23(3), pp. 362-376.
  • Uyar, K. & Kahya Özyirmidokuz, E. (2020). Sosyal media pazarlaması ve analitiği. İşletmelerde Güncel Yaklaşımlar (pp.441-472), Nobel. Yoo. K-H. & Gretzel. U. (2011). Influence of personality on travel-related consumer-generated media creation, Computers in Human Behavior, 27, 609-621.

HAPPY MARKETING SOFTWARE REQUIREMENTS ANALYSIS

Year 2022, Volume: 7 Issue: IMISC2021 Special Issue, 148 - 164, 30.03.2022

Esra Kahya Özyirmidokuz Kumru Uyar

https://doi.org/10.54452/jrb.1033300

Abstract

To improve the quality of a marketing-related software system, costumer feedback should be considered during system design. The purpose of this research is to explore costomers’ needs for well-being software. Details that keep customers in the system and affect their happiness, including how customers can increase their happiness with software, and the use of persuasive technologies and gamification techniques in marketing system are examined. Mixed research method was used in the study. As a result of the thematic analysis, the functional features, interactive features and product-price features of a marketing well-being application that the participants mentioned were grouped under separate themes as well as the software features that lead customers to happiness.

Keywords

Software requirements analysis customer well-being happiness digital motivation persuasive technology.

