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Bilinçli Farkındalık Mobil Uygulamalarında Oyunlaştırma: Ödüllerin Satın Alma Niyetine Etkileri

Year 2023, Volume: 10 Issue: 1, 125 - 142, 02.01.2023

Abstract

Teknolojinin yaygın kullanımı, mobil uygulamaların insan refahını geliştirmesine yönelik ilgiyi artırmaktadır. Dijitalleşen dünyada, oyunlaştırma, mobil uygulamalara adapte edilmektedir. Oyunlaştırma ve bilinçli farkındalık mobil uygulamalarına yönelik artan ilgiyle birleştiğinde, oyunlaştırmanın bilinçli farkındalık mobil uygulamaları üzerindeki etkileri akademisyenler ve uygulayıcılar arasında merak uyandırmaktadır. Ancak bu konuda literatür henüz başlangıç aşamasındadır. Bu çalışma, ödüllerin satın alma niyetini nasıl etkilediğini ortaya çıkararak, farkındalık mobil uygulamalarında oyunlaştırmanın daha iyi anlaşılmasını amaçlamaktadır. Bilinçli farkındalık mobil uygulama kullanıcıları ile derinlemesine görüşmeler ve odak grup çalışması yapılarak veriler toplanmıştır. Çalışmanın bulgularına içerik analizi yöntemi ile ulaşılmıştır. Bulgular ödüllerin, satın alma niyeti davranışları üzerinde etkili olması beklenen eğlence, sosyal etkileşim ve insan-bilgisayar etkileşimine yol açtığını ortaya koymaktadır. Çalışmanın, gelecekteki modeller için ampirik bir temel sağlamaya yönelik ilk girişimlerden biri olmasının yanı sıra, çalışma bulgularının ayrıca, iş uygulamalarında daha iyi müşteri deneyimi için oyunlaştırma üzerine gelecekteki araştırmalara rehberlik etmesi beklenmektedir.

References

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Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention

Year 2023, Volume: 10 Issue: 1, 125 - 142, 02.01.2023

Abstract

Technology's widespread use has sparked interest in how mobile applications might enhance human well-being. In the digitalized environment, gamification has been adapted to mobile applications. Coupled with the increasing concern toward gamification and well-being mobile applications, the effects of gamification on mindfulness mobile applications are now of burgeoning interest among scholars and practitioners. However, literature is still in its introductory stages. This study attempted to explain gamification in mindfulness mobile applications by examining how rewards influence purchasing intentions. In-depth interviews and focus groups are conducted among users and data is analyzed via content analyses. Findings reveal that rewards lead to enjoyment, social interaction, and interactivity, which affects purchase intention. Apart from being one of the first attempts to provide an empirical basis for future models, findings of the current study are also expected to guide future research on gamification for better customer experience in business practices.

