Year 2016, Volume 2 , Issue 3, Pages 15 - 25 2016-12-27

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

Mehmet YÜKSEL [1] , Ahmet DURMAZ [2]


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.

Gamification, Social Influence, Reciprocal Benefit, Network Exposure, Purchase Intention.
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Journal Section Articles
Authors

Author: Mehmet YÜKSEL

Author: Ahmet DURMAZ

Dates

Publication Date : December 27, 2016

Bibtex @research article { aeusbed281979, journal = {Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi}, issn = {2149-0767}, address = {}, publisher = {Ahi Evran University}, year = {2016}, volume = {2}, pages = {15 - 25}, doi = {}, title = {The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work?}, key = {cite}, author = {YÜKSEL, Mehmet and DURMAZ, Ahmet} }
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 . Retrieved from https://dergipark.org.tr/en/pub/aeusbed/issue/26794/281979
MLA 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 2 (2016 ): 15-25 <https://dergipark.org.tr/en/pub/aeusbed/issue/26794/281979>
Chicago 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 2 (2016 ): 15-25
RIS TY - JOUR T1 - The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work? AU - Mehmet YÜKSEL , Ahmet DURMAZ Y1 - 2016 PY - 2016 N1 - DO - T2 - Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi JF - Journal JO - JOR SP - 15 EP - 25 VL - 2 IS - 3 SN - 2149-0767- M3 - UR - Y2 - 2016 ER -
EndNote %0 Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work? %A Mehmet YÜKSEL , Ahmet DURMAZ %T The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work? %D 2016 %J Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi %P 2149-0767- %V 2 %N 3 %R %U
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 (December 2016): 15-25 .
AMA 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.
Vancouver 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): 25-15.