POTANSİYELİ KEŞFETMEK: MÜŞTERİ BAĞLILIĞI VE ONLINE ALIŞVERİŞ MOTİVASYONUNUN MMO OYUNCULARININ DAHA FAZLA ÖDEME İSTEKLİLİĞİ ÜZERİNDEKİ ARACILIK ETKİSİ

Year 2025, Volume: 20 Issue: 63, 31 - 54, 27.01.2025

Selim Çam

https://doi.org/10.14783/maruoneri.1471747

Abstract

Bu çalışma, MMO oyuncularının bağımlılık düzeylerinin ödeme isteklilikleri üzerindeki etkisini araştırmayı amaçlamaktadır. Bu etki, çevrimiçi alışveriş motivasyonu ve müşteri bağlılığı değişkenlerinin aracılığı ile incelenmektedir. Çevresel faktörlerin ödeme istekliliği üzerindeki etkisi, bağımlılık seviyesi sabit kalsa bile, çevrimiçi alışveriş motivasyonu ve müşteri bağlılığı ile araştırılmıştır. Online oyun katılımcılarının tutum ve algılarına ilişkin veriler çevrimiçi anket aracılığıyla toplanmıştır. Çalışmaya dahil edilen katılımcı sayısı 772 kişi olarak belirlenmiştir. Bu örneklem büyüklüğüne göre çalışmanın gücü %96,5 olarak hesaplanmıştır. Katılımcıların demografik özellikleri açıklandıktan sonra analizler YEM ile gerçekleştirilmiştir. Sonuçlar, ödeme istekliliğinin çevrimiçi oyun bağımlılığı seviyesinden etkilendiğini doğrulamaktadır. Online alışveriş motivasyonları arasında erken benimseme, uyarım arayışı ve müşteri bağlılığı değişkenleri hem ayrı ayrı hem de birlikte tüketicilerin ödeme istekliliğini artırmaktadır. Bu makale, MMO oyuncularının satın alma ve ödeme davranışlarını inceleyerek, giderek artan sayıda çevrimiçi oyuncunun davranışları hakkında net bir görüş sunmaktadır.

Keywords

Çevrimiçi Oyun Bağımlılığı, Yapısal Eşitlik Modeli, Daha Fazla Ödeme İstekliliği, MMO Oyunlar, Müşteri Bağlılığı, Tüketici Davranışı

Ethical Statement

Sivas Cumhuriyet Üniversitesi Sosyal Bilimler Bilimsel Araştırma Önerileri Etik Değerlendirme Kurulu'ndan 23.11.2023 tarih ve 2023/13 sayılı karar ile etik kurul onayı alınmıştır.

UNLOCKING THE POTENTIAL: MEDIATING EFFECT OF CUSTOMER ENGAGEMENT AND ONLINE SHOPPING MOTIVATION ON MMO PLAYERS' WILLINGNESS TO PAY MORE

Abstract

This study aims to investigate the effect of MMO players' addiction levels on their willingness to pay. It examines this effect by mediating online shopping motivation and customer engagement variables. The impact of environmental factors on willingness to pay, even when the level of dependency remains fixed, has been investigated with online shopping motivation and customer engagement. We collected data on the attitudes and perceptions of online game participants through a questionnaire. Data suitable for the study were obtained from 772 people. According to this sample size, the power of the study was calculated as 96.5%. After the participants' demographics were explained, the analyses were performed with SEM. The results confirm that willingness to pay is affected by the level of online game addiction. Among online shopping motivations, early adoption, stimulation-seeking, and customer engagement variables, both separately and together, increase consumers' willingness to pay. This paper provides a clear view on behaviour of an increasing number of online gamers by examining the purchasing and payment behaviour of MMO players.

Keywords

Online Game Addiction, Structural Equation Model, Willingness to Pay More, MMO Games, Customer Engagement, Consumer Behaviour

Ethical Statement

Ethics committee approval was obtained from the Social Sciences Scientific Research Proposal Ethical Evaluation Board of Sivas Cumhuriyet University with the decision dated 23.11.2023 and numbered 2023/13

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