Araştırma Makalesi
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Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi

Yıl 2018, Cilt 47, Sayı 1, 64 - 87, 28.12.2018

Öz

Dünyada ve Türkiye’de mobil cihazların kullanımının artması ile birlikte işletmelerin mobil cihazlarla müşterilerine her yerde ve her an ulaşmaları mümkün hale gelmiştir. Bu amaçla, işletmeler tarafından mobil uygulamalar hazırlanıp tüketicilerin hizmetine sunulmaktadır. Günümüzde, mobil uygulamalarda kullanılan özelliklerden biri de kullanımı hızla artan oyunlaştırmadır. Oyunlaştırma, satışları ve müşteri bağlılığını artırmak için yenilikçi uygulamalarla yeni bir iş stratejisi olarak ortaya çıkmaktadır. Oyunlaştırma ile oyun temelli uygulamaların kullanılması tüketicilerin olumlu deneyim yaşamalarını sağlamaya yardımcı olmaktadır. Oyunlaştırmanın tüketicilere keyifli deneyim sağladığı ve bağlılıklarını arttırdığı göz önüne alındığında oyunlaştırmanın tüketici satın alma davranışı üzerindeki etkisinin incelenmesi önemlidir. Çalışmanın amacı, mobil uygulamalardaki oyunlaştırmanın kabulünün tüketicilerin tutumlarına ve kullanım niyetlerine olan etkisinin belirlenmesidir. Çalışmanın sonucunda mobil uygulamalardaki oyunlaştırmanın kabulünün tüketicilerin tutumunu ve kullanım niyetlerini etkilediği saptanmıştır. 

Kaynakça

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Investor and Portfolio Differences Between Generations in Turkish Capital Markets

Yıl 2018, Cilt 47, Sayı 1, 64 - 87, 28.12.2018

Öz

With the increasing use of mobile devices in the world and in Turkey, it is possible for companies to reach customers everywhere at any time. For this purpose, mobile applications are prepared by the companies and offered to the consumers. One of the features that has increasing usage in mobile applications is gamification. Gamification is emerging as a new business strategy with innovative applications to increase sales and customer loyalty. The use of gamification and gamebased applications helps to ensure a positive experience for consumers. Gamification is providing pleasing experience and increase consumers’ loyalty. That’s why it is important to examine the effects of gamification on consumer buying behavior. The aim of this study is to determine the effects of gamification acceptance in mobile applications on consumer attitudes and intention to use. As a result of this study, it is determined that gamification in mobile applications influences consumers’ attitudes and their intention to use. 

Kaynakça

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  • Agarwal, R., & Karahanna, E. (2000). Time flies when you’re having fun: cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665-694.
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
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  • Baker, R. K., & White, K. M. (2010). Predicting adolescents’ use of social networking sites from an extended theory of planned behaviour perspective. Computers in Human Behavior, 26(6), 1591-1597.
  • Birch, H. (2013). Motivational effects of gamification of piano instruction and practice. Unpublished Master’s Thesis. University of Toronto (Canada).
  • Bittner, J. V., & Schipper, J. (2014). Motivational effects and age differences of gamification in product advertising. Journal of Consumer Marketing, 31(5), 391-400.
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Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Bahman HUSEYNLİ>
MARMARA ÜNİVERSİTESİ
0000-0001-8139-3712
Türkiye


Zehra BOZBAY>
İSTANBUL ÜNİVERSİTESİ
0000-0002-2728-8003
Türkiye

Yayımlanma Tarihi 28 Aralık 2018
Yayınlandığı Sayı Yıl 2018, Cilt 47, Sayı 1

Kaynak Göster

Bibtex @araştırma makalesi { iuisletme512689, journal = {İstanbul Üniversitesi İşletme Fakültesi Dergisi}, issn = {1303-1732}, address = {}, publisher = {İstanbul Üniversitesi}, year = {2018}, volume = {47}, number = {1}, pages = {64 - 87}, title = {Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi}, key = {cite}, author = {Huseynli, Bahman and Bozbay, Zehra} }
APA Huseynli, B. & Bozbay, Z. (2018). Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi . İstanbul Üniversitesi İşletme Fakültesi Dergisi , 47 (1) , 64-87 . Retrieved from https://dergipark.org.tr/tr/pub/iuisletme/issue/42544/512689
MLA Huseynli, B. , Bozbay, Z. "Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi" . İstanbul Üniversitesi İşletme Fakültesi Dergisi 47 (2018 ): 64-87 <https://dergipark.org.tr/tr/pub/iuisletme/issue/42544/512689>
Chicago Huseynli, B. , Bozbay, Z. "Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi". İstanbul Üniversitesi İşletme Fakültesi Dergisi 47 (2018 ): 64-87
RIS TY - JOUR T1 - Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi AU - BahmanHuseynli, ZehraBozbay Y1 - 2018 PY - 2018 N1 - DO - T2 - İstanbul Üniversitesi İşletme Fakültesi Dergisi JF - Journal JO - JOR SP - 64 EP - 87 VL - 47 IS - 1 SN - 1303-1732- M3 - UR - Y2 - 2018 ER -
EndNote %0 İstanbul Üniversitesi İşletme Fakültesi Dergisi Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi %A Bahman Huseynli , Zehra Bozbay %T Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi %D 2018 %J İstanbul Üniversitesi İşletme Fakültesi Dergisi %P 1303-1732- %V 47 %N 1 %R %U
ISNAD Huseynli, Bahman , Bozbay, Zehra . "Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi". İstanbul Üniversitesi İşletme Fakültesi Dergisi 47 / 1 (Aralık 2018): 64-87 .
AMA Huseynli B. , Bozbay Z. Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi. İstanbul Üniversitesi İşletme Fakültesi Dergisi. 2018; 47(1): 64-87.
Vancouver Huseynli B. , Bozbay Z. Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi. İstanbul Üniversitesi İşletme Fakültesi Dergisi. 2018; 47(1): 64-87.
IEEE B. Huseynli ve Z. Bozbay , "Mobil Uygulamalarda Oyunlaştırma Kabulünün Tüketicilerin Tutumuna ve Kullanım Niyetlerine Olan Etkisinin Belirlenmesi", İstanbul Üniversitesi İşletme Fakültesi Dergisi, c. 47, sayı. 1, ss. 64-87, Ara. 2018