OYUNLAŞTIRMANIN SATIN ALMA DAVRANIŞINI ŞEKİLLENDİRMEDEKİ GÜCÜ

Öz

Pazarlama dünyası içinde derinlemesine yerleşmiş olan mobil alışveriş uygulamaları, tüketicilerin bakış açısından firmalar tarafından sunulan ürünlerin cazibesini artırmak için yeni beklentiler doğurmaktadır. Bu yoğun etkileşimin doğal bir sonucu olarak artan alışveriş tutkusu, şirketlerin odağını kâr marjlarını artırmaya yöneltmiştir. Rekabet mücadelesinden kazançlı çıkmak isteyen şirketler, sürekli olarak yeni pazarlama stratejileri tasarlamak ve uygulamak zorunda kalmaktadır. Bu stratejilerden biri de deneyimsel ve eğlenceli bir süreç olan oyunlaştırmanın stratejik entegrasyonudur. Mobil uygulamalarda tüketici etkileşimini sürekli kılmak, marka sadakatini artırmak ve marka imajına olumlu katkılarda bulunmak isteyen şirketler, deneyimsel ve eğlence unsurlarını kusursuz bir şekilde bir araya getiren oyunlar tasarlamakta veya alışveriş deneyimini oyunlaştırmak için puan tabanlı mekanizmalar, ödül odaklı yapılar ve başarı merkezli paradigmalar gibi sistemler kurmaktadır. Bu çalışmada, oyunlaştırma odaklı pazarlama stratejilerini etkileyen değişkenler ve bu değişkenler arasındaki karmaşık ilişkiler ağı derinlemesine incelenmiştir. Analiz sonuçlarına dayanarak, oyunlaştırmanın temelinde yatan boyutlar ile dürtüsel satın alma eğilimleri arasındaki doğrudan etkileşim yoluyla elde edilen tahmin değerlerindeki artıştan da anlaşılacağı üzere, oyunlaştırmanın dürtüsel satın alma davranışlarını artırıcı bir etkiye sahip olabileceği görülmektedir. Ayrıca, çalışmanın odağını oluşturan aracılık etkisi incelendiğinde, dürtüsel alışveriş davranışı ile oyunlaştırmanın yaygın etkisinin bütünleşik bir şekilde bir araya gelmesinin, dürtüsel satın alma eğilimleri ile alışveriş sadakati arasındaki bağlantıya aracılık etme rolünü üstlendiği anlaşılmaktadır.

Anahtar Kelimeler

• Oyunlaştırma
• Alışveriş bağlılığı
• Dürtüsel satın alma

THE POWER OF GAMIFICATION IN SHAPING SHOPPING BEHAVIOR

Öz

Embedded deep within the domain of marketing, mobile shopping applications have ushered in fresh consumer expectations, striving to enhance the appeal of products proffered by enterprises. As a natural consequence of this profound interaction, the burgeoning passion for shopping has realigned corporate objectives towards augmenting profit margins. Firms aspiring to emerge triumphantly in the competitive arena are compelled to continually contrive and execute novel marketing strategies. One such stratagem entails the deliberate incorporation of gamification, offering a delightful and experiential journey. Companies endeavoring to sustain consumer involvement within mobile applications, nurture brand loyalty, and positively shape brand perception deploy games that seamlessly blend experiential and recreational facets, or establish intricate systems, including point-based mechanisms, reward-driven structures, and achievement-centric paradigms to gamify the shopping milieu. This investigation has exhaustively scrutinized variables influencing gamification-centered marketing tactics and the intricate interplay among these variables. From the analysis findings, it is discernible that gamification can stimulate impulsive purchasing behavior through a direct interplay between the underlying facets of gamification and impulsive buying tendencies. Moreover, when scrutinizing the mediating effect, which constitutes the central focus of this research, it becomes apparent that the integrated convergence of impulsive shopping conduct and the pervasive influence of gamification assume the role of mediating the connection between impulsive buying inclinations and shopping allegiance.

