Investigatıng Consumer Decision Making Styles of College Students According To The Online Game Addiction Stage

Öz

Development in technology affected every part of community; internet and online game addiction took a share in literature. Especially, changes in lifestyles of new generation and new consumption habits also influenced consumer decision types. This study aims to investigate university students’ online game addiction factors in terms of gender and gaming time, and addiction stage of students has been determined to explain consumer decision types. Data are collected by face to face surveys from 314 university students in order to test the hypotheses set by the study. It is clear that the gaming time positively affects the addiction stage of participants. Also higher levels of addiction stage strengthen the loyalty degree and the brand consciousness.

Anahtar Kelimeler

• Game Addiction,Consumer Decision-Making Style,Young Consumers

Üniversite Öğrencilerinin Çevrimiçi Oyun Bağımlılık Düzeyine Göre Tüketici Karar Verme Tarzlarının Değerlendirilmesi

Öz

Teknolojik gelişmeler toplumun her alanında etkili olmuş, internet ve çevrimiçi oyun bağımlılığı literatüre girmiştir. Özellikle gençlerin değişen yaşam tarzları ve yeni alışkanlıkları, tüketim davranışlarını dolayısıyla tüketici karar verme tarzlarını etkilemiştir. Çalışmanın amacı, üniversite öğrencilerinin bilgisayar oyun bağımlılık faktörlerini cinsiyet ve oyun oynama süresine göre incelemek ve oyun bağımlılık düzeyleri açısından tüketici karar verme tarzlarını değerlendirmektir. Bu doğrultuda oluşturulan soruları cevaplandırabilmek için, anket uygulanmış, 314 üniversite öğrencisi ile birebir görüşme sağlanmıştır. Araştırma sonucunda, katılımcıların oyun oynama süresi arttıkça bağımlılık düzeyinin arttığı görülmüştür. Katılımcıların oyun bağımlılık düzeyine göre, sadık tüketici ve marka bilinci düzeyi de artmaktadır.

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Anahtar Kelimeler

• Oyun Bağımlılığı,Tüketici Karar Verme Tarzı

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