GÖRSEL HARİTALAMA TEKNİĞİYLE GEÇMİŞTEN GÜNÜMÜZE AKIŞ TEORİSİNİN BİBLİYOMETRİK ANALİZİ: PAZARLAMA YÖNLÜ BİR YAKLAŞIM

Bu çalışmanın amacı, yaklaşık 47 yıllık (1975-günümüz) bir geçmişi olan akış teorisinin genel bir literatür tipolojisini sunmaktır. Bu çalışma için YÖK Tez Merkezi ve Google Akademik veri tabanları kullanılmış ve bu kaynaklar üzerinden akış ve akış deneyimi kavramları incelenmiştir. YÖK Tez Merkezi, Türkiye’de yükseköğretim kurumları bünyesinde yüksek lisans ve doktora tezlerinin yayımlandığı bir web sitesidir. 1975 yılından günümüze kadar geçen zaman diliminde yayımlanmış çok sayıda çalışma elde edilmiş ve bu çalışmalar gözden geçirilmiştir. Daha sonra araştırma için frekans analizleri yapılmış ve VOSviewer yazılımı kullanılarak verilerin bibliyografik haritalaması yapılmıştır. Analiz sonucunda seçilen 110 çalışmanın bibliyografyası sunulmuştur. Esas olarak fiziksel aktivitelere tabi olan akış deneyimi, bilgisayar aracılı ortamlarda teknoloji kabulü ve tüketici davranışlarında değerlendirilmektedir. Diğer taraftan araştırma sonuçlarına göre akış teorisi, teknoloji kabul modeli ile en çok entegre olmaktadır. Dahası, akış deneyimi, sırasıyla konsantrasyon, zevk ve kontrol boyutu ile fazla karakterizedir. Bu araştırma, akış üzerine yapılan çalışmaların bibliyografik analizi, akış teorisinin en çok entegre edildiği modeller/teoriler ve akış deneyiminin boyutları için net açıklamalar sağlamaktadır.

Anahtar Kelimeler:

Akış Teorisi, Bibliyografya, Model/Teoriler, Boyutlar, Pazarlama

BIBLIOMETRIC ANALYSIS OF FLOW THEORY FROM PAST TO PRESENT WITH VISUAL MAPPING TECHNIQUE: A MARKETING-SIDED APPROACH

The aim of this study is to present a general literature typology of flow theory where a history of roughly 47 years (1975-present) exists. YÖK (Council of Higher Education) Thesis Center and Google Academic databases were used for this paper and flow and flow experience concepts have been examined through these sources. YÖK Thesis Center is a website within higher education institution in Turkey, where publication of master’s and doctoral thesis. A number of studies published in the time period from 1975 to the present had been obtained and these studies were reviewed. Subsequently, frequency analyses were made for the research and the bibliographic mapping of the data was done using VOSviewer software. As a result of the analysis, a bibliography of 110 selected studies is presented. Flow experience, which is mainly subject to physical activities, is evaluated in the areas of technology acceptance and consumer behavior in computer-mediated environments. Flow theory is mostly integrated with the technology acceptance model. Flow theory experience is characterized by the dimensions of concentration, enjoyment, and control, respectively. This research provides clear explanations for bibliographic analysis of studies on flow, models/theories with which flow theory is most integrated, and dimensions of flow experience.

Keywords:

Flow Theory, Bibliography, Models/Theories, Dimensions, Marketing,

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