Pokemon Go Oyuncularının Mikroişlemleri Kullanarak Oyun İçi Satın Alma Niyetlerini Etkileyen Motivasyonları

Öz

Son on yılda, oyun endüstrisi tek seferlik ücret ve abonelik tabanlı gelir modellerinden mikroişlemlere sahip freemium oyunlara doğru bir dönüşüme uğramıştır. Ancak, oyun tabanını mikroişlemlerle boğmak, oyuncuların hayal kırıklığına uğramasına, işlemlere, diğer oyuncalara ve hatta oyun geliştiricilerine karşı direnç göstermesine sebep olabilme potansiyeline sahiptir. Oyuncuların sanal ürün satın almalarının ardındaki motivasyonları anlamak, oyun geliştiricilerinin tekliflerini kişiselleştirmeleri ve satışları artırarak iş sürdürülebilirliğini sağlamaları için çok önemlidir. Bu keşifsel çalışma, mikroişlemleri kullanarak Pokemon GO oyuncularının oyun içi satın alma niyetlerini etkileyen motivasyonları anlamayı amaçlamaktadır. Amaca yönelik olarak İzmir, Türkiye’de Pokemon GO Topluluk Günü etkinliğine katılan 28 Pokemon GO oyuncusu ile yarı yapılandırılmış görüşmeler yapılmıştır. Toplanan veriler, tümdengelimli içerik analizi yöntemiyle analiz edilmiştir. Sonuçlar, birçok motivasyonun diğer oyunlarlaa benzer olmasına rağmen, Pokemon GO'nun benzersiz oyun tarzının oyun/tasarım amacı uyumsuzluğu, fiziksel erişim, kıtlık, keyif beklentisi ve mekansal yakınlık/uzak erişim gibi yeni motivasyonlar ortaya çıkardığını ortaya koymuştur. Ek olarak, tüketim değeri teorisinin bileşenlerinin oyun içi satın alma kararlarında önemli bir rol oynadığı bulunmuştur. Kaçırma Korkusu (FOMO) da önemli bir faktör olarak tanımlanmış ve birçok oyuncunun deneyimleri, etkinlikleri veya özel Pokemon'ları kaçırmamak için satın almalar yaptığı ortaya konmuştur. Bu araştırma, artırılmış gerçeklik oyununun oyuncu tabanının mikroişlemlerle ilgili motivasyonlarını inceleyen ilk araştırma olup, oyuncu davranışı ve satın alma niyetleri hakkında yeni içgörüler sunmaktadır.

Anahtar Kelimeler

• Mikroişlemler
• Oyun endüstrisi
• Oyun içi satın alma motivasyonları
• Pokemon GO
• Tüketim Değer Teorisi

Motivators Affecting Pokemon Go Players' In-Game Purchase Intentions Using Microtransactions

Öz

In the last decade, gaming industry started seeing a rapid transformation from one-time charge and subscription based revenue models to freemium games with microtransactions. However, overwhelming the player base with microtransactions can lead to player frustration and resistance against the transactions, other players, and developers. Understanding the motivations behind gamers' purchases of virtual goods is crucial for game developers to tailor their offerings and increase sales, thus ensuring business sustainability. This exploratory study aims to understand the motivators influencing Pokemon GO players’ in-game purchase intentions using microtransactions. Semi-structured interviews were conducted with 28 Pokemon GO players attending the Pokemon GO Community Day event in Izmir, Türkiye. The gathered data was analyzed using deductive content analysis. The results revealed that while many motivations are similar to other games, Pokemon GO’s unique gameplay style introduced new motivations such as game/design purpose misalignment, physical access, scarcity, enjoyment expectancy, and spatial proximity/distant access. Additionally, the components of consumption value theory were found significant role player in in-game purchase decisions. Fear of Missing Out (FOMO) was also identified as a significant factor, with many players making purchases to avoid missing out on experiences, events, or exclusive Pokemon. This research is the first to explore the motivations of an augmented reality game's player base regarding microtransactions, offering new insights into player behavior and purchase intentions.

Anahtar Kelimeler

• Microtransactions
• Gaming industry
• In-game purchase motivations
• Pokemon GO
• Consumption Value Theory

Kaynakça

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