Akış Deneyiminin Mobil Oyun Bağımlılığı ve Keşifsel Davranış Üzerindeki Etkisi: Ağızdan Ağıza Pazarlama Kapsamında Bir İncelenme

Araştırmanın temel amacı Akış Teorisi (Flow Theory) unsurlarından olan eğlence, tele varoluş, konsantrasyon ve zaman algısında bozulma faktörlerinin, tüketicilerin mobil oyun bağımlılıkları ve keşifsel davranışları üzerindeki etkilerinin belirlenmesi ve aynı şekilde tüketicilerin mobil oyun bağımlılıkları ve keşifsel davranışlarının pozitif ve negatif WOM (ağızdan ağıza iletişim) üzerindeki etkilerinin değerlendirilmesidir. Araştırmanın anakütlesini Türkiye’deki 18 yaşından büyük mobil oyunları oynayan bireyler oluşturmaktadır. Toplam 407 geçerli veri ile gerçekleştirilen analizler sonucunda, akış teorisinin tüm unsurlarının (konsantrasyon, eğlence, zaman algısında bozulma ve tele varoluş) bireylerin mobil oyun bağımlılıkları üzerinde anlamlı etkilere sahip olduğu görülürken, yine tele varoluş hariç bu unsurların keşifsel davranışlar üzerinde de anlamlı etkilerinin olduğu gözlemlenmektedir. Son olarak, keşifsel davranışın aksine; mobil oyun bağımlılığının olumlu WOM ve olumsuz WOM faktörleri üzerindeki etkisinin anlamlı olduğu tespit edilmiştir.

Anahtar Kelimeler:

Akış Teorisi, Mobil Oyun Bağımlılığı, Keşifsel Davranış, Pozitif WOM, Negatif WOM

The Effect of Flow Experience on Mobile Game Addiction and Exploratory Behavior: A Study in the Context of Word-of-Mouth Marketing

The main goal of the research is to describe the effects of enjoyment, telepresence, concentration, and time distortion factors which are flow experience elements on the mobile game addiction and exploratory behaviors of consumers and to evaluate of the effects of mobile game addictions and exploratory behaviors of consumers on WOM positive and negative valences). The participants of this study are older than 18 years in Turkey who play mobile games regularly. As a result of analyzes performed with a total of 407 valid data, all elements of Flow Theory (enjoyment, telepresence, concentration, and time distortion) have significant effects on the mobile game addiction and exploratory behavior of individuals except telepresence. Contrary to exploratory behavior, it is possible to say that mobile game addiction has effect on positive and negative WOM valence was significant.

Keywords:

Flow Theory, Mobile Game Addiction, Exploratory Behavior, Positive WOM, Negative WOM,

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