Oyunlaştırma eğitim, işletme yönetimi, pazarlama, halkla ilişkiler, sağlık, sürdürülebilirlik, bilgisayar bilimleri ve turizm alanlarında son dönemde ortaya çıkan bir araştırma konusudur. Oyunlaştırma uygulamaları marka yönetimi bağlamında, özellikle marka sadakati bağlamında araştırmalara konu olmuştur. Ancak, yazında oyunlaştırma ve marka sadakati arasındaki ilişki eksiktir. Bu çalışmada, oyunlaştırma özellikleri ve marka bağlılığına yatkınlık incelenerek ilişki aydınlatılmaya çalışılmıştır. Araştırma modelinde bu ilişkiyi test etmek için 376 üniversite öğrencisinin tutumsal algıları yapısal eşitlik modellemesi kullanılarak araştırılmıştır. Sonuçlar, tüm oyunlaştırma özelliklerinin marka sadakati üzerinde etkisi olmadığını, yalnızca bir tanesinin etkili olduğunu göstermektedir. Marka yöneticileri, istatistiksel olarak anlamlı olmayan oyunlaştırma özellikleri ve marka sadakati ilişkisinden ve aynı zamanda anlamlı bulunan ilişkilerden faydalanabilir. Bu çalışmanın bulguları, oyunlaştırma ve marka sadakati arasındaki kayıp bağlantıyı araştıran gelecekteki çalışmalara yol göstermektedir.
Gamification is a research subject emerging in the areas of education, business management, marketing, public relations, health, sustainability, computer science, and tourism. Gamification practices are researched within brand management context, especially in brand loyalty context. However, literature is missing the link between gamification and brand loyalty. In this study, gamification characteristics and proneness to brand loyalty are researched to enlighten the relationship. To test this relationship in the research model, attitudinal perceptions of a sample of 376 university students are researched using structural equation modeling. Results suggest that not all gamification characteristics effects brand loyalty, but only one. Brand managers can benefit from the statistically significant gamification characteristics and brand loyalty relationship, as well as not significant relationships. The findings of this study can permit future studies researching the link between gamification and brand loyalty.
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