Alev KOÇAK ALAN, EBRU TÜMER KABADAYI, NİLŞAH CAVDAR

İNSANLAR NEDEN ONLİNE OYUNLAR OYNAR? ONLİNE OYUNCU YENİLİKÇİLİĞİNİN ROLÜ

İnternet aracılığıyla (online) oynanan oyunlar günümüzün yenilikçi tüketicileri için yeni bir eğlence alanı oluşturmaktadır. Sürekli eklenen yeni uygulamalar ve özellikler ile popülerliği artan bu yenilikçi mecra, pek çok farklı nedenden tüketicilerin dikkatini çekmektedir. Buradan hareketle bu çalışmanın amacı, (i) tüketicilerin neden online oyun oynadığını araştırmak ve (ii) online oyun oynayan tüketicilerin yenilikçiliğinin, ihtiyaçlarının, online oyunların özelliklerinin ve online oyunların popülaritesinin; oyuncuların online oyun oynama niyetleri üzerindeki etkisini incelemektir. Bu amaçla, 589 kişiye anket çalışması uygulanmış olup sonuçlar yapısal eşitlik modellemesi ile incelenmiştir. Önerilen 6 hipotezin tümü kabul edilmiş olup online oyuncuların yenilikçiliklerinin; online oyuncuların algılanan ihtiyaçları, online oyunların algılanan özellikleri ve online oyunların popülaritesi ile pozitif şekilde ilişkili olduğu; ve bu üç kavramın da online oyun oynama niyeti üzerinde etkili olduğu sonucuna ulaşılmıştır. Gelecek çalışmalar için öneriler ve kısıtlar verilmiştir

WHY DO PEOPLE PLAY ONLINE GAMES? THE ROLE OF ONLINE GAMER INNOVATIVENESS

Games played online through Internet create a new entertainment area for today's innovative consumers. This innovative area, which has become increasingly popular with new applications and features added, draws attention of consumers for many different reasons. From this point of view, the purpose of this study is (i) to investigate why consumers are playing online games and (ii) to understand the effects of online gamer innovativeness, the needs, characteristics and the popularity of online games on online games playing intention. For this purpose, 589 people were surveyed and the data were analyzed by structural equation modeling. All six proposed hypotheses have been accepted and it was found that online gamer innovativeness is positively related to perceived characteristics of online games, perceived needs of online gamers, and perceived popularity of online games. Moreover, these three dimensions are effective on online games playing intention. Suggestions and limitations were given for further researches

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