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Akış Deneyiminin Mobil Oyun Bağımlılığı ve Keşifsel Davranış Üzerindeki Etkisi: Ağızdan Ağıza Pazarlama Kapsamında Bir İncelenme

Year 2021, Volume: 10 Issue: 2, 1314 - 1331, 19.04.2021
https://doi.org/10.33206/mjss.856922

Abstract

Araştırmanın temel amacı Akış Teorisi (Flow Theory) unsurlarından olan eğlence, tele varoluş, konsantrasyon ve zaman algısında bozulma faktörlerinin, tüketicilerin mobil oyun bağımlılıkları ve keşifsel davranışları üzerindeki etkilerinin belirlenmesi ve aynı şekilde tüketicilerin mobil oyun bağımlılıkları ve keşifsel davranışlarının pozitif ve negatif WOM (ağızdan ağıza iletişim) üzerindeki etkilerinin değerlendirilmesidir. Araştırmanın anakütlesini Türkiye’deki 18 yaşından büyük mobil oyunları oynayan bireyler oluşturmaktadır. Toplam 407 geçerli veri ile gerçekleştirilen analizler sonucunda, akış teorisinin tüm unsurlarının (konsantrasyon, eğlence, zaman algısında bozulma ve tele varoluş) bireylerin mobil oyun bağımlılıkları üzerinde anlamlı etkilere sahip olduğu görülürken, yine tele varoluş hariç bu unsurların keşifsel davranışlar üzerinde de anlamlı etkilerinin olduğu gözlemlenmektedir. Son olarak, keşifsel davranışın aksine; mobil oyun bağımlılığının olumlu WOM ve olumsuz WOM faktörleri üzerindeki etkisinin anlamlı olduğu tespit edilmiştir.

References

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The Effect of Flow Experience on Mobile Game Addiction and Exploratory Behavior: A Study in the Context of Word-of-Mouth Marketing

Year 2021, Volume: 10 Issue: 2, 1314 - 1331, 19.04.2021
https://doi.org/10.33206/mjss.856922

Abstract

The main goal of the research is to describe the effects of enjoyment, telepresence, concentration, and time distortion factors which are flow experience elements on the mobile game addiction and exploratory behaviors of consumers and to evaluate of the effects of mobile game addictions and exploratory behaviors of consumers on WOM positive and negative valences). The participants of this study are older than 18 years in Turkey who play mobile games regularly. As a result of analyzes performed with a total of 407 valid data, all elements of Flow Theory (enjoyment, telepresence, concentration, and time distortion) have significant effects on the mobile game addiction and exploratory behavior of individuals except telepresence. Contrary to exploratory behavior, it is possible to say that mobile game addiction has effect on positive and negative WOM valence was significant.

References

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  • Chang, F.-C., Chiu, C.-H., Miao, N.-F., Chen, P.-H., Lee, C.-M., Chiang, J.-T., ve Pan, Y.-C. (2015). The Relationship between Parental Mediation and Internet Addiction among Adolescents, and the Association with Cyberbullying and Depression. Comprehensive psychiatry, 57, 21-28.
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  • Chou, T.-J., ve Ting, C.-C. (2003). The Role of Flow Experience in Cyber-Game Addiction. CyberPsychology & behavior, 6(6), 663-675.
  • Chu, S.-C., ve Kim, Y. (2011). Determinants of Consumer Engagement in Electronic Word-of-Mouth (Ewom) in Social Networking Sites. International journal of Advertising, 30(1), 47-75.
  • Conaway, R., ve Garay, M. C. (2014). Gamification and Service Marketing. SpringerPlus, 3(1), 653.
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  • Esteban-Millat, I., Martínez-López, F. J., Huertas-García, R., Meseguer, A., ve Rodríguez-Ardura, I. (2014). Modelling Students' Flow Experiences in an Online Learning Environment. Computers & Education, 71, 111-123.
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  • File, S. E. (1985). What Can Be Learned from the Effects of Benzodiazepines on Exploratory Behavior? Neuroscience & Biobehavioral Reviews, 9(1), 45-54.
  • Ghani, J. A., ve Deshpande, S. P. (1994). Task Characteristics and the Experience of Optimal Flow in Human—Computer Interaction. The Journal of psychology, 128(4), 381-391.
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  • Godes, D., ve Mayzlin, D. (2004). Using Online Conversations to Study Word-of-Mouth Communication. Marketing Science, 23(4), 545-560.
  • Goyette, I., Ricard, L., Bergeron, J., ve Marticotte, F. (2010). E‐Wom Scale: Word‐of‐Mouth Measurement Scale for E‐Services Context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23.
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  • Hauser, J. R., Urban, G. L., ve Weinberg, B. D. (1993). How Consumers Allocate Their Time When Searching for Information. Journal of marketing research, 30(4), 452-466.
  • Hausman, A. V., ve Siekpe, J. S. (2008). The Effect of Web Interface Features on Consumer Online Purchase Intentions. Journal of Business Research, 62(1), 5-13.
  • Heeter, C. (1992). Being There: The Subjective Experience of Presence. Presence: Teleoperators & Virtual Environments, 1(2), 262-271.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., ve Gremler, D. D. (2004). Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
  • Hofacker, C. F., De Ruyter, K., Lurie, N. H., Manchanda, P., ve Donaldson, J. (2016). Gamification and Mobile Marketing Effectiveness. Journal of Interactive Marketing, 34, 25-36.
  • Hoffman, D. L., ve Novak, T. P. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of marketing, 60(3), 50-68.
  • Hoffman, D. L., ve Novak, T. P. (2009). Flow Online: Lessons Learned and Future Prospects. Journal of Interactive Marketing, 23(1), 23-34.
  • Hsu, C. L., ve Lu, H. P. (2004). Why Do People Play on-Line Games? An Extended Tam with Social Influences and Flow Experience. Information & Management, 41(7), 853-868.
  • Hsu, M. H., ve Chiu, C. M. (2004). Internet Self-Efficacy and Electronic Service Acceptance. Decision support systems, 38(3), 369-381.
  • Hsu, S. H., Wen, M.-H., ve Wu, M.-C. (2009). Exploring User Experiences as Predictors of Mmorpg Addiction. Computers & Education, 53(3), 990-999.
  • Huang, M., Ali, R., ve Liao, J. (2017). The Effect of User Experience in Online Games on Word of Mouth: A Pleasure-Arousal-Dominance (Pad) Model Perspective. Computers in human behavior, (75), 329-338.
  • Huotari, K., ve Hamari, J. (2017). A Definition for Gamification: Anchoring Gamification in the Service Marketing Literature. Electronic markets, 27(1), 21-31.
  • Israeli, A. A., Lee, S. A., ve Bolden III, E. C. (2019a). The Impact of Escalating Service Failures and Internet Addiction Behavior on Young and Older Customers' Negative Ewom. Journal of Hospitality and Tourism Management, (39), 150-157.
  • Israeli, A. A., Lee, S. A., ve Karpinski, A. C. (2019b). The Relationship between Internet Addiction and Negative Ewom. The Service Industries Journal, 39(13-14), 943-965.
  • Jiang, Z., ve Benbasat, I. (2004). Virtual Product Experience: Effects of Visual and Functional Control of Products on Perceived Diagnosticity and Flow in Electronic Shopping. Journal of Management Information Systems, 21(3), 111-147.
  • Kardefelt-Winther, D. (2014). A Conceptual and Methodological Critique of Internet Addiction Research: Towards a Model of Compensatory Internet Use. Computers in human behavior, (31), 351-354.
  • Katz, E., ve Lazarsfeld, P. F. (1966). Personal Influence, the Part Played by People in the Flow of Mass Communications: Transaction Publishers.
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There are 88 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Fatih Şahin 0000-0002-4760-4413

