THE POWER OF GAMIFICATION IN SHAPING SHOPPING BEHAVIOR

Yıl 2023, Cilt: 4 Sayı: 2, 336 - 358, 15.10.2023

Selçuk Yasin Yıldız , Didem Demir

https://doi.org/10.58702/teyd.1350934

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

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

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