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

Selçuk Yasin YILDIZ, (Sivas Cumhuriyet Üniversitesi, Sivas, Türkiye)
Sena ALTIN (Kayseri Üniversitesi, Kayseri, Türkiye)
Yönetim Bilimleri Dergisi
5 0
Yıl: 2023 Cilt: 21 Sayı: 50 Sayfa Aralığı: 1311 - 1339 Metin Dili: İngilizce DOI: 10.35408/comuybd.1336714 İndeks Tarihi: 26-10-2023

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

Öz:
This research delves into investigating the impact of gamification components on consumers' tendency towards impulsive purchasing actions within digital platforms. By addressing these gaps existing within the marketing literature, this study offers valuable insights that can aid in devising more efficient gamified encounters customized to the distinct attributes and inclinations of consumers. This research encompasses an exploration of alterations in purchasing conduct when consumers come across gamification components within digital shopping platforms. The data collection process involved the participation of 457 individuals actively engaged in digital shopping. This endeavor evaluated variables encompassing digital skills, perceived personalization, the desirability of scoring points, and the propensity for impulsive buying. Subsequently, the data underwent analysis through the utilization of the SmartPLS 4.0 software. The study's outcomes disclose the affirmative influence of digital skills and perceived personalization on impulsive buying inclinations. Moreover, the desirability of scoring points is shown to positively sway impulsive buying intentions, with this influence being mediated indirectly through digital skills and perceived personalization. This research brings to the fore the way gamification components wield influence over consumer conduct within the realm of digital shopping platforms. Ultimately, it underscores the potential for the constructive impact of incorporating gamification features within digital platforms on impulsive buying tendencies. Moreover, businesses can enhance impulsive buying behavior by creating more user-friendly digital platforms, offering personalized services, and providing opportunities for point accumulation. While this research contributes to understanding the interaction between gamification, digital skills, perceived personalization, and impulsive buying behavior, it acknowledges limitations such as sample selection and the use of cross-sectional data. For future research, it is recommended to explore causality through longitudinal and/or experimental designs, work with larger samples, and consider additional variables for a comprehensive understanding. In summary, this study stands as one of the pioneering research efforts investigating how gamification elements within digital platforms impact consumers' impulsive buying behavior. Personalized services aligned with individual preferences and personalized promotions can further reinforce gamification desire and impulsive buying behavior. Businesses can optimize the effectiveness of gamification efforts by tailoring their marketing strategies to target consumers with a strong inclination toward gamification.
Anahtar Kelime: Digital Skill Impulsive Buying Gamification Perceived Personalization Consumer Purchasing Behavior

DİJİTAL PAZARDA KAYBOLMAK: PUANLAR, AVANTAJLAR VE SATIN ALIMLAR

Öz:
Bu çalışma, dijital platformlardaki oyunlaştırma unsurlarının tüketicilerin dürtüsel satın alma davranışını nasıl etkilediğini araştırmaktadır. Çalışma, dijital yetenek, algılanan kişiselleştirme ve puan kazanma arzusu (oyunlaştırma) gibi değişkenlerin dürtüsel satın alma davranışı üzerindeki etkilerini incelemektedir. Pazarlama literatüründeki bu boşlukları ele alarak, tüketicilerin özelliklerine ve tercihlerine göre uyarlanmış daha etkili oyunlaştırılmış deneyimler tasarlamak için ön görüler sunmaktadır. Araştırma metodolojisi, tüketicilerin dijital alışveriş platformlarında oyunlaştırma unsurlarıyla karşılaştıklarında satın alma davranışlarındaki değişikliklerin araştırılmasını içermektedir. Dijital alışveriş yapan toplam 457 kişiden; dijital yeterlilik, algılanan kişiselleştirme, puan biriktirme (oyunlaştırma) arzusu ve impulsive satın alma eğilimi değişkenleri kullanılarak veriler toplanmıştır. Veri analiz sürecinde SmartPLS 4.0 programı kullanılmıştır. Çalışmanın bulguları, dijital yetkinliğin ve algılanan kişiselleştirmenin dürtüsel satın alma niyetini olumlu yönde etkilediğini göstermektedir. Ayrıca, puan kazanma arzusunun dürtüsel satın alma niyetini pozitif yönde etkilediğini, ancak bu etkinin dijital yetkinlik ve algılanan kişiselleştirme ile dolaylı olarak gerçekleştiğini göstermektedir. Bu çalışma oyunlaştırma unsurlarının dijital alışveriş platformlarında tüketici davranışını nasıl etkilediğine ışık tutmaktadır. Sonuç olarak, işletmelerin dijital platformlarında oyunlaştırma unsurlarını kullanmasının dürtüsel satın alma davranışı üzerinde olumlu bir etkisi olabileceğini göstermektedir. Ayrıca işletmeler, dijital platformlarını daha kullanıcı dostu hale getirerek, kişiselleştirilmiş hizmetler sunarak ve puan kazanma fırsatları sağlayarak dürtüsel satın alma davranışını artırabilirler. Bu araştırma, oyunlaştırma, dijital yetkinlik, algılanan kişiselleştirme ve dürtüsel satın alma davranışı arasındaki etkileşimin anlaşılmasına katkıda bulunurken, örneklem seçimi ve kesitsel veri kullanımı gibi sınırlılıkları bulunmaktadır. Gelecekteki çalışmalar için; boylamsal ve/veya deneysel tasarımlar kullanarak nedenselliği araştırması, daha büyük bir örneklem üzerinde çalışılması ve kapsamlı bir anlayış için ek değişkenlerin de dikkate alınması önerilmektedir. Genel olarak, bu çalışma, dijital platformlardaki oyunlaştırma unsurlarının tüketicilerin dürtüsel satın alma davranışını nasıl etkilediğini araştıran ilk çalışmalardan biridir. Bireysel tercihlere göre özelleştirilmiş hizmetler ve kişiye özel promosyonlar, oyunlaştırma arzusunun ve dürtüsel satın alma davranışının gücünü daha da artırabilir. İşletmeler, pazarlama stratejilerini oyunlaştırma konusunda güçlü bir istek duyan tüketicileri hedefleyecek şekilde uyarlayarak oyunlaştırma çabalarının etkinliğini en üst düzeye çıkarabilir.
Anahtar Kelime: Dijital Yetenek Plansız Satın Alma Oyunlaştırma Algılanan Kişiselleştirme Tüketici Satın Alma Davranışı