References

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  • Boendermaker, W. J., Prins, P. J. M., & Wiers, R. W. (2015). Cognitive Bias Modification for adolescents with substance use problems – Can serious games help? Journal of Behavior Therapy and Experimental Psychiatry, 49(December), 13–20. https://doi.org/10.1016/j.jbtep.2015.03.008
  • Bunchball, I. (2010). Gamification 101: an introduction to the use of game dynamics to influence behavior. White Paper. Available online at: http://www.bunchball.com/sites/default/files/downloads/gamification101.pdf (accessed June 22, 2022).
  • Cafazzo, J. A., Casselman, M., Hamming, N., Katzman, D. K., & Palmert, M. R. (2012). Design of an mHealth App for the Self-management of Adolescent Type 1 Diabetes: A Pilot Study. Journal of Medical Internet Research, 14(3), e70. https://doi.org/10.2196/jmir.2058
  • Carson, D., Gilmore, A., Perry, C., & Gronhaug, K. (2001). Qualitative marketing research (First Edit).
  • Cechetti, N. P., Andrei, E., Biduski, D., Pedro, J., Rodriguez, M., Klein, M., Carolina, A., & Marchi, B. De. (2019). Telematics and Informatics Developing and implementing a gamification method to improve user engagement : A case study with an m-Health application for hypertension monitoring. Telematics and Informatics, 41(December 2018), 126–138. https://doi.org/10.1016/j.tele.2019.04.007
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  • Chiu, C., Hsu, M., & Wang, E. T. G. (2006). Understanding knowledge sharing in virtual communities : An integration of social capital and social cognitive theories. 42, 1872–1888. https://doi.org/10.1016/j.dss.2006.04.001
  • Christie, G. I., Shepherd, M., Merry, S. N., Hopkins, S., Knightly, S., & Stasiak, K. (2019). Gamifying CBT to deliver emotional health treatment to young people on smartphones. Internet Interventions, 18, 100286. https://doi.org/10.1016/j.invent.2019.100286
  • Dennis, T. A., & O’Toole, L. J. (2014). Mental Health on the Go: Effects of a Gamified Attention Bias Modification Mobile Application in Trait Anxious Adults. Clinical Psychological Science, 2(5), 576–590. https://doi.org/10.1177/2167702614522228
  • Deterding, S. (2015). The Lens of Intrinsic Skill Atoms: A Method for Gameful Design. Human–Computer Interaction, 30(3–4), 294–335. https://doi.org/10.1080/07370024.2014.993471
  • Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: Defining “gamification.” Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments, MindTrek 2011, September, 9–15. https://doi.org/10.1145/2181037.2181040
  • Di Bitonto, P., Corriero, N., Pesare, E., Rossano, V., & Roselli, T. (2014). Training and Learning in e-Health Using the Gamification Approach: The Trainer Interaction (pp. 228–237). https://doi.org/10.1007/978-3-319-07446-7_22
  • Dias, L. P. S., Barbosa, J. L. V., & Vianna, H. D. (2018). Gamification and serious games in depression care: A systematic mapping study. Telematics and Informatics, 35(1), 213–224. https://doi.org/10.1016/j.tele.2017.11.002
  • Elo, S., & Kyngäs, H. A. (2008). The qualitative content analysis process. Journal of Advanced Nursing, 62 1, 107–115.
  • Fish, M. T., & Saul, A. D. (2019). The Gamification of Meditation: A Randomized-Controlled Study of a Prescribed Mobile Mindfulness Meditation Application in Reducing College Students’ Depression. Simulation & Gaming, 50(4), 419–435. https://doi.org/10.1177/1046878119851821
  • Floh, A., & Madlberger, M. (2013). Electronic Commerce Research and Applications The role of atmospheric cues in online impulse-buying behavior. 12, 2012–2014.
  • Freelon, D. G. (2010). ReCal : Intercoder Reliability Calculation as a Web Service. 5(1), 20–33.
  • Freelon, D. G. (2013). ReCal OIR : Ordinal , Interval , and Ratio Intercoder Reliability as a Web Service. 8(1), 10–16.
  • Hall, M., Caton, S. J., & Weinhardt, C. (2013). Online Communities and Social Computing (A. A. Ozok & P. Zaphiris (eds.); Vol. 8029, Issue August 2014). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-39371-6
  • Hamari, J. 2013. Transforming Homo Economicus into Homo Ludens: A Field Experiment on Gamification in a Utilitarian Peer-to-Peer Trading Service, Electronic Commerce Research and Applications, 12(4), 236-245. https://doi.org/10.1016/j.elerap.2013.01.004
  • Hamari, J., & Koivisto, J. (2013). Social Motivations To Use Gamification : An Empirical Study Of Gamifying Exercise.
  • Hamari, J., & Koivisto, J. (2015). “Working out for likes”: An empirical study on social influence in exercise gamification. Computers in Human Behavior, 50, 333–347. https://doi.org/10.1016/j.chb.2015.04.018
  • Hamouda, M. (2021). Purchase intention through mobile applications : a customer experience lens. https://doi.org/10.1108/IJRDM-09-2020-0369
  • Harwood, T., & Garry, T. (2015). An investigation into gamification as a customer engagement experience environment. Journal of Services Marketing, 29(6/7), 533–546. https://doi.org/10.1108/JSM-01-2015-0045
  • Hassan, L., & Hamari, J. (2019). Gamification of E-Participation : A Literature Review Gamification of E-Participation : A Literature Review. January. https://doi.org/10.24251/HICSS.2019.372
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There are 71 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Articles
Authors

Gözde Tanrıkulu 0000-0003-4305-3076

Banu Demirel 0000-0002-2487-0313

Publication Date January 2, 2023
Submission Date August 4, 2022
Published in Issue Year 2023 Volume: 10 Issue: 1

Cite

APA Tanrıkulu, G., & Demirel, B. (2023). Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention. Optimum Ekonomi Ve Yönetim Bilimleri Dergisi, 10(1), 125-142.
AMA Tanrıkulu G, Demirel B. Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention. OJEMS. January 2023;10(1):125-142.
Chicago Tanrıkulu, Gözde, and Banu Demirel. “Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention”. Optimum Ekonomi Ve Yönetim Bilimleri Dergisi 10, no. 1 (January 2023): 125-42.
EndNote Tanrıkulu G, Demirel B (January 1, 2023) Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 10 1 125–142.
IEEE G. Tanrıkulu and B. Demirel, “Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention”, OJEMS, vol. 10, no. 1, pp. 125–142, 2023.
ISNAD Tanrıkulu, Gözde - Demirel, Banu. “Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention”. Optimum Ekonomi ve Yönetim Bilimleri Dergisi 10/1 (January 2023), 125-142.
JAMA Tanrıkulu G, Demirel B. Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention. OJEMS. 2023;10:125–142.
MLA Tanrıkulu, Gözde and Banu Demirel. “Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention”. Optimum Ekonomi Ve Yönetim Bilimleri Dergisi, vol. 10, no. 1, 2023, pp. 125-42.
Vancouver Tanrıkulu G, Demirel B. Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention. OJEMS. 2023;10(1):125-42.

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