Anahtar Kelimeler

• Gamification
• Shopping engagement
• Impulsive buying

Kaynakça

1. Abbasi, A. Z., D. H. Ting, H. Hlavacs, L. V. Costa, ve A. I. Veloso (2019). “An Empirical Validation Of Consumer Video Game Engagement: A Playful-Consumption Experience Approach”. Entertainment Computing, 29, 43-55.
2. Agarwal, R. ve E. Karahanna (2000). “Time Flies When You're Having Fun: Cognitive Absorption And Beliefs About Information Technology Usage”. MIS Quarterly, 665-694.
3. Agnieszka, W. S. (2014). “Gamification As A New Trend In Marketing”. Marketing and Management of Innovations (4), 57-64.
4. Ahn, J. ve J. Kwon (2022). “The Role Of Trait And Emotion In Cruise Customers’ Impulsive Buying Behavior: An Empirical Study”. Journal of Strategic Marketing, 30 (3), 320-333.
5. Alsawaier, R. S. (2018). “The Effect Of Gamification On Motivation And Engagement”. The International Journal of Information and Learning Technology, 35 (1), 56-79.
6. Ayub, R. ve M. Zafar (2018). “External Stimuli And Impulsive Buying Behavior”. Market Forces, 13 (1), 70-89.
7. Banerjee, T. ve S. Bhattacharya (2022). “Analyzing Customer Engagement Online Using Gamification”. Cardiometry (24), 662-672.
8. Bilgihan, A. (2016). “Gen Y Customer Loyalty In Online Shopping: An Integrated Model Of Trust, User Experience And Branding”. Computers in Human Behavior, 61, 103-113.

