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

Yıl 2019, , 1815 - 1830, 27.04.2019
https://doi.org/10.33206/mjss.463117

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.

Kaynakça

  • KAYNAKÇAAkturan, U., Tezcan, N., & Vignolles, A. (2011). Segmenting young adults through their consumption styles: a cross-cultural study. Young Consumers, 12(4), 348-360.
  • Bao, Y., Zhou, K. Z., & Su, C. (2003). Face consciousness and risk aversion: do they affect consumer decision‐making?. Psychology & Marketing, 20(8), 733-755.
  • Bassiouni, D. H., & Hackley, C. (2016). Video games and young children’s evolving sense of identity: a qualitative study. Young Consumers, 17(2), 127-142.
  • Bates, L. (1998). UK consumer decision-making styles. Journal of Marketing Management, 14(1-3), 199-225.
  • Bisen, S. S., & Deshpande, Y. M. (2018). Understanding internet addiction: a comprehensive review. Mental Health Review Journal, 23(3), 165-184.
  • Choi, D., & Kim, J. (2004). Why people continue to play online games: In search of critical design factors to increase customer loyalty to online contents. CyberPsychology & behavior, 7(1), 11-24.
  • Cicchirillo, V., & Chory-Assad, R. M. (2005). Effects of affective orientation and video game play on aggressive thoughts and behaviors. Journal of Broadcasting & Electronic Media, 49(4), 435-449.
  • De Kort, Y. A. W., IJsselsteijn, W. A., & Poels, K. (2007). Digital games as social presence technology: development of the social presence in gaming questionnaire (SPGQ). In 10th Annual International Workshop on Presence (PRESENCE 2007), October 25-27, 2007, Barcelona, Spain (pp. 195-203). Starlab.
  • Doğan, F. Ö. (2006). Video games and children: violence in video games. In New/Yeni Symposium Journal (Vol. 44, No. 4, pp. 161-164).
  • Griffiths, M.D. (1996), “Computer game playing in children and adolescents: a review of literature”, in Gill, T., (Ed.), Electronic Children: How Children are Responding to the Information Revolution, National Children’s Bureau, London, pp. 41-58.
  • Gros, B. (2007). Digital games in education: The design of games-based learning environments. Journal of research on technology in education, 40(1), 23-38.
  • Hafstrom, J. L., Chae, J. S., & Chung, Y. S. (1992). Consumer decision‐making styles: comparison between United States and Korean young consumers. Journal of consumer Affairs, 26(1), 146-158.
  • Harris, J. (2001). The effects of computer games on young children: A review of the research (Vol. 72). Great Britain, Home Office, Research, Development and Statistics Directorate.
  • Hui, A.S.Y., Siu, N.M., Wang, C.C.L. and Chang, L.M.K. (2001), ‘‘An investigation of decision-making styles of consumers in China’’, Journal of Consumer Affairs, Vol. 35 No. 2, ss. 326-43.
  • Kim, H. W., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: A customer value perspective. Information & Management, 48(6), 228-234.
  • Kjeldgaard, D. and Askegaard, S. (2006), ‘‘The glocalization of youth culture: the global youth segment as structures of common difference’’, Journal of Consumer Research, Vol. 33 No. 3, pp. 231-47.
  • Koo, D. M. (2009). The moderating role of locus of control on the links between experiential motives and intention to play online games. Computers in Human Behavior, 25(2), 466-474.
  • Koo, C., Wati, Y., Lee, C. C., & Oh, H. Y. (2011). Internet-addicted kids and South Korean government efforts: boot-camp case. Cyberpsychology, Behavior, and Social Networking, 14(6), 391-394.
  • Lee, C. W. (2010). Influential factors of player’s loyalty toward online games for achieving commercial success. Australasian Marketing Journal (AMJ), 18(2), 81-92.
  • Lemmens, J. S., Valkenburg, P. M., & Peter, J. (2009). Development and validation of a game addiction scale for adolescents. Media psychology, 12(1), 77-95.
  • Lu, H. P., & Wang, S. M. (2008). The role of Internet addiction in online game loyalty: an exploratory study. Internet Research, 18(5), 499-519.
  • Lysonski, S., Durvasula, S., & Zotos, Y. (1996). Consumer decision-making styles: a multi-country investigation. European journal of Marketing, 30(12), 10-21.
  • MäNtymäKi, M., & Salo, J. (2011). Teenagers in social virtual worlds: Continuous use and purchasing behavior in Habbo Hotel. Computers in Human Behavior, 27(6), 2088-2097.
  • Marchand, A., & Hennig-Thurau, T. (2013). Value creation in the video game industry: Industry economics, consumer benefits, and research opportunities. Journal of Interactive Marketing, 27(3), 141-157.
  • Moschis, G. P., & Moore, R. L. (1979). Decision making among the young: A socialization perspective. Journal of consumer research, 6(2), 101-112.
  • Park, B. W., & Lee, K. C. (2011). Exploring the value of purchasing online game items. Computers in Human Behavior, 27(6), 2178-2185.
  • Phillips, C. A., Rolls, S., Rouse, A., & Griffiths, M. D. (1995). Home video game playing in schoolchildren: A study of incidence and patterns of play. Journal of adolescence, 18(6), 687-691.
  • Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management, 43(3), 276-292.
  • Setzer, V. W., & Duckett, G. E. (1994). The risks to children using electronic games. Retrieved April, 8, 2003.
  • Sheu, J. J., Su, Y. H., & Chu, K. T. (2009). Segmenting online game customers–The perspective of experiential marketing. Expert systems with applications, 36(4), 8487-8495.
  • Snyder, J. L. (2000). From Voting to Violence: Democratization and Nationalist Conflict, W.W. Norton & Company.
  • Sprotles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision‐making styles. Journal of Consumer Affairs, 20(2), 267-279.
  • Sun, C., Su, S., & Huang, J. (2013). Cultural value, perceived value, and consumer decision-making style in China: A comparison based on an urbanization dimension. Nankai Business Review International, 4(3), 248-262.
  • Yee, N. (2006). Motivations for play in online games. CyberPsychology & behavior, 9(6), 772-775.
  • Walsh, G., MITCHELL, V. W., & HENNIG‐THURAU, T. H. O. R. S. T. E. N. (2001). German consumer decision‐making styles. Journal of Consumer Affairs, 35(1), 73-95.
  • Wang, C. L., Siu, N. Y., & Hui, A. S. (2004). Consumer decision-making styles on domestic and imported brand clothing. European Journal of Marketing, 38(1/2), 239-252.
  • https://www.sozcu.com.tr/2018/saglik/dunya-saglik-orgutu-bilgisayar-oyunu-bagimliligi 20 Haziran 2018

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

Yıl 2019, , 1815 - 1830, 27.04.2019
https://doi.org/10.33206/mjss.463117

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.









Kaynakça

  • KAYNAKÇAAkturan, U., Tezcan, N., & Vignolles, A. (2011). Segmenting young adults through their consumption styles: a cross-cultural study. Young Consumers, 12(4), 348-360.
  • Bao, Y., Zhou, K. Z., & Su, C. (2003). Face consciousness and risk aversion: do they affect consumer decision‐making?. Psychology & Marketing, 20(8), 733-755.
  • Bassiouni, D. H., & Hackley, C. (2016). Video games and young children’s evolving sense of identity: a qualitative study. Young Consumers, 17(2), 127-142.
  • Bates, L. (1998). UK consumer decision-making styles. Journal of Marketing Management, 14(1-3), 199-225.
  • Bisen, S. S., & Deshpande, Y. M. (2018). Understanding internet addiction: a comprehensive review. Mental Health Review Journal, 23(3), 165-184.
  • Choi, D., & Kim, J. (2004). Why people continue to play online games: In search of critical design factors to increase customer loyalty to online contents. CyberPsychology & behavior, 7(1), 11-24.
  • Cicchirillo, V., & Chory-Assad, R. M. (2005). Effects of affective orientation and video game play on aggressive thoughts and behaviors. Journal of Broadcasting & Electronic Media, 49(4), 435-449.
  • De Kort, Y. A. W., IJsselsteijn, W. A., & Poels, K. (2007). Digital games as social presence technology: development of the social presence in gaming questionnaire (SPGQ). In 10th Annual International Workshop on Presence (PRESENCE 2007), October 25-27, 2007, Barcelona, Spain (pp. 195-203). Starlab.
  • Doğan, F. Ö. (2006). Video games and children: violence in video games. In New/Yeni Symposium Journal (Vol. 44, No. 4, pp. 161-164).
  • Griffiths, M.D. (1996), “Computer game playing in children and adolescents: a review of literature”, in Gill, T., (Ed.), Electronic Children: How Children are Responding to the Information Revolution, National Children’s Bureau, London, pp. 41-58.
  • Gros, B. (2007). Digital games in education: The design of games-based learning environments. Journal of research on technology in education, 40(1), 23-38.
  • Hafstrom, J. L., Chae, J. S., & Chung, Y. S. (1992). Consumer decision‐making styles: comparison between United States and Korean young consumers. Journal of consumer Affairs, 26(1), 146-158.
  • Harris, J. (2001). The effects of computer games on young children: A review of the research (Vol. 72). Great Britain, Home Office, Research, Development and Statistics Directorate.
  • Hui, A.S.Y., Siu, N.M., Wang, C.C.L. and Chang, L.M.K. (2001), ‘‘An investigation of decision-making styles of consumers in China’’, Journal of Consumer Affairs, Vol. 35 No. 2, ss. 326-43.
  • Kim, H. W., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: A customer value perspective. Information & Management, 48(6), 228-234.
  • Kjeldgaard, D. and Askegaard, S. (2006), ‘‘The glocalization of youth culture: the global youth segment as structures of common difference’’, Journal of Consumer Research, Vol. 33 No. 3, pp. 231-47.
  • Koo, D. M. (2009). The moderating role of locus of control on the links between experiential motives and intention to play online games. Computers in Human Behavior, 25(2), 466-474.
  • Koo, C., Wati, Y., Lee, C. C., & Oh, H. Y. (2011). Internet-addicted kids and South Korean government efforts: boot-camp case. Cyberpsychology, Behavior, and Social Networking, 14(6), 391-394.
  • Lee, C. W. (2010). Influential factors of player’s loyalty toward online games for achieving commercial success. Australasian Marketing Journal (AMJ), 18(2), 81-92.
  • Lemmens, J. S., Valkenburg, P. M., & Peter, J. (2009). Development and validation of a game addiction scale for adolescents. Media psychology, 12(1), 77-95.
  • Lu, H. P., & Wang, S. M. (2008). The role of Internet addiction in online game loyalty: an exploratory study. Internet Research, 18(5), 499-519.
  • Lysonski, S., Durvasula, S., & Zotos, Y. (1996). Consumer decision-making styles: a multi-country investigation. European journal of Marketing, 30(12), 10-21.
  • MäNtymäKi, M., & Salo, J. (2011). Teenagers in social virtual worlds: Continuous use and purchasing behavior in Habbo Hotel. Computers in Human Behavior, 27(6), 2088-2097.
  • Marchand, A., & Hennig-Thurau, T. (2013). Value creation in the video game industry: Industry economics, consumer benefits, and research opportunities. Journal of Interactive Marketing, 27(3), 141-157.
  • Moschis, G. P., & Moore, R. L. (1979). Decision making among the young: A socialization perspective. Journal of consumer research, 6(2), 101-112.
  • Park, B. W., & Lee, K. C. (2011). Exploring the value of purchasing online game items. Computers in Human Behavior, 27(6), 2178-2185.
  • Phillips, C. A., Rolls, S., Rouse, A., & Griffiths, M. D. (1995). Home video game playing in schoolchildren: A study of incidence and patterns of play. Journal of adolescence, 18(6), 687-691.
  • Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management, 43(3), 276-292.
  • Setzer, V. W., & Duckett, G. E. (1994). The risks to children using electronic games. Retrieved April, 8, 2003.
  • Sheu, J. J., Su, Y. H., & Chu, K. T. (2009). Segmenting online game customers–The perspective of experiential marketing. Expert systems with applications, 36(4), 8487-8495.
  • Snyder, J. L. (2000). From Voting to Violence: Democratization and Nationalist Conflict, W.W. Norton & Company.
  • Sprotles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision‐making styles. Journal of Consumer Affairs, 20(2), 267-279.
  • Sun, C., Su, S., & Huang, J. (2013). Cultural value, perceived value, and consumer decision-making style in China: A comparison based on an urbanization dimension. Nankai Business Review International, 4(3), 248-262.
  • Yee, N. (2006). Motivations for play in online games. CyberPsychology & behavior, 9(6), 772-775.
  • Walsh, G., MITCHELL, V. W., & HENNIG‐THURAU, T. H. O. R. S. T. E. N. (2001). German consumer decision‐making styles. Journal of Consumer Affairs, 35(1), 73-95.
  • Wang, C. L., Siu, N. Y., & Hui, A. S. (2004). Consumer decision-making styles on domestic and imported brand clothing. European Journal of Marketing, 38(1/2), 239-252.
  • https://www.sozcu.com.tr/2018/saglik/dunya-saglik-orgutu-bilgisayar-oyunu-bagimliligi 20 Haziran 2018
Toplam 37 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makalesi
Yazarlar

Duygu Koçoğlu 0000-0003-4576-0567

Yayımlanma Tarihi 27 Nisan 2019
Gönderilme Tarihi 24 Eylül 2018
Yayımlandığı Sayı Yıl 2019

Kaynak Göster

APA Koçoğlu, D. (2019). Üniversite Öğrencilerinin Çevrimiçi Oyun Bağımlılık Düzeyine Göre Tüketici Karar Verme Tarzlarının Değerlendirilmesi. MANAS Sosyal Araştırmalar Dergisi, 8(2), 1815-1830. https://doi.org/10.33206/mjss.463117
AMA Koçoğlu D. Üniversite Öğrencilerinin Çevrimiçi Oyun Bağımlılık Düzeyine Göre Tüketici Karar Verme Tarzlarının Değerlendirilmesi. MJSS. Nisan 2019;8(2):1815-1830. doi:10.33206/mjss.463117
Chicago Koçoğlu, Duygu. “Üniversite Öğrencilerinin Çevrimiçi Oyun Bağımlılık Düzeyine Göre Tüketici Karar Verme Tarzlarının Değerlendirilmesi”. MANAS Sosyal Araştırmalar Dergisi 8, sy. 2 (Nisan 2019): 1815-30. https://doi.org/10.33206/mjss.463117.
EndNote Koçoğlu D (01 Nisan 2019) Üniversite Öğrencilerinin Çevrimiçi Oyun Bağımlılık Düzeyine Göre Tüketici Karar Verme Tarzlarının Değerlendirilmesi. MANAS Sosyal Araştırmalar Dergisi 8 2 1815–1830.
IEEE D. Koçoğlu, “Üniversite Öğrencilerinin Çevrimiçi Oyun Bağımlılık Düzeyine Göre Tüketici Karar Verme Tarzlarının Değerlendirilmesi”, MJSS, c. 8, sy. 2, ss. 1815–1830, 2019, doi: 10.33206/mjss.463117.
ISNAD Koçoğlu, Duygu. “Üniversite Öğrencilerinin Çevrimiçi Oyun Bağımlılık Düzeyine Göre Tüketici Karar Verme Tarzlarının Değerlendirilmesi”. MANAS Sosyal Araştırmalar Dergisi 8/2 (Nisan 2019), 1815-1830. https://doi.org/10.33206/mjss.463117.
JAMA Koçoğlu D. Üniversite Öğrencilerinin Çevrimiçi Oyun Bağımlılık Düzeyine Göre Tüketici Karar Verme Tarzlarının Değerlendirilmesi. MJSS. 2019;8:1815–1830.
MLA Koçoğlu, Duygu. “Üniversite Öğrencilerinin Çevrimiçi Oyun Bağımlılık Düzeyine Göre Tüketici Karar Verme Tarzlarının Değerlendirilmesi”. MANAS Sosyal Araştırmalar Dergisi, c. 8, sy. 2, 2019, ss. 1815-30, doi:10.33206/mjss.463117.
Vancouver Koçoğlu D. Üniversite Öğrencilerinin Çevrimiçi Oyun Bağımlılık Düzeyine Göre Tüketici Karar Verme Tarzlarının Değerlendirilmesi. MJSS. 2019;8(2):1815-30.

MANAS Journal of Social Studies (MANAS Sosyal Araştırmalar Dergisi)     


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