Mehmet Ozan Karahan 0000-0001-7287-5904

Publication Date April 19, 2021
Submission Date January 8, 2021
Published in Issue Year 2021 Volume: 10 Issue: 2

Cite

APA Şahin, F., & Karahan, M. O. (2021). Akış Deneyiminin Mobil Oyun Bağımlılığı ve Keşifsel Davranış Üzerindeki Etkisi: Ağızdan Ağıza Pazarlama Kapsamında Bir İncelenme. MANAS Sosyal Araştırmalar Dergisi, 10(2), 1314-1331. https://doi.org/10.33206/mjss.856922
AMA Şahin F, Karahan MO. Akış Deneyiminin Mobil Oyun Bağımlılığı ve Keşifsel Davranış Üzerindeki Etkisi: Ağızdan Ağıza Pazarlama Kapsamında Bir İncelenme. MJSS. April 2021;10(2):1314-1331. doi:10.33206/mjss.856922
Chicago Şahin, Fatih, and Mehmet Ozan Karahan. “Akış Deneyiminin Mobil Oyun Bağımlılığı Ve Keşifsel Davranış Üzerindeki Etkisi: Ağızdan Ağıza Pazarlama Kapsamında Bir İncelenme”. MANAS Sosyal Araştırmalar Dergisi 10, no. 2 (April 2021): 1314-31. https://doi.org/10.33206/mjss.856922.
EndNote Şahin F, Karahan MO (April 1, 2021) Akış Deneyiminin Mobil Oyun Bağımlılığı ve Keşifsel Davranış Üzerindeki Etkisi: Ağızdan Ağıza Pazarlama Kapsamında Bir İncelenme. MANAS Sosyal Araştırmalar Dergisi 10 2 1314–1331.
IEEE F. Şahin and M. O. Karahan, “Akış Deneyiminin Mobil Oyun Bağımlılığı ve Keşifsel Davranış Üzerindeki Etkisi: Ağızdan Ağıza Pazarlama Kapsamında Bir İncelenme”, MJSS, vol. 10, no. 2, pp. 1314–1331, 2021, doi: 10.33206/mjss.856922.
ISNAD Şahin, Fatih - Karahan, Mehmet Ozan. “Akış Deneyiminin Mobil Oyun Bağımlılığı Ve Keşifsel Davranış Üzerindeki Etkisi: Ağızdan Ağıza Pazarlama Kapsamında Bir İncelenme”. MANAS Sosyal Araştırmalar Dergisi 10/2 (April 2021), 1314-1331. https://doi.org/10.33206/mjss.856922.
JAMA Şahin F, Karahan MO. Akış Deneyiminin Mobil Oyun Bağımlılığı ve Keşifsel Davranış Üzerindeki Etkisi: Ağızdan Ağıza Pazarlama Kapsamında Bir İncelenme. MJSS. 2021;10:1314–1331.
MLA Şahin, Fatih and Mehmet Ozan Karahan. “Akış Deneyiminin Mobil Oyun Bağımlılığı Ve Keşifsel Davranış Üzerindeki Etkisi: Ağızdan Ağıza Pazarlama Kapsamında Bir İncelenme”. MANAS Sosyal Araştırmalar Dergisi, vol. 10, no. 2, 2021, pp. 1314-31, doi:10.33206/mjss.856922.
Vancouver Şahin F, Karahan MO. Akış Deneyiminin Mobil Oyun Bağımlılığı ve Keşifsel Davranış Üzerindeki Etkisi: Ağızdan Ağıza Pazarlama Kapsamında Bir İncelenme. MJSS. 2021;10(2):1314-31.

MANAS Journal of Social Studies