LEE- İşletme Mühendisliği-Yüksek Lisans

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http://hdl.handle.net/11527/19310

Gözat

Yazar "Burnaz, Şebnem H." ile LEE- İşletme Mühendisliği-Yüksek Lisans'a göz atma
  • Öge
    The influence of gamification on repurchase intention: The case of Yemeksepeti
    (Graduate School, 2022-06-23) Albayrak, Gizem ; Burnaz, Şebnem H. ; 507181013 ; Management Engineering
    The concept of gamification, which has been heard frequently recently and increasing its popularity every passing year, is defined as the use of game concept and elements in non-game environments. Gamification can be seen as a method used to solve problems and increase participation by increasing people's motivation. It is seen as a new communication and interaction tool with people in every field it is used. The concept of gamification strengthens people's motivation and sense of competition by including entertainment elements such as level, reward, status. The concept of gamification has been used frequently in many fields. It can be said that the first sector in which gamification is used is education. Game elements are used to make education and training competitive and attractive. In addition to education, game elements have begun to be added to areas where game and entertainment elements are not included. It can add game elements to human resources processes in order to increase the motivation and loyalty of an organization's employees to the company. Recently, there are many companies that have included gamification in their processes such as training and recruitment. Game elements added to human resources processes are expressed as internal gamification, while gamification of customer processes in the field of marketing is stated as external gamification. Companies include gamification in their marketing activities for purposes such as increasing the customer's interaction with the brand, improving the experience processes, and strengthening brand loyalty and engagement. With the developing technology and digitalization, companies have started to use mobile applications as an effective tool in their customer experience processes. Mobile applications are of great importance in order to be able to interact with customers at any time and reach customers. Integrating gamification with the brand's digital channels such as mobile applications and websites ensures timely access to customers and increases the frequency of customers' use of these channels with game elements. Gamification of these channels facilitates processes such as the promotion of companies' brands, the sale of their products and services, and the strengthening of customer relations. It is aimed to increase the participation of users by adding many game elements such as points, leaderboards, badges, statuses to environments or applications where there is no entertainment. Utilized items can increase users' curiosity and familiarity with the brand, company or application. Companies can play a role in the interaction of users with their social environment by creating an atmosphere of competition or cooperation with game elements such as success statuses and leaderboards that they add to their applications or channels. The gamification elements and concept used by brands strengthen the brand's awareness and familiarity by consumers. The use of the gamification concept by the brands can be found innovative and creative by the consumers and can increase the interest and attention to the brand. Consumers' interest in gamified systems of brands and in the competitive environment that may occur, they can suggest people around them and their friends to use the brand and the systems they have created, and this will provide positive word of mouth communication for brands. With the systems created with game elements, it is ensured that the consumers interact with the brand more frequently, and as a marketing effect, it is aimed to increase the consumer's use of the brand more often and to increase their loyalty to the brand. By ensuring that the consumer encounters the concept of gamification on all platforms belonging to the brand, such as social media, mobile applications, websites, visiting the platforms and the brand more often, it not only provides loyalty to the brand, but also has positive effects on consumers' repurchase intentions. In addition to the competition provided by the gamification concept, the gifts given to the consumers as a result of events, competitions, etc., the products they collect and the products earned in return for badges, the suggestions and incentives for a healthy life in most brand platforms can increase the consumers' interest in the brand and gamified platforms, and their frequency of using the platform and shopping. The main purpose of this study is to examine the effects of gamification on repurchase intention in an online food ordering platform. The factors affecting the intention were determined by making a literature review on the subject. In this context, perceived social impact, perceived usefulness, perceived ease of use, and perceived pleasure were analysed. In this framework, hypotheses were formed and tested. In line with the purpose of the thesis, a survey study was conducted and data was collected by survey method. The survey reached 474 people, but 434 out of 474 people order food through Yemeksepeti; 303 out of 434 people stated that they knew the gamification elements such as badges and points used in Yemeksepeti. When the frