Bilinçli Farkındalık Mobil Uygulamalarında Oyunlaştırma: Ödüllerin Satın Alma Niyetine Etkileri

Yıl 2023, Cilt: 10 Sayı: 1, 125 - 142, 02.01.2023

Gözde Tanrıkulu , Banu Demirel

Öz

Teknolojinin yaygın kullanımı, mobil uygulamaların insan refahını geliştirmesine yönelik ilgiyi artırmaktadır. Dijitalleşen dünyada, oyunlaştırma, mobil uygulamalara adapte edilmektedir. Oyunlaştırma ve bilinçli farkındalık mobil uygulamalarına yönelik artan ilgiyle birleştiğinde, oyunlaştırmanın bilinçli farkındalık mobil uygulamaları üzerindeki etkileri akademisyenler ve uygulayıcılar arasında merak uyandırmaktadır. Ancak bu konuda literatür henüz başlangıç aşamasındadır. Bu çalışma, ödüllerin satın alma niyetini nasıl etkilediğini ortaya çıkararak, farkındalık mobil uygulamalarında oyunlaştırmanın daha iyi anlaşılmasını amaçlamaktadır. Bilinçli farkındalık mobil uygulama kullanıcıları ile derinlemesine görüşmeler ve odak grup çalışması yapılarak veriler toplanmıştır. Çalışmanın bulgularına içerik analizi yöntemi ile ulaşılmıştır. Bulgular ödüllerin, satın alma niyeti davranışları üzerinde etkili olması beklenen eğlence, sosyal etkileşim ve insan-bilgisayar etkileşimine yol açtığını ortaya koymaktadır. Çalışmanın, gelecekteki modeller için ampirik bir temel sağlamaya yönelik ilk girişimlerden biri olmasının yanı sıra, çalışma bulgularının ayrıca, iş uygulamalarında daha iyi müşteri deneyimi için oyunlaştırma üzerine gelecekteki araştırmalara rehberlik etmesi beklenmektedir.

Anahtar Kelimeler

Oyunlaştırma, Ödüller, Bilinçli Farkındalık Mobil Uygulaması, Satın Alma Niyeti

Gamification in Mindfulness Mobile Applications: The Effects of Rewards on Purchase Intention

Öz

Technology's widespread use has sparked interest in how mobile applications might enhance human well-being. In the digitalized environment, gamification has been adapted to mobile applications. Coupled with the increasing concern toward gamification and well-being mobile applications, the effects of gamification on mindfulness mobile applications are now of burgeoning interest among scholars and practitioners. However, literature is still in its introductory stages. This study attempted to explain gamification in mindfulness mobile applications by examining how rewards influence purchasing intentions. In-depth interviews and focus groups are conducted among users and data is analyzed via content analyses. Findings reveal that rewards lead to enjoyment, social interaction, and interactivity, which affects purchase intention. Apart from being one of the first attempts to provide an empirical basis for future models, findings of the current study are also expected to guide future research on gamification for better customer experience in business practices.

Anahtar Kelimeler

Gamification, Rewards, Mindfulness Mobile Application, Purchase Intention

Kaynakça

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