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

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

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. 

Kaynakça

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Investor and Portfolio Differences Between Generations in Turkish Capital Markets

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

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. 

Kaynakça

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  • Agarwal, R., & Karahanna, E. (2000). Time flies when you’re having fun: cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665-694.
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
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  • Birch, H. (2013). Motivational effects of gamification of piano instruction and practice. Unpublished Master’s Thesis. University of Toronto (Canada).
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Toplam 122 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Bahman Huseynli 0000-0001-8139-3712

Zehra Bozbay 0000-0002-2728-8003

Yayımlanma Tarihi 28 Aralık 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 47 Sayı: 1

Kaynak Göster

APA Huseynli, B., & Bozbay, Z. (2018). Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 47(1), 64-87.
AMA Huseynli B, Bozbay Z. Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi. İstanbul Üniversitesi İşletme Fakültesi Dergisi. Aralık 2018;47(1):64-87.
Chicago Huseynli, Bahman, ve Zehra Bozbay. “Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna Ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi”. İstanbul Üniversitesi İşletme Fakültesi Dergisi 47, sy. 1 (Aralık 2018): 64-87.
EndNote Huseynli B, Bozbay Z (01 Aralık 2018) Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi. İstanbul Üniversitesi İşletme Fakültesi Dergisi 47 1 64–87.
IEEE B. Huseynli ve Z. Bozbay, “Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi”, İstanbul Üniversitesi İşletme Fakültesi Dergisi, c. 47, sy. 1, ss. 64–87, 2018.
ISNAD Huseynli, Bahman - Bozbay, Zehra. “Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna Ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi”. İstanbul Üniversitesi İşletme Fakültesi Dergisi 47/1 (Aralık 2018), 64-87.
JAMA Huseynli B, Bozbay Z. Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi. İstanbul Üniversitesi İşletme Fakültesi Dergisi. 2018;47:64–87.
MLA Huseynli, Bahman ve Zehra Bozbay. “Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna Ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi”. İstanbul Üniversitesi İşletme Fakültesi Dergisi, c. 47, sy. 1, 2018, ss. 64-87.
Vancouver Huseynli B, Bozbay Z. Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi. İstanbul Üniversitesi İşletme Fakültesi Dergisi. 2018;47(1):64-87.