OYUN İÇİ ÜRÜN YERLEŞTİRMENİN OYUN İÇİ REKLAMLARA YÖNELİK TUTUM VE OYUN İÇİ SATIN ALMA NİYETİNE ETKİSİ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA

Markalar ve reklamcılar, dijital dünyaya ve medya dijitalleşmesine yönelen kitlelere ulaşmak ve onları ikna etmek için yeni yollar arayan kitleleri hedeflemek için sürekli yeni yollar ararlar. Bu hızlı gelişmelerden en çok etkilenen sektörlerin başında oyun sektörü geliyor. Günümüzde çevrimiçi oyunlar vazgeçilmez eğlence araçlarıdır ve bunun sonucunda işletmeler reklam bütçelerinin önemli bir bölümünü oyun içi reklam kampanyalarına ayırmaya başlamışlardır. Buradan hareketle çalışma, oyun içi ürün yerleştirmenin genç tüketicilerin oyun içi reklamlara yönelik tutumları üzerindeki etkisini ve tutumların satın alma niyetleri üzerindeki etkisini ortaya koymayı amaçlamaktadır. Araştırma lisans öğrencileri üzerinde yapılmış ve kolayda örnekleme yöntemi kullanılmıştır. Sonuç olarak, oyun içi ürün yerleştirme uygulamalarının oyun içi reklamlara yönelik tutum üzerinde olumsuz etkisi olduğu tespit edilmiştir. Öte yandan, reklama yönelik tutumun satın alma niyeti üzerinde anlamlı ve olumlu bir etkiye sahip olduğu tespit edilmiştir. Cinsiyet değişkenine göre yapılan çoklu grup analizleri sonucunda erkeklerin oyun içi ürün yerleştirme uygulamalarının oyun içi reklamlara yönelik tutumları olumsuz etkilediği tespit edilmiştir. Buna karşılık, kadınlar için anlamlı bir etki bulunamamıştır. Bu etki düzeyleri arasındaki farklılıklar incelendiğinde cinsiyete göre yol katsayıları arasında anlamlı bir farklılık bulunmuştur. Araştırma sonuçları teorik açıdan alanın gelişimine, pratik açıdan da her geçen gün gelişen ve ilerleyen oyun endüstrisine önemli katkılar sağlamaktadır.

Anahtar Kelimeler:

Online Oyun, Oyun içi reklam, Oyun içi ürün yerleştirme, Genç tüketiciler

THE EFFECT OF IN-GAME PRODUCT PLACEMENT ON ATTITUDE TOWARDS IN-GAME ADVERTISEMENTS AND IN-GAME PURCHASE INTENTION: A STUDY ON YOUNG CONSUMERS

Brands and advertisers constantly seek new ways to target audiences shifting towards the digital world and media digitalization who search for new ways to reach and persuade their audiences. The game industry is one of the most affected sectors by those rapid developments. Online games are indispensable entertainment tools of the technology age. As a result, businesses have begun to devote a significant portion of their advertising budgets to in-game advertising campaigns and applications. This study aims to reveal the effect of in-game product placement on young consumers' attitudes towards in-game advertisements and attitudes' effect on their purchase intention. The study was conducted on undergraduate students, and a convenience sampling method was used. As a result, it was found that in-game product placement practices had a negative effect on the attitude towards in-game advertisements. On the other hand, the attitude towards the advertisement had a significant and positive effect on the purchase intention. Men's in-game product placement practices negatively affect the attitude towards in-game advertisements. In contrast, no significant effect was found for women. When the differences between these effect levels were examined, a significant difference was found between the path coefficients according to gender.

Keywords:

Online games, In-game advertising, In-game product placement, Young consumers,

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