9. Bilgihan, A., F. Okumus, K. Nusair ve M. Bujisic (2014). “Online Experiences: Flow Theory, Measuring Online Customer Experience In E-Commerce And Managerial Implications For The Lodging Industry”. Information Technology and Tourism, 14 (1), 49-71.
10. Caboni, F. ve J. Hagberg (2019). “Augmented Reality In Retailing: A Review of Features, Applications and Value”. International Journal of Retail and Distribution Management, 47 (11), 1125-1140.
11. Cha, H., M. Kotabe ve J. Wu (2023). “Reshaping Internationalization Strategy and Control for Global E-Commerce and Digital Transactions: A Hayekian Perspective”. Management International Review, 63 (1), 161-192.
12. Chatterjee, R. ve Y. S. Shukla (2020). “Examining The Role Of Culture, Retail Environment, And Emotions In Determining Festival Shopping Engagement: An Emerging Market Perspective”. International Journal of Indian Culture and Business Management, 20 (3), 385-408.
13. Cheung, C. M., I. L. Liu ve M. K. Lee (2015). “How Online Social Interactions Influence Customer Information Contribution Behavior In Online Social Shopping Communities: A Social Learning Theory Perspective”. Journal of the Association for Information Science and Technology, 66 (12), 2511-2521.
14. Chou, Y.-K. (2019). A Comprehensive List Of 90+ Gamification Cases With ROI Stats. https://yukaichou.com/gamification-examples/gamification-stats-figures/ (15.08.2023)
15. Chung, N., H. G. Song ve H. Lee (2017). “Consumers’ Impulsive Buying Behavior of Restaurant Products In Social Commerce”. International Journal of Contemporary Hospitality Management, 29 (2), 709-731.
16. Cramer, T. (2014). “Applying the Secrets of Gamification To Your Digital Marketing Strategy”. Econtent, 37 (5), 8-10.
17. Csikszentmihalyi, M. (1990). Flow: The Psychology of Optimal Experience. NY: Harper and Row.
18. Csikszentmihalyi, M. (2014). Flow and The Foundations of Positive Psychology: The Collected Works of Mihaly Csikszentmihalyi. NY: Springer.
19. Çelik, H. (2011). “Influence Of Social Norms, Perceived Playfulness And Online Shopping Anxiety On Customers' Adoption Of Online Retail Shopping: An Empirical Study In The Turkish Context”. International Journal of Retail and Distribution Management, 39 (6), 390-413.
20. Dagger, T. S. ve T. K. O'Brien (2010). “Does Experience Matter? Differences In Relationship Benefits, Satisfaction, Trust, Commitment and Loyalty For Novice And Experienced Service Users”. European Journal of Marketing, 44 (9/10), 1528-1552.
21. De Canio, F., M. Fuentes-Blasco ve E. Martinelli (2021). “Engaging Shoppers Through Mobile Apps: The Role of Gamification”. International Journal of Retail and Distribution Management, 49 (7), 919-940.
22. Deterding, S. (2011). Situated Motivational Affordances of Game Elements: A Conceptual Model. Gamification: Using Game Design Elements In Non-Gaming Contexts, a Workshop at CHI’de Sunulan Bildiri, Vancouver, BC, Canada.
23. Deterding, S., D. Dixon R. Khaled ve L. Nacke (2011). From Game Design Elements to Gamefulness: Defining “Gamification”. 15th International Academic MindTrek Conference: Envisioning Future Media Environments’de Sunulan Bildiri, Helsinki: ACM.
24. Dey, D. K. ve A. Srivastava (2017). “Impulse Buying Intentions Of Young Consumers From A Hedonic Shopping Perspective”. Journal of Indian Business Research, 9 (4), 266-282.
25. Dhurup, M. (2014). “Impulsive Fashion Apparel Consumption: The Role Of Hedonism, Fashion Involvement And Emotional Gratification In Fashion Apparel Impulsive Buying Behaviour In A Developing Country”. Mediterranean Journal of Social Sciences, 5 (8), 168.
26. Domínguez, A., J. Saenz-de-Navarrete, L. De-Marcos, L. Fernández-Sanz, C. Pagés ve J.-J. Martínez-Herráiz (2013). “Gamifying Learning Experiences: Practical Implications And Outcomes”. Computers and Education, 63, 380-392.
27. Dulabh, M., D. Vazquez, D. Ryding ve A. Casson (2018). “Measuring Consumer Engagement In The Brain To Online Interactive Shopping Environments”. Augmented Reality and Virtual Reality: Empowering Human, Place and Business, 145-165.
28. Fidell, L. S. ve B. G. Tabachnick (2014). Using Multivariate Statistics (New International Edition). London: Pearson.
