DİJİTAL PAZARDA KAYBOLMAK: PUANLAR, AVANTAJLAR VE SATIN ALIMLAR

Günümüzde teknolojik gelişmelerle birlikte dijitalleşme hayatımızın büyük bir alanını kapsamaktadır. Dijitalleşme ile birlikte tüketicilerin satın alma davranışlarında da birçok değişiklik ortaya çıkmıştır. Bu çalışma dijital platformlardan alışveriş yapan tüketicilerin, alışveriş süreçlerinde oyunlaştırma öğeleriyle karşılaşması durumunda satın alma davranışlarında ne gibi değişimler olduğunu araştırmak amacıyla hazırlanmıştır. Çalışma kapsamında 457 kişiden anket yöntemiyle veri toplanmıştır. Veriler Smart PLS programıyla analiz edilmiştir. Çalışma sonucunda dijital yeteneğin, algılanan kişiselleştirmenin puan kazanma ve plansız satın alım davranışlarını pozitif yönde etkilediği; puan kazanma arzusunun plansız satın almayı pozitif yönde etkilediği görülmektedir. Çalışma kapsamında değişkenlerin aracılık rolleri incelendiğinde ise, dijital yetenek ve plansız satın alma arasındaki ilişkide puan kazanma arzusunun aracılık rolünün olduğu ve algılanan kişiselleştirme ve plansız satın alma arasındaki ilişkide puan kazanma arzusunun da aracılık rolünün olduğu görülmektedir.

Anahtar Kelimeler:

Dijital Yetenek, Plansız Satın Alma, Oyunlaştırma, Algılanan Kişiselleştirme, Tüketici Satın Alma Davranışı

GETTING LOST IN THE DIGITAL MARKETPLACE: POINTS, BENEFITS, AND PURCHASES

In today's world, digitalization has become pervasive due to technological advancements, influencing various aspects of our lives, including consumer purchasing behavior. The emergence of digitalization has brought about significant changes in how consumers make buying decisions. This study aims to investigate the alterations in consumer purchasing behavior when encountering gamification elements during the shopping process on digital platforms. Data for the study was collected through a survey method from 457 participants. The collected data was analyzed using the Smart PLS program. As a result of the study, it is observed that digital skills and perceived personalization have a positive impact on desirability of scoring points and impulsive buying behaviors. Additionally, the desirability of scoring points positively influences impulsive buying behavior. When examining the mediating roles of variables within the scope of the study, it is evident that the desirability of scoring points acts as a mediator between digital skills and impulsive buying behavior. Similarly, the desirability of scoring points also plays a mediating role between perceived personalization and impulsive buying behavior.

Keywords:

Digital Skill, Impulsive Buying, Gamification, Perceived Personalization, Consumer Purchasing Behavior,

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