Factors affecting individuals' intention to play and make purchases of virtual goods in free to play games
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Bilgi Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Covid 19 pandemisinin etkisiyle dijital oyun sektörü, film endüstrisini geride bırakmıştır. Dünyada ve ülkemize mobil oyun sektörü oldukça ilgi görmektedir. Özellikle Türk oyun şirketi Peak Games'in ülkenin ilk 1 milyar doları aşan firması olmasıyla yurt içinde birçok mobil oyun şirketi kurulmaya başlanmıştır. Bu çalışmanın amacı, bireylerin gündelik mobil oyunlarla meşgul olma niyetlerini ve oynaması bedava oyunlarda sanal ürün satın alma motivasyonlarını anlayarak akademik çalışmalara ve özel sektöre katkıda bulunmaktır. Mobil oyunlar psikoloji, sosyoloji, pazarlama, insan bilgisayar etkileşimi gibi birçok farklı alanda incelenmiştir. Bu yönleriyle mobil oyunlar, akademisyenlere birçok açıdan değerlendirilebilecek kompleks bir çalışma alanı sunmaktadır. Bu çalışmada, ilk olarak gündelik mobil oyun oynayan kişilerin oyun oynama motivasyonları anlaşılmaya çalışılmıştır. İkinci olarak, oynaması bedava olan gündelik mobil oyunlarda, kişilerin sanal ürün satın alma nedenleri keşfedilmek istenmiştir. Bu çalışmada haz, sosyal norm, yapışkanlık, algılanan değer (işlevsel, duygusal, sosyal) ve gevşeme (kaçış, dikkat dağıtma, rahatlama) bağımsız değişkenlerinin, oyun oynama niyeti ve oyun içinde sanal ürün satın alma niyeti üzerindeki etkileri araştırılmıştır. Araştırmada ortaya atılan hipotezleri test etmek amacıyla mobil oyun oynayan kişilere online anket yapılmıştır. Ankete 200 birey katılmıştır. Ankette, oyunculara demografik sorularla birlikte mobil oyun oynama sıklıkları, en çok oynadıkları oyunlar, oyun oynamaktan aldıkları keyif, oynama ve satın alma niyetlerine dair fikirleri sorulmuştur.
With the effect of the Covid 19 pandemic, the digital game sector has left the film industry behind. The mobile game industry attracts a lot of attention in the world and in our country. Especially with the Turkish game company Peak Games being the country's first company with over 1 billion dollars (a unicorn company), many mobile game companies have started to be established in the country. The aim of this study is to contribute to the academic and private sector by understanding the factors affecting individuals' intention to play and make purchases of virtual goods in free-to-play games. Mobile games have been studied in many different areas such as psychology, sociology, marketing, and human-computer interaction. With these aspects, the mobile game industry offers academicians a complex field of study that can be evaluated in many ways. In this study, it was first tried to understand the motivations of people who play casual mobile games. Secondly, it is aimed to explore the reasons why people buy virtual goods in casual mobile games that are free to play. In this study, the effects of pleasure, social norm, stickiness, perceived value (functional, emotional, social) and relaxation (escape, distraction, relaxation) independent variables on intention to play and purchase intention were investigated. In order to test the hypotheses put forward in the research, an online survey was conducted with people playing mobile games. Two hundred individuals participated in the survey. In the survey, along with demographic questions, the players were asked about their frequency of playing mobile games, the games they play the most, the enjoyment they get from playing games, and their intention to play and make purchases of virtual goods. It is found that stickiness, enjoyment, social norm, tension release and perceived value have positive impact on intention to play and purchase intention.
With the effect of the Covid 19 pandemic, the digital game sector has left the film industry behind. The mobile game industry attracts a lot of attention in the world and in our country. Especially with the Turkish game company Peak Games being the country's first company with over 1 billion dollars (a unicorn company), many mobile game companies have started to be established in the country. The aim of this study is to contribute to the academic and private sector by understanding the factors affecting individuals' intention to play and make purchases of virtual goods in free-to-play games. Mobile games have been studied in many different areas such as psychology, sociology, marketing, and human-computer interaction. With these aspects, the mobile game industry offers academicians a complex field of study that can be evaluated in many ways. In this study, it was first tried to understand the motivations of people who play casual mobile games. Secondly, it is aimed to explore the reasons why people buy virtual goods in casual mobile games that are free to play. In this study, the effects of pleasure, social norm, stickiness, perceived value (functional, emotional, social) and relaxation (escape, distraction, relaxation) independent variables on intention to play and purchase intention were investigated. In order to test the hypotheses put forward in the research, an online survey was conducted with people playing mobile games. Two hundred individuals participated in the survey. In the survey, along with demographic questions, the players were asked about their frequency of playing mobile games, the games they play the most, the enjoyment they get from playing games, and their intention to play and make purchases of virtual goods. It is found that stickiness, enjoyment, social norm, tension release and perceived value have positive impact on intention to play and purchase intention.
Açıklama
Lisansüstü Programlar Enstitüsü, Pazarlama Ana Bilim Dalı, Pazarlama Bilim Dalı
Anahtar Kelimeler
İletişim Bilimleri, Communication Sciences, İşletme