29. García-Jurado, A., P. Castro-González, M. Torres-Jiménez ve A. L. Leal-Rodríguez (2018). “Evaluating The Role Of Gamification And Flow In E-Consumers: Millennials Versus Generation X”. Kybernetes, 48 (6), 1278-1300.
30. Garcia-Jurado, A., M. Torres-Jimenez, A. L. Leal-Rodriguez ve P. Castro-Gonzalez (2021). “Does Gamification Engage Users In Online Shopping?”. Electronic Commerce Research and Applications, 48, 15, 1-15.
31. Gilbert, D. T., S. T. Fiske ve G. Lindzey (1998). The Handbook Of Social Psychology (Vol. 1). Oxford: Oxford University Press.
32. Gkiolnta, E., V. Saprikis ve M. Vlachopoulou (2017). “The Mobile Shopping Engagement: Surveys’ Review and Empirical Study". Journal of Marketing and Consumer Behaviour in Emerging Markets, 2 (6), 77-96.
33. Grayson, K. (2002). The Dangers and Opportunities of Playful Consumption. Consumer Value (Ed. M. Holbrook). Oxfordshire: Routledge.
34. Gu, Y., X. Cheng ve J. Shen (2023). “Design Shopping As An Experience: Exploring The Effect Of The Live-Streaming Shopping Characteristics On Consumers’ Participation Intention And Memorable Experience”. Information and Management, 60 (5), 103810.
35. Hamari, J. (2013). “Transforming Homo Economicus Into Homo Ludens: A Field Experiment On Gamification In A Utilitarian Peer-To-Peer Trading Service”. Electronic Commerce Research and Applications, 12 (4), 236-245.
36. Hamari, J., J. Koivisto ve H. Sarsa (2014). Does Gamification Work?--A Literature Review of Empirical Studies on Gamification. 47th Hawaii international Conference On System Sciences’de Sunulan Bildiri. Hawai: USA.
37. Hamari, J. ve J. Koivisto (2015). “Why Do People Use Gamification Services?”. International Journal of Information Management, 35 (4), 419-431.
38. Hoch, S. J. ve G. F. Loewenstein (1991). “Time-Inconsistent Preferences And Consumer Self-Control”. Journal of Consumer Research, 17 (4), 492-507.
39. Hofacker, C. F., K. De Ruyter, N. H. Lurie, P. Manchanda ve J. Donaldson (2016). “Gamification and Mobile Marketing Effectiveness”. Journal of Interactive Marketing, 34 (1), 25-36.
40. Holopainen, J. (2011). Foundations of Gameplay. Doktora Tezi, Blekinge Institute of Technology, Karlskrona. https://www.networknewswire.com/ (14.04. 2022).
41. https://financesonline.com/gamification-statistics/ (16.04. 2022).
42. https://www.psmarketresearch.com/ (16.04. 2022).
43. Huotari, K. ve J. Hamari (2012). “Defining Gamification: A Service Marketing Perspective”. Proceeding of the 16th İnternational Academic Mindtrek Conference, 17-22.
44. Jacques, R. (1995). “Engagement as a Design Concept For Multimedia”. Canadian Journal of Educational Communication, 24 (1), 49-59.
45. Jung, J. W., S. Y. Cho ve M. H. Park (2010). “A Study Of The Influence Of Situational-Emotional Factors On Impulsive Buying In Duty-Free Shops”. Journal of the Korean Home Economics Association, 48 (8), 99-111.
46. Katz, J. E. ve R. E. Rice (2002). Social Consequences of Internet Use: Access, Involvement and Interaction. Massachusetts: MIT Press.
47. Kim, H.-Y. ve Y.-K. Kim (2008). “Shopping Enjoyment And Store Shopping Modes: The Moderating Influence Of Chronic Time Pressure”. Journal of Retailing and Consumer Services, 15 (5), 410-419.
48. Kim, J., A. M. Fiore ve H.-H. Lee (2007). “Influences of Online Store Perception, Shopping Enjoyment, And Shopping Involvement On Consumer Patronage Behavior Towards An Online Retailer”. Journal of Retailing and Consumer Services, 14 (2), 95-107.
49. Kim, S. ve M. S. Eastin (2011). “Hedonic Tendencies And The Online Consumer: An Investigation Of The Online Shopping Process”. Journal of Internet Commerce, 10 (1), 68-90.
50. Lalmas, M., H. O'Brien ve E. Yom-Tov (2022). Measuring User Engagement. Berlin: Springer Nature.
51. Lazar, J. ve J. Preece (2002). Social Considerations in Online Communities: Usability, Sociability, and Success Factors. Cognition in a Digital World (Ed. Herre van Oostendorp). NJ: Lawrence Erlbaum Associates Inc. Publishers.
52. Liu, D., R. Santhanam ve J. Webster (2017). “Toward Meaningful Engagement”. MIS Quarterly, 41 (4), 1011-1034.
53. Malhotra, N. K. ve D. F. Birks (2006). Marketing Research: An applied Approach. (Updated Second European Edition). NJ: Prentice Hall.
54. Nakamura, J. ve M. Csikszentmihalyi (2002). The Concept of Flow. Handbook of Positive Psychology. (Ed. S. J. Lopez ve C. R. Snyder). Oxford: Oxford University Press.
