The Effect of Online Games on Vacation Purchase Intention

Abstract

Advancements in technology have also influenced the game industry. Especially Covid-19 restrictions forced people to stay home and this lead to an increase in the interest in online games. As a result of this, it is estimated that there are 2,6 billion gamers throughout the world. Online games usually contain the structure of real places or metaverses. Therefore, this study focuses on the influence of real place experiences, communication and addiction in online games on users' intention to purchase a vacation. The study utilized a quantitative method and data was collected through a survey. A questionnaire form derived from previous literature was filled by 750 participants. A literature review was conducted in the first part of the study. In the second part relationships between variables are examined through the structural equation method. Findings revealed that communication, addiction and experience factors have a significant positive impact on vacation purchase intention. Therefore, the proposed model was accepted. 

Keywords

• Online games
• Vacation purchase intention
• Structural equation modeling

Çevrimiçi Oyunların Tatil Satın Alma Niyetine Etkisi

Öz

Teknolojide yaşanan ilerlemeler ile birlikte online oyun endüstrisi de son yıllarda ciddi bir gelişim göstermiştir. Özellikle Covid-19 pandemisi döneminde karantina süreçlerinin başlamasıyla birlikte online oyunlara olan ilgi daha da artmış ve dünya genelinde online oyuncu sayısı yaklaşık 2,6 milyara ulaşmıştır. Online oyunlar içerisinde birebir aynı veya çok benzer şekilde gerçek mekanlar da kullanılmaktadır. Bu araştırmanın çıkış noktasını da online oyunlarda yer alan gerçek mekanların yarattığı deneyimin, online oyunlar üzerinden kurulan iletişimin ve online oyun bağımlılığının tatil satın alma niyeti yaratıp yaratmadığının incelenmesi oluşturmaktadır Nicel yöntemin kullanıldığı bu araştırmada veriler anket tekniği ile toplanmıştır. Alanyazında yer alan çalışmalara dayanan anket formu 750 katılımcıya uygulanmıştır. Araştırmanın ilk bölümünde ilgili alanyazın taranmış, ikinci bölümünde ise yapısal eşitlik modellemesi kurularak ilişkiler incelenmiştir. Araştırma sonucunda online oyunlara yönelik iletişim, bağımlılık ve deneyim faktörlerinin tatil satın alma niyeti üzerinde istatistiksel olarak anlamlı ve pozitif yönlü bir etkisi olduğu tespit edilmiştir. Buradan hareketle önerilen model kabul edilmiştir.

Anahtar Kelimeler

• Çevrimiçi oyunlar
• Tatil satın alma niyeti
• Yapısal eşitlik modellemesi

Kaynakça

1. Adamus, T. (2012). Playing Computer Games as Electronic Sport: In Search of a Theoretical Framework for a New Research Field. İçinde; J. Fromme ve A. Unger (Editörler) Computer Games and New Media Cultures (ss. 477-490). Dordrecht: Springer.
2. Alagöz, S. ve Güler, B. (2018). Bilgisayar Oyunlarında Ürün Yerleştirmeye Yönelik Tüketici Tutumu ve Satın Alma Niyeti Arasındaki İlişki, Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Dergisi, 15 (2): 479- 500.
3. Aymankuy, Y., Soydaş, M.E. ve Saçlı, Ç. (2013). Sosyal Medya Kullanımının Turistlerin Tatil Kararlarına Etkisi: Akademik Personel Üzerinde Bir Uygulama, International Journal of Human Sciences, 10 (1): 376- 397.
4. Badrinarayanan, V., Sierra, J. ve Martin, K. (2015). A Dual Identification Framework of Online Multiplayer Video Games: The case of massively Multiplayer Online Role Playing Games (MMORPGs), Journal of Business Research, 68 (5): 1045- 4052.
5. Balakrishnan, J. ve Griffiths, M. (2018). Loyalty Towards Online Games, Gaming Addiction, and Purchase Intention Towards Online Mobile in Game Features, Computers in Human Behavior, 87: 238- 246.
6. Buhalis, D. ve Law, R. (2008). Progress in Information Technology and Tourism Management: 20 Years on and 10 years After the Internet - The State of eTourism Research, Tourism Management, 29 (4): 609- 623.
7. Büyükbaykal, C. I. ve Cansabuncu, İ. A. (2020). Türkiye’de Yeni Medya Ortamı ve Dijital Oyun Olgusu, Yeni Medya Elektronik Dergisi, 4 (1): 1- 9.
8. Chen, L. L. (2010). The Impact of Perceived Risk, Intangibility and Consumer Characteristics on Online Game Playing, Computers in Human Behavior, 26 (6): 1607- 1613.

