2010

OYUNLAŞTIRMA UYGULAMALARINA İLİŞKİN TUTUM VE AĞIZDAN AĞIZA EĞİLİMLERİ: CİNSİYET VE GELİR DÜZEYİNE GÖRE BİR İNCELEME

Hızla gelişen iletişim teknolojisi, pazarlama alanında işletmeler açısından çok sayıda fırsatı beraberinde getirmektedir. Teknolojinin gelişmesi işletmelerin tüketici ile sosyal ağlar üzerinden etkileşime geçmesine olanak tanımaktadır. Günümüzde tüketicinin her geçen gün değişen talebine uyum sağlamak yoluyla rekabet üstünlüğü elde edebilmek için işletmeler, internet ve akıllı telefonlar vasıtasıyla tüketicilerin örgütlenmelerini kolaylaştıran uygulamaları kullanmaktadır. Tüketicilerin bulundukları yer ve zamandan bağımsız olarak örgütlenmelerine imkan tanıyan ve kullanımı gittikçe yaygınlaşan oyunlaştırma, son dönemde tüm dünyada olduğu gibi Türkiye’de de dikkat çekmektedir. Bu çalışmanın temel amacı, oyunlaştırma uygulamalarına ilişkin Türk tüketicilerinin tutum ve ağızdan ağıza iletişim eğilimlerinin demografik özelliklerden cinsiyet ve gelir düzeyi itibariyle farklılaşıp farklılaşmadığını belirlemektir.Araştırma sosyal ağ servisleri arasında en yaygın oyunlaştırma örneklerinden ikisi olarak kabul edilen, yeni yerler/mekanlar keşfetmeyi oyun unsurlarıyla ortaya koyan Foursquare ve Swarm uygulamalarını aktif olarak kullanan kullanıcılar üzerinde gerçekleştirilmiştir. Veri, online anketyöntemiyle toplanmıştır. Google Docs üzerinden hazırlanan anket, Foursquare ve Swarm uygulamalarını aktif olarak kullanan 234 tüketiciye uygulanmıştır. Araştırma amacı doğrultusunda yapılan Mann Whitney-U testi sonuçlarına göre tüketicilerin oyunlaştırma uygulamalarına karşı tutumlarının ve ağızdan ağıza iletişim eğilimlerinin cinsiyet ve gelire göre farklılaşmadığı tespit edilmiştir.

ATTITUDE AND WORD OF MOUTH INTENSIONS REGARDING GAMIFIICATION: AN INVESTIGATION ON GENDER AND INCOME LEVEL

Rapid developments in communication technology have provided various opportunities for businesses. Improvements in technology enable businesses to interact with consumers through social Networks. Today businesses use applications that allow consumers to organize via Internet and smart phones in order to gain competitive advantage through catching up with demand changes. Gamification that enables consumers to organize regardless of time and place has recently become widespread all around the world as well as Turkey. Even the number of studies concerning the gamification and consumer behavior has been increasing recently, it can be said there is still limited studies in this area. The main purpose of this study is to determine whether attitude towards the gamification and word of mouth intentions of Turkish consumersdiffers in terms of gender and income level. Research conducted on the active users of Foursquare and Swarmthe applications that perform with game instruments for consumers to find out new places- that widely accepted as two of the most common examples of gamification. Data was collected through online survey. Survey prepared on Google docs conducted on 234 consumers who actively use the Foursquare/Swarm. In accordance with the objective of the research, Mann Whitney U test conducted. Results revealed that attitude towards gamification and WOM intentions of Turkish consumers regarding gamification do not differs both in terms of gender and income level.

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