55. Nass, C. ve J. Steuer (1993). “Voices, Boxes, and Sources Of Messages: Computers and Social Actors”. Human Communication Research, 19 (4), 504-527.
56. Nawaz, S., Y. Jiang, M. Z. Nawaz, S. F. Manzoor ve R. Zhang (2021). “Mindful Consumption, Ego-Involvement and Social Norms Impact On Buying SHC: Role Of Platform Trust and Impulsive Buying Tendency”. SAGE Open, 11 (4), 1-17.
57. Novak, T. P., D. L. Hoffman ve Y.-F. Yung (2000). “Measuring The Customer Experience In Online Environments: A Structural Modeling Approach”. Marketing Science, 19 (1), 22-42.
58. O'Brien, H. L. ve E. G. Toms (2008). “What Is User Engagement? A Conceptual Framework For Defining User Engagement With Technology”. Journal of the American society for Information Science and Technology, 59 (6), 938-955.
59. Ozkara, B. Y., M. Ozmen ve J. W. Kim (2017). “Examining The Effect of Flow Experience On Online Purchase: A Novel Approach To The Flow Theory Based On Hedonic and Utilitarian Value”. Journal of Retailing and Consumer Services, 37, 119-131.
60. Park, H. J. ve T. K. Dhandra (2017). “Relation Between Dispositional Mindfulness and Impulsive Buying Tendency: Role of Trait Emotional Intelligence”. Personality and Individual Differences, 105, 208-212.
61. Pratminingsih, S. A., C. Lipuringtyas ve T. Rimenta (2013). “Factors Influencing Customer Loyalty Toward Online Shopping”. International Journal of Trade, Economics and Finance, 4 (3), 104-110.
62. Prestopnik, N. R. ve J. Tang (2015). “Points, Stories, Worlds, And Diegesis: Comparing Player Experiences In Two Citizen Science Games”. Computers in Human Behavior, 52, 492-506.
63. P&S Intelligence. (2023). Gamification Market Size and Share Analysis By Solution. https://www.psmarketresearch.com/market-analysis/gamification-market# (25.06.2023).
64. Raman, P. (2021). “Examining the Importance of Gamification, Social Interaction and Perceived Enjoyment Among Young Female Online Buyers In India”. Young Consumers, 22 (3), 387-412.
65. Ramayah, T. ve J. Ignatius (2005). “Impact of Perceived Usefulness, Perceived Ease of Use And Perceived Enjoyment On Intention To Shop Online”. ICFAI Journal of Systems Management (IJSM), 3 (3), 36-51.
66. Ray, S., S. S. Kim ve J. G. Morris (2014). “The Central Role of Engagement In Online Communities”. Information Systems Research, 25 (3), 528-546.
67. Rehman, U., M. U. Shah, A. Z. Abbasi, H. Hlavacs ve R. Iftikhar (2022). “Investigating Male Gamers' Behavioral Intention To Play PUBG: Insights From Playful-Consumption Experiences”. Frontiers in Psychology, 13, 909875.
68. Retnowati, E. ve R. Mardikaningsih (2021). “Study On Online Shopping Interest Based On Consumer Trust And Shopping Experience”. Journal of Marketing and Business Research, 1 (1), 15-24.
69. Reynolds, K. E. ve S. E. Beatty (1999). “Customer Benefits and Company Consequences of Customer-Salesperson Relationships In Retailing”. Journal of Retailing, 75 (1), 11-32.
70. Rook, D. W. ve R. J. Fisher (1995). “Normative Influences On Impulsive Buying Behavior”. Journal of Consumer Research, 22 (3), 305-313.
71. Roy Dholakia, R. ve O. Uusitalo (2002). “Switching To Electronic Stores: Consumer Characteristics and The Perception Of Shopping Benefits”. International Journal of Retail and Distribution Management, 30 (10), 459-469.
72. Schmitt, B. ve L. Zarantonello (2013). “Consumer Experience and Experiential Marketing: A Critical Review”. Review of Marketing Research, 25-61.
73. Seaborn, K. ve D. I. Fels (2015). “Gamification In Theory and Action: A Survey”. International Journal of Human-Computer Studies, 74, 14-31.
74. Shafiee, M. M. ve N. A. Bazargan (2018). “Behavioral Customer Loyalty In Online Shopping: The Role Of E-Service Quality and E-Recovery”. Journal of Theoretical and Applied Electronic Commerce Research, 13 (1), 26-38.
75. Sheetal, Tyagi, R. ve G. Singh (2022). “Gamification and Customer Experience In Online Retail: A Qualitative Study Focusing On Ethical Perspective”. Asian Journal of Business Ethics, 21.
76. Silvera, D. H., A. M. Lavack ve F. Kropp (2008). “Impulse Buying: The Role of Affect, Social Influence and Subjective Wellbeing”. Journal of Consumer Marketing, 25 (1), 23-33.