9. Chen, T. (2015). Online Games, Computers in Entertainment, 11 (4): 1- 26.
10. Choi, B., Lee, I., Choi, D. ve Kim, J. (2007). Collaborate and Share: An Experimental Study of the Effects of Task and Reward Interdependencies in Online Games, CyberPsychology & Behavior, 10 (4): 591- 595.
11. Deleuze, J., Christiaens, M., Nuyens, F. ve Billieux, J. (2017). Shoot at first sight! First Person Shooter Players Display Reduced Reaction Time and Compromised Inhibitory Control in Comparison to Other Video Game Players, Computers in Human Behavior, 72: 570- 576.
12. Dindar, M. ve Akbulut, Y. (2014). Motivational Characteristics of Turkish MMORPG Players, Computers in Human Behavior, 33: 119- 125.
13. Dubois, L. E. ve Gibbs, C. (2018). Video Game Induced Tourism: A New Frontier for Destination Marketers, Tourism Review, 73 (2): 186- 198. Elsayeh, Y. (2020). Investigating the Effectiveness of Applying Mobile Advergames in Tourism Marketing - An Exploratory Study about Egypt, International Journal of Research in Tourism and Hospitality, 6 (2): 21-32.
14. Funk, D., Pizzo, A. ve Baker, B. (2018). Esport management: Embracing Esport Education and Research Opportunities, Sport Management Review, 21 (1): 7- 13.
15. Gong, X., Zhang, K., Chen, C., Cheung, C. ve Lee, M. (2020). Antecedents and Consequences of Excessive Online Social Gaming: a Social Learning Perspective, Information Technology & People, 33 (2): 667- 688.
16. Gray, P., Vuong, J., Zava, D. ve McHale, T. (2018). Testing Men's Hormone Responses to Playing League of Legends: No Changes in Testosterone, Cortisol, DHEA Or Androstenedione But Decreases in Aldosterone, Computers in Human Behavior, 83: 230- 234.
17. Hamari, J. ve Sjöblom, M. (2017). What is E-sports and Why Do People Watch It?, Internet Research, 27 (2): 211- 232.
18. Hsu, C. L. ve Lu, H.P. (2004). Why Do People Play Online Games: An Extended TAM with Social Influences and Flow Experience, Information & Management, 41 (7): 853- 868.
19. Hsu, S., Wen, M. H. ve Wu, M. C. (2009). Exploring User Experiences as Predictors of MMORPG Addiction, Computers & Education, 53 (3): 990- 999.
20. Hussain, Z., Williams, G. ve Griffiths, M. (2015). An Exploratory Study of the Association between Online Gaming Addiction and Enjoyment Motivations for Playing Massively Multiplayer Online Role Playing Games, Computers in Human Behavior, 50: 221- 230.
21. Hyeong, J., Choi, K., Lee, J. ve Pyo, T. H. (2020). For Whom Does a Game Update: Players' Status Contingent Gameplay on Online Games Before and After an Update, Decision Support Systems, 139: 1- 11.
22. Jonasson, K. ve Thiborg, J. (2010). Electronic Sport and Its Impact on Future Sport, Sport in Society, 13 (2): 287- 299.
23. Kindermann, H., Javor, A. ve Reuter, M. (2016). Playing Counter Strike Versus Running: The Impact of Leisure Time Activities and Cortisol on Intermediate Term Memory in Male Students, Cognitive Systems Research, 40: 1- 7.
