Mobil Oyunların Benimsenmesinde Belirleyiciler: UTAUT2 Modelinin Güven ve Ödül İle Genişletilmesi

Öz

Bu makalenin amacı, birleşik kabul teorisi ve teknoloji kullanımı 2 (UTAUT2) modeline dayalı olarak mobil oyun oyuncularının davranış niyetini etkileyen değişkenleri araştırmaktır. UTAUT2 modeli, modelin değişkenlerine ek olarak, güven ve ödül değişkenleri eklenerek genişletilmiştir. Mobil oyunu benimseme niyeti kullanılmış, bağımlı değişken olarak ise kullanım davranışı alınmıştır. Türkiye'deki 474 mobil oyun oyuncusuna bir anket yapılmış ve veriler yapısal eşitlik modellemesi yaklaşımıyla analiz edilmiştir. Sonuçlar, ödülün davranış niyeti üzerinde en etkili etkiye sahip olduğunu, ardından güven, fiyat değeri, alışkanlık, sosyal etki, performans beklentisi, kolaylaştırıcı koşullar, hedonik motivasyon ve çaba beklentisi olduğunu göstermektedir. Ayrıca davranış niyeti, kullanım davranışı üzerinde anlamlı bir pozitif etkiye sahiptir. Araştırmanın bulguları, mobil oyunlara ilişkin mevcut literatürdeki boşluğu doldurmanın yanı sıra mobil oyunlara ilişkin ileride yapılacak araştırma bulguları için değerli bir temel oluşturmaktadır.

Anahtar Kelimeler

• mobil oyunlar
• UTAUT2
• teknolojinin kabulü
• teknolojinin benimsenmesi
• kullanım davranışı

DETERMINANTS OF ADOPTION OF MOBILE GAMES: EXTENDING UTAUT2 WITH TRUST AND REWARD

Öz

This paper's goal is to investigate the variables influencing mobile gaming players' behavior intention based on the unified theory of acceptance and use of technology 2 (UTAUT2) model. The UTAUT2 model is expanded by adding variables, trust, and reward, in addition to the model’s variables. The behavior intention to adopt mobile game is used and usage behavior is taken as the dependent variable. A survey is conducted and a sample of 474 mobile game players in Turkey is analyzed through structural equation modeling approach. The results indicate that reward has the most influential effect on behavior intention, followed by trust, price value, habit, social influence, performance expectancy, facilitating conditions, hedonic motivation, and effort expectancy. Besides, behavior intention has a significant positive effect on the usage behavior. The findings of the research fill the gap in existing literature on mobile games as well as provide valuable base for forthcoming research findings in mobile games.

Anahtar Kelimeler

• mobile games
• UTAUT2
• acceptation of technology
• technology adoption
• usage behaviour

Kaynakça

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