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA YILDIZ S, ALTIN S (2023). GETTING LOST IN THE DIGITAL MARKETPLACE: POINTS, BENEFITS, AND PURCHASES. , 1311 - 1339. 10.35408/comuybd.1336714
Chicago YILDIZ Selçuk Yasin,ALTIN SENA GETTING LOST IN THE DIGITAL MARKETPLACE: POINTS, BENEFITS, AND PURCHASES. (2023): 1311 - 1339. 10.35408/comuybd.1336714
MLA YILDIZ Selçuk Yasin,ALTIN SENA GETTING LOST IN THE DIGITAL MARKETPLACE: POINTS, BENEFITS, AND PURCHASES. , 2023, ss.1311 - 1339. 10.35408/comuybd.1336714
AMA YILDIZ S,ALTIN S GETTING LOST IN THE DIGITAL MARKETPLACE: POINTS, BENEFITS, AND PURCHASES. . 2023; 1311 - 1339. 10.35408/comuybd.1336714
Vancouver YILDIZ S,ALTIN S GETTING LOST IN THE DIGITAL MARKETPLACE: POINTS, BENEFITS, AND PURCHASES. . 2023; 1311 - 1339. 10.35408/comuybd.1336714
IEEE YILDIZ S,ALTIN S "GETTING LOST IN THE DIGITAL MARKETPLACE: POINTS, BENEFITS, AND PURCHASES." , ss.1311 - 1339, 2023. 10.35408/comuybd.1336714
ISNAD YILDIZ, Selçuk Yasin - ALTIN, SENA. "GETTING LOST IN THE DIGITAL MARKETPLACE: POINTS, BENEFITS, AND PURCHASES". (2023), 1311-1339. https://doi.org/10.35408/comuybd.1336714
APA YILDIZ S, ALTIN S (2023). GETTING LOST IN THE DIGITAL MARKETPLACE: POINTS, BENEFITS, AND PURCHASES. Yönetim Bilimleri Dergisi, 21(50), 1311 - 1339. 10.35408/comuybd.1336714
Chicago YILDIZ Selçuk Yasin,ALTIN SENA GETTING LOST IN THE DIGITAL MARKETPLACE: POINTS, BENEFITS, AND PURCHASES. Yönetim Bilimleri Dergisi 21, no.50 (2023): 1311 - 1339. 10.35408/comuybd.1336714
MLA YILDIZ Selçuk Yasin,ALTIN SENA GETTING LOST IN THE DIGITAL MARKETPLACE: POINTS, BENEFITS, AND PURCHASES. Yönetim Bilimleri Dergisi, vol.21, no.50, 2023, ss.1311 - 1339. 10.35408/comuybd.1336714
AMA YILDIZ S,ALTIN S GETTING LOST IN THE DIGITAL MARKETPLACE: POINTS, BENEFITS, AND PURCHASES. Yönetim Bilimleri Dergisi. 2023; 21(50): 1311 - 1339. 10.35408/comuybd.1336714
Vancouver YILDIZ S,ALTIN S GETTING LOST IN THE DIGITAL MARKETPLACE: POINTS, BENEFITS, AND PURCHASES. Yönetim Bilimleri Dergisi. 2023; 21(50): 1311 - 1339. 10.35408/comuybd.1336714
IEEE YILDIZ S,ALTIN S "GETTING LOST IN THE DIGITAL MARKETPLACE: POINTS, BENEFITS, AND PURCHASES." Yönetim Bilimleri Dergisi, 21, ss.1311 - 1339, 2023. 10.35408/comuybd.1336714
ISNAD YILDIZ, Selçuk Yasin - ALTIN, SENA. "GETTING LOST IN THE DIGITAL MARKETPLACE: POINTS, BENEFITS, AND PURCHASES". Yönetim Bilimleri Dergisi 21/50 (2023), 1311-1339. https://doi.org/10.35408/comuybd.1336714
Sayfa Oluşturulma Tarihi
24-04-2024 9:32

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