The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work?

Mehmet Yüksel; Ahmet Durmaz

The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work?

Öz

Companies try to be innovative in their relationships with customers. As organizations seek new ways to differentiate themselves and to have more market share, gamification has emerged as a new concept in their marketing efforts. Many third-party organizations now utilize gamified services which grasp the attention and interest of many potential customers with its game-like features. These services form the basis of our research in understanding how people react to such gamified experience. In order to gather data, survey method was implemented to people who reside in Istanbul, use gamified websites, applications and mostly under 25 years old. Results implicate that there is strong correlation between users’ attitude towards gamification and their purchase intention regarding the product which advertised in these gamified services. This paper contributes to literature in a unique way in which a connection between purchase intention and attitude towards gamification is proposed. Additionally, it is the first empirical gamification research made in Turkey.

Anahtar Kelimeler

Gamification,Social Influence,Reciprocal Benefit,Network Exposure,Purchase Intention.

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Mehmet Yüksel

Ahmet Durmaz Bu kişi benim

Yayımlanma Tarihi

27 Aralık 2016

Gönderilme Tarihi

28 Aralık 2016

Kabul Tarihi

19 Aralık 2016

Yayımlandığı Sayı

Yıl 2016 Cilt: 2 Sayı: 3

IZ

https://izlik.org/JA95XP72LT

Kaynak Göster

RIS / Bibtex

APA

Yüksel, M., & Durmaz, A. (2016). The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work? Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 2(3), 15-25. https://izlik.org/JA95XP72LT

AMA

1.Yüksel M, Durmaz A. The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work? Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2016;2(3):15-25. https://izlik.org/JA95XP72LT

Chicago

Yüksel, Mehmet, ve Ahmet Durmaz. 2016. “The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work?”. Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 2 (3): 15-25. https://izlik.org/JA95XP72LT.

EndNote

Yüksel M, Durmaz A (01 Aralık 2016) The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work? Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 2 3 15–25.

IEEE

[1]M. Yüksel ve A. Durmaz, “The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work?”, Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, c. 2, sy 3, ss. 15–25, Ara. 2016, [çevrimiçi]. Erişim adresi: https://izlik.org/JA95XP72LT

ISNAD

Yüksel, Mehmet - Durmaz, Ahmet. “The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work?”. Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 2/3 (01 Aralık 2016): 15-25. https://izlik.org/JA95XP72LT.

JAMA

1.Yüksel M, Durmaz A. The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work? Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2016;2:15–25.

MLA

Yüksel, Mehmet, ve Ahmet Durmaz. “The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work?”. Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, c. 2, sy 3, Aralık 2016, ss. 15-25, https://izlik.org/JA95XP72LT.

Vancouver

1.Mehmet Yüksel, Ahmet Durmaz. The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work? Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi [Internet]. 01 Aralık 2016;2(3):15-2. Erişim adresi: https://izlik.org/JA95XP72LT