Genç Akıllı Telefon Kullanıcılarının Kişilik Özelliklerinin Sosyal Medya Uygulamaları ve Mobil Oyunların Kompulsif Kullanımına Etkisi

Öz

Geçmiş yıllarda yürütülen çalışmalar Beş Faktör Kişilik Özellikleri ile sosyal medya uygulamalarının ve mobil oyunların kompulsif kullanımı arasındaki ilişkiyi ortaya koymaktadır. Bu çalışmanın temel amacı Beş Büyük Kişilik Özelliklerinin yanı sıra kontrol odaklılık ve başarma ihtiyacı kişilik özelliklerinin genç akıllı telefon kullanıcılarının sosyal medya uygulamaları ve mobil oyunları kompulsif kullanımı üzerindeki etkilerinin belirlenmesidir. Yüz yüze anket yöntemiyle toplanan veriler SmartPLS kullanılarak analiz edilerek toplam 14 hipotez test edilmiştir. Analiz sonuçları dışadönüklük, sorumluluk ve duygusal dengesizlik değişkenlerinin sosyal medya uygulamalarını kompulsif kullanım üzerinde anlamlı bir etkiye sahip olduğunu göstermektedir. Araştırmanın sonuçları ayrıca uyumluluk ve sorumluluk değişkenlerinin mobil oyunların kompulsif kullanımı üzerinde anlamlı bir etkiye sahip olduğunu göstermektedir. Bu çalışma, genç akıllı telefon kullanıcılarının kişilik özelliklerinin hem sosyal medya uygulamaları hem de mobil oyunları kompulsif kullanımı üzerindeki etkisine ışık tutmasıdır. Çalışmanın sonuçları, özellikle akıllı telefonlarda çevrimiçi mağaza uygulamalarına sahip olan ve/veya kullanıcılara anlık bildirimler göndermek gibi sosyal medya pazarlama faaliyetleri yürüten markalar için bazı öneriler sunmaktadır.

Anahtar Kelimeler

• Beş Faktör Kişilik Özellikleri
• Kompulsif Davranış
• Sosyal Medya Uygulamaları ve Mobil Oyunlar
• Sosyal Medya Pazarlaması

Effects of Personality Traits on Compulsive Use of Social Media Apps and Mobile Games Among Young Smartphone Users

Öz

Previous studies have revealed a relationship between the Big Five Personality Traits and the excessive or compulsive use of mobile apps such as social platforms and mobile games. Thus, the main purpose of this paper is to investigate the effects of not only Big Five Personality Traits (extraversion, agreeableness, conscientiousness, neuroticism and openness to experience) but also the locus of control and need for achievement on compulsive use of social media apps and mobile games among young smartphone users. The data was collected based on the face-to-face survey method and analyzed using SmartPLS 3 to test 14 hypotheses in total. The results show that extraversion, conscientiousness, and neuroticism significantly affect the compulsive usage of social media apps. On the other hand, agreeableness and conscientiousness have a significant effect on the compulsive use of mobile games. The most important value of this paper is that it sheds light on the effect of personality traits on the compulsive use of social media apps and mobile games among young smartphone users. This paper offers some suggestions, especially for brands with online store apps for smartphones or social media marketing, such as timing and frequencies of push notifications to users.

Anahtar Kelimeler

• Social media marketing
• Compulsive Behavior
• Personality traits
• Social media apps
• Mobile games

Kaynakça

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