{"id":5920,"date":"2023-04-26T16:27:09","date_gmt":"2023-04-26T13:27:09","guid":{"rendered":"https:\/\/www.berjournal.com\/?p=5920"},"modified":"2023-04-26T23:41:20","modified_gmt":"2023-04-26T20:41:20","slug":"determining-the-relationships-between-gamification-consumer-engagement-brand-loyalty-and-intention-to-continue-using","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/determining-the-relationships-between-gamification-consumer-engagement-brand-loyalty-and-intention-to-continue-using","title":{"rendered":"Oyunla\u015ft\u0131rma, T\u00fcketici Kat\u0131l\u0131m\u0131, Marka Sadakati ve Uygulama Kullanmaya Devam Etme Niyeti Aras\u0131ndaki \u0130li\u015fkilerin Belirlenmesi"},"content":{"rendered":"
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Makale Bilgileri<\/td>\n<\/tr>\n
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Dergi:<\/td>\n
Business and Economics Research Journal<\/td>\n<\/tr>\n
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Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\n
Oyunla\u015ft\u0131rma, T\u00fcketici Kat\u0131l\u0131m\u0131, Marka Sadakati ve Uygulama Kullanmaya Devam Etme Niyeti Aras\u0131ndaki \u0130li\u015fkilerin Belirlenmesi<\/td>\n<\/tr>\n
Oyun kavram\u0131, dijitalle\u015fmenin h\u0131zl\u0131 geli\u015fimiyle birlikte oyunla\u015ft\u0131rma kavram\u0131na d\u00f6n\u00fc\u015fm\u00fc\u015ft\u00fcr. Bir\u00e7ok alanda kullan\u0131m\u0131 giderek artan oyunla\u015ft\u0131rma, i\u015fletmeler a\u00e7\u0131s\u0131ndan t\u00fcketicileri ile ba\u011f kurma ve ili\u015fkilerini g\u00fc\u00e7lendirmenin yeni ve \u00e7ekici bir yoludur. \u00d6te yandan t\u00fcketicilerin ilgilerini \u00e7eken mobil uygulamalar sayesinde i\u015fletmeler, t\u00fcketicilerine keyifli bir deneyim sunarak marka sadakati olu\u015fturabilirler. Oyunla\u015ft\u0131rma ve mobil uygulamalar\u0131 birle\u015ftirerek tasarlanan oyunla\u015ft\u0131r\u0131lm\u0131\u015f mobil uygulamalar ile m\u00fc\u015fterilerin markaya olan ilgilerini art\u0131rmak, sat\u0131n alma davran\u0131\u015flar\u0131n\u0131 tekrarlatmak ve onlar\u0131 s\u00fcrece d\u00e2hil ederek uygulamay\u0131 kullanmaya devam etmelerini sa\u011flamak ama\u00e7lanmaktad\u0131r. Buradan hareketle ara\u015ft\u0131rman\u0131n temel amac\u0131, oyunla\u015ft\u0131r\u0131lm\u0131\u015f mobil uygulamalar, t\u00fcketici kat\u0131l\u0131m\u0131, marka sadakati ve uygulama kullanmaya devam etme niyeti aras\u0131ndaki ili\u015fkilerin belirlenmesidir. Bu ama\u00e7la Ankara\u2019da ya\u015fayan 18 ya\u015f ve \u00fczeri, kahve zinciri markal\u0131 mobil uygulamalar\u0131 kullanan t\u00fcketiciler \u00fczerinde bir anket \u00e7al\u0131\u015fmas\u0131 y\u00fcr\u00fct\u00fclm\u00fc\u015ft\u00fcr. Toplanan veriler kullan\u0131larak de\u011fi\u015fkenler aras\u0131ndaki ili\u015fkileri g\u00f6steren model Smart-PLS program\u0131 kullan\u0131larak en k\u00fc\u00e7\u00fck kareler yol analizi ile test edilmi\u015ftir. Elde edilen sonu\u00e7lara g\u00f6re elemantal tetrad modelinin \u00f6ng\u00f6rd\u00fc\u011f\u00fc oyunla\u015ft\u0131r\u0131lm\u0131\u015f mobil uygulamalar\u0131n tasar\u0131m\u0131 i\u00e7in kullan\u0131lan hik\u00e2ye, mekanik, teknoloji ve estetik boyutlar\u0131 t\u00fcketici kat\u0131l\u0131m\u0131n\u0131 pozitif y\u00f6nde etkilemektedir. Ayr\u0131ca t\u00fcketici kat\u0131l\u0131m\u0131n\u0131n marka sadakatini ve kullanmaya devam etme niyetini pozitif etkiledi\u011fi tespit edilmi\u015ftir.<\/td>\n<\/tr>\n
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Anahtar Kelimeler:<\/td>\n
Oyunla\u015ft\u0131rma, T\u00fcketici Kat\u0131l\u0131m\u0131, Marka Sadakati, Kullanmaya Devam Etme Niyeti, Elemental Tetrad Modeli<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
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