24. Lacka, E. (2020). Assessing the Impact of Full-Fledged Location-Based Augmented Reality Games on Tourism Destination Visits, Current Issues in Tourism, 23 (3): 345- 357.
25. Lee, M. C. (2009). Understanding the Behavioural Intention to Play Online Games: An Extension of the Theory of Planned Behaviour, Online Information Review, 33 (5): 849- 872.
26. Lee, S., Suh, Y., Kim, J. ve Lee, K. (2004). A Cross-national Market Segmentation of Online Game Industry Using SOM, Expert Systems with Applications, 27 (4): 559- 570.
27. Liao, G. Y., Pham, T., Cheng, T. ve Teng, C. I. (2020). How Online Gamers’ Participation Fosters Their Team Commitment: Perspective of Social Identity Theory, International Journal of Information Management, 52: 1- 12.
28. Meagher, K. ve Teo, E. (2005). Two-part Tariffs in the Online Gaming Industry: The role of Creative Destruction and Network Externalities, Information Economics and Policy, 17 (4): 457- 470.
29. Özhasar, Y., Oğuz, Y.E. ve Yılmaz, V. (2020). Instagram Bağımlılığının Tatil Satın Alma Niyetine Etkisi: Esogü Turizm Fakültesi Öğrencileri Örneği, Safran Kültür ve Turizm Araştırmaları Dergisi, 3 (1): 39- 55.
30. Peng, H., Sun, Y. ve Wu, H. (2009). Analysis of Subscription Characteristics and User Mobility in Different Types of MMORPGs, The Journal of China Universities of Posts and Telecommunications, 16 (6): 121- 128.
31. Pietro, L. ve Pantano, E. (2013). Social Network Influences on Young Tourists: An Exploratory Analysis of Determinants of the Purchasing Intention, Journal of Direct, Data and Digital Marketing Practice, 15: 4- 19.
32. Reer, F. ve Krämer, N. (2014). Underlying Factors of Social Capital Acquisition in the Context of Online Gaming: Comparing World of Warcraft and Counter Strike, Computers in Human Behavior, 36: 179- 189.
33. Shin, S.J., Jeong, D., ve Park, E. (2021). Effects of conflicts on outcomes: The case of multiplayer online games, Entertainment Computing, 38: 1- 5.
34. Statista. (2020). Online Games, https://www.statista.com/outlook/212/100/online-games/worldwide, Erişim tarihi: 27 Aralık 2020
35. Teng, C. I. (2017). Impact of Avatar Identification on Online Gamer Loyalty: Perspectives of Social Identity and Social Capital Theories, International Journal of Information Management, 37 (6): 601- 610.
36. Trepte, S., Reinecke, L. ve Juechems, K. (2012). The Social Side of Gaming: How Playing Online Computer Games Creates Online and Offline Social Support, Computers in Human Behavior, 28 (3): 832- 839.
37. Wu, P., Yeh, G. Y. ve Hsiao, C. R. (2011). The Effect of Store Image and Service Quality on Brand Image and Purchase Intention for Private Label Brands, Australasian Marketing Journal, 19 (1): 30- 39.
38. Yung, R. ve Khoo-Lattimore, C. (2019). New Realities: A Systematic Literature Review on Virtual Reality and Augmented Reality in Tourism Research, Current Issues in Tourism, 22 (17): 2056- 2081.
39. Zeren, D. ve Paylar, Ö. (2016). Bilgisayar Oyunlarında Ürün Yerleştirme: Pro Evolution Soccer (Pes) 2015 Örneği, Online Academic Journal of Information Technology, 7 (24): 51- 67.