77. Siregar, Y. ve A. Kent (2019). “Consumer Experience of Interactive Technology In Fashion Stores”. International Journal of Retail and Distribution Management, 47 (12), 1318-1335.
78. Sirgy, M. J., D.-J. Lee ve G. B. Yu (2020). “Shopping-Life Balance: Towards A Unifying Framework”. Applied Research in Quality of Life, 15, 17-34.
79. Sneath, J. Z., R. Lacey ve P. A. Kennett-Hensel (2009). “Coping With A Natural Disaster: Losses, Emotions, And Impulsive and Compulsive Buying”. Marketing Letters, 20, 45-60.
80. Statista (2019). Employee Opinion On Gamification Increasing Productivity At Work In The United States As Of 2019, https://www.statista.com/statistics/1100522/gamification-productivity-employees/ (29.04.2022).
81. Statista (2022a). Mobile Internet Usage Worldwide - Statistics and Facts, https://www.statista.com/topics/779/mobile-internet/#dossierKeyfigures (29.04.2022).
82. Statista (2022b). Most Popular Weekly Online Activities For Internet Users In The United Kingdom (UK) As Of January 2022, By Time Spent, https://www.statista.com/statistics/1292990/weekly-time-spent-uk-users-online-activities/(29.04.2022)
83. Statista (2023a). B2C E-Commerce, https://www.statista.com/markets/413/topic/457/b2c-e-commerce/#overview (24.07.2023).
84. Statista (2023b). eCommerce Report 2023, https://www.statista.com/study/42335/ecommerce-report/ (25.06.2023).
85. Swinyard, W. R. (1993). “The Effects of Mood, Involvement and Quality of Store Experience On Shopping Intentions”. Journal of Consumer Research, 20 (2), 271-280.
86. Tarka, P., M. Kukar-Kinney ve R. J. Harnish (2022). “Consumers’ Personality and Compulsive Buying Behavior: The Role of Hedonistic Shopping Experiences and Gender In Mediating-Moderating Relationships”. Journal of Retailing and Consumer Services, 64, 102802.
87. Tendai, M. ve C. Crispen (2009). “In-Store Shopping Environment and Impulsive Buying”. African Journal of Marketing Management, 1 (4), 102-108.
88. Terlutter, R. ve M. L. Capella (2013). “The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames and Advertising In Social Network Games”. Journal of Advertising, 42 (2/3), 95-112.
89. To, P. L. ve E. P. Sung (2015). “Internet Shopping: A Study Based On Hedonic Value and Flow Theory”. International Journal of Economics and Management Engineering, 9 (7), 2258-2261.
90. Tobon, S., J. L. Ruiz-Alba ve J. García-Madariaga (2020). “Gamification and Online Consumer Decisions: Is The Game Over?”. Decision Support Systems, 128, 1-13.
91. Trevino, L. K. ve J. Webster (1992). “Flow In Computer-Mediated Communication: Electronic Mail and Voice Mail Evaluation and Impacts”. Communication Research, 19 (5), 539-573.
92. Trigo-De la Cuadra, M., N. Vila-Lopez ve A. Hernandez-Fernandez (2020). “Could Gamification Improve Visitors' Engagement?”. International Journal of Tourism Cities, 6 (2), 317-334.
93. Wang, L. C., J. Baker, J. A. Wagner ve K. Wakefield (2007). “Can A Retail Web Site Be Social?”. Journal of Marketing, 71 (3), 143-157.
94. Wolfinbarger, M. ve M. C. Gilly (2001). “Shopping Online For Freedom, Control and Fun”. California Management Review, 43 (2), 34-55.
95. Yadav, A. ve S. K. Sharma (2022). “A Conceptual Perspective of Online Impulsive Buying Behavior of Gen Z: Role of Customers' Emotions and Traits In The New Normal Era”. Prestige International Journal of Management and IT-Sanchayan, 11 (1), 18-36.
96. Yannakakis, G. N. ve J. Hallam (2007). Capturing Player Enjoyment in Computer Games. Advanced Intelligent Paradigms in Computer Games. (Ed. Norio Baba, Lakhmi C. Jain ve Hisashi Handa). NY: Springer.
97. Youn, S. ve R. J. Faber (2000). “Impulse Buying: Its Relation To Personality Traits And Cues”. Advances in Consumer Research, 27 (1), 179-185.
98. Zare, M. ve R. Mahmoudi (2020). “The Effects of The Online Customer Experience On Customer Loyalty In E-Retailers”. International Journal of Advanced Engineering, Management and Science, 6 (5).
99. Zhang, Y. ve L. Shrum (2009). “The Influence of Self-Construal On Impulsive Consumption”. Journal of Consumer Research, 35 (5), 838-850.
100. Zhang, L., Z. Shao, J. Zhang ve X. Li (2022). “The Situational Nature of Impulse Buying On Mobile Platforms: A Cross-Temporal Investigation”. Electronic Commerce Research and Applications, 56, 101204.