Project Number

116E676

References

  • Algashami, A., Vuillier, L., Alrobai, A., Phalp, K., & Ali, R. (2009). Gamification Risks to Enterprise Teamwork: Taxonomy, Management Strategies and Modalities of Application Systems, 7(1), 9. Ali, R., Dalpiaz, F. & Giorgini, P. (2010). A goal-based framework for contextual requirements modeling and analysis, Requirements Engineering, 15(4), 439-458.
  • Ali, R., Solis, C., Omoronyia, I., Salehie, M. & Nuseibeh, B. (2012). Social adaptation: when software gives users a voice, ENASE 2012 - Proceedings of the 7th International Conference on Evaluation of Novel Approaches to Software Engineering 2012, 75-8.
  • Almaliki, M. & Ali, R. (2016). Persuasive and Culture-Aware Feedback Acquisition, International Conference on Persuasive Technology, Springer International Publishing, 27-38.
  • Almaliki, M., Jiang, N., Ali, R. & Dalpiaz, F. (2014). Gamified culture-aware feedback acquisition, 2014 IEEE/ACM 7th International Conference on Utility and Cloud Computing, IEEE, 624-625.
  • Almaliki, M., Ncube, C. & Ali, R. (2014). The design of adaptive acquisition of users feedback: An empirical study, 2014 IEEE Eighth International Conference on Research Challenges in Information Science (RCIS), IEEE, 1-12.
  • Alrobai, A., McAlaney, J., Dogan, H., Phalp, K. & Ali, R. (2016). Exploring the Requirements and Design of Persuasive Intervention Technology to Combat Digital Addiction, Human-Centered and Error-Resilient Systems Development, Springer, Cham, 130-150.
  • Bagby. R. M., Parker. J. D. A. & Taylor G. J.(1994). The twenty-item Toronto Alexithymia scale—I. Item selection and cross-validation of the factor structure, Journal of Psychosomatic Research, 38(1), 23-32.
  • Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology, Qualitative Research in Psychology, 3(2), 77-101.
  • Creswell, J. W. (2014). Research design: qualitative, quantitative, and mixed methods approaches (5th. Ed.). UK: SAGE Publications.
  • Csikszentmihalyi, M. (2009). Flow: The Psychology of Optimal Experience, Harper Collins.
  • Csikszentmihalyi, M. 2005. Akış: Mutluluk Bilimi, Ankara: HYB Yayınları.
  • DeBurr, D. (2013). Build Gamified Websites with PHP and jQuery. Packt Publishing.
  • Demirci. K., Orhan. H., Demirbaş. A., Akpınar. A. & Sert H. (2014). Validity and Reliability of the Turkish Version of the Smartphone Addiction Scale in a Younger Population, Bulletin of Clinical Psychopharmacology, 24(3), 226-234.
  • Diener, E. & Chan, M. Y. (2011). Happy People Live Longer: Subjective Well-Being Contributes to Health and Longevity. Applied Psychhology: Health and Well-Being, 3(1),1-43.
  • Doğan, T. & Sapmaz, F. (2012). Oxford Mutluluk Ölçeği Türkçe Formunun psikometrik özelliklerinin üniversite öğrencilerinde incelenmesi, Düşünen Adam Psikiyatri ve Nörolojik Bilimler Dergisi, 25, 297-304.
  • Fogg, B. J. (2003). Persuasive Technology: Using Computers to Change What We Think and Do (Interactive Technologies), Morgan Kaufmann Publishers.
  • Goodman, E., Kuniavsky, M. & Monet, A. (2012). Observing the user experience: A practitioner’s guide to user research, Second Edition, Morgan Kaufmman.
  • Groen, E.C., Seyff, N., Ali, R., Dalpiaz, F., Doerr, J., Guzman, E., Hosseini, M., Marco, J., Oriol, M., Perini, A. & Stade, M. (2017). The Crowd in Requirements Engineering: The Landscape and Challenges, IEEE Software, 34(2), 44-52.
  • Güleç, H., Köse, S., Güleç, M. Y., Çitak, S., Evren, C., Borckardt, J. & Sayar, K., (2009). Reliability and factorial validity of the Turkish version of the 20-item Toronto alexithymia scale (TAS-20), Klinik Psikofarmakoloji Bulteni, 19( 3), 214-220.
  • Hills, P. & Argyle, M. (2002). The Oxford Happiness Questionnaire: a compact scale for the measurement of psychological well-being, Personality and Individual Differences, 33(7), 1073-1082.
  • Hosseini, M., Shahri, A., Phalp, K., Taylor, J. & Ali, R. (2015). Crowdsourcing: A taxonomy and systematic mapping study, Computer Science Review, vol.17, 43-69.
  • Hsieh, H. F.& Shannon, S. E. (2005). Three approaches to qualitative content analysis, Qualitative Health Research, 15( 9), 1277-1288.
  • Kahya Özyirmidokuz, E., Çifçi, Ş., Pak, E., Yıldız, A. & Andaç, E. (2021). Dijital iyi olma sistemlerinde kullanıcı geribildirim analizi. Journal of Information Systems and Management Research , 3(1), 1-13. Kenny, C. (2015). Pozitif Düşünmenin Ekonomik Gücü. Bloomberg Businessweek Türkiye, 18-24 Ocak, 20-21.
  • Kwon. M., Kim. D-J., Cho. H. & Yang. S. (2013). The Smartphone Addiction Scale: Development and Validation of a Short Version for Adolescents, PLOS ONE, 8(12), 1-7.
  • Lazar, J., Feng, J. H. & Hochheiser, H. (2010). Research methods in human-coumputer interaction (2nd Ed.). John Wiley & Sons.
  • Lyubomirsky, S. (2007). The How of Happines, New York: The Penguin Press.
  • Metin. B., Pehlivan. R.& Tarhan. N. (2017). Realiability And Validity Of Uskudar Fear Of Missing Out Scale, The Journal Of Neurobehavıoral Sciences, 4(2), 43-46.
  • Pine, B.J. II & Gilmore, J.H. (1998). Welcome to the experience economy, Harvard Business Review, 76, pp. 97-105.
  • Puleston, J. (2014). Gamification of Market Research, Social Media, Sociality and Survey.
  • Salehie, M., Pasquale, L., Omoronyia, I., Ali, R. & Nuseibeh, B. (2012) Requirements-driven adaptive security: Protecting variable assets at runtime, 20th IEEE International Requirements Engineering Conference (RE), IEEE, 111-120.
  • Sarıca, H., Kahya Özyirmidokuz, E. & Özbakır, L. (2021). Dijital bağımlılık ve FoMo, kişilik faktörleri ve mutluluk ile ilişkisi: Üniversite öğrencileri ile bir uygulama. Bağımlılık Dergisi , 22(4), 379-394. Saunders, M., Lewis, P. & Thornhill, A., (2009). Research Methods for Business Students (5th Ed.). Research Policy: Pearson Education.
  • Seligman, M. (2018). PERMA and the building blocks of well-being, The Journal of Positive Psychology, 13( 4), 333-335. Shahri, A., Hosseini, M., Ali, R. & Dalpiaz, F. (2014). Gamification for volunteer cloud computing, 2014 IEEE/ACM 7th International Conference on Utility and Cloud Computing, IEEE, 616-617.
  • Shaw, C. & Ivens, J. (2005). Building Great Customer Experiences, Palgrave Macmillan, Basingstoke.
  • Smith, K., Biley, F. (1997). Understanding grounded theory: principles and evaluation, Nurse researcher, 4(3), 17-30.
  • Snijders, R., Dalpiaz, F., Brinkkemper, S., Hosseini, M., Ali, R. & Ozum, A. (2015). REfine: A gamified platform for participatory requirements engineering, Crowd-Based Requirements Engineering (CrowdRE), 2015 IEEE 1st International Workshop on, IEEE, 1-6.
  • Snijders, R., Dalpiaz, F., Hosseini, M., Shahri, A. & Ali, R. (2014). Crowd-centric requirements engineering, 2014 IEEE/ACM 7th International Conference on Utility and Cloud Computing, IEEE, 614-615.
  • Tayfun D. & Sapmaz F. (2012). Oxford Mutluluk Ölçeği Türkçe formunun psikometrik özelliklerinin üniversite öğrencilerinde incelenmesi. Dusunen Adam, 25(4), 297–304.
  • Teixeira, J., Patricio, L., Nunes, N.J., No´brega, L., Fisk, R.P. & Constantine, L. (2012). Customer experience modeling: from customer experience to service design, Journal of Service Management 23(3), pp. 362-376.
  • Uyar, K. & Kahya Özyirmidokuz, E. (2020). Sosyal media pazarlaması ve analitiği. İşletmelerde Güncel Yaklaşımlar (pp.441-472), Nobel. Yoo. K-H. & Gretzel. U. (2011). Influence of personality on travel-related consumer-generated media creation, Computers in Human Behavior, 27, 609-621.
There are 39 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Esra Kahya Özyirmidokuz 0000-0001-8255-1313

Kumru Uyar 0000-0002-2604-5317

Project Number 116E676
Early Pub Date March 28, 2022
Publication Date March 30, 2022
Submission Date December 8, 2021
Acceptance Date March 28, 2022
Published in Issue Year 2022 Volume: 7 Issue: IMISC2021 Special Issue

Cite

APA Kahya Özyirmidokuz, E., & Uyar, K. (2022). MUTLU PAZARLAMA YAZILIM GEREKSİNİMLERİ ANALİZİ. Journal of Research in Business, 7(IMISC2021 Special Issue), 148-164. https://doi.org/10.54452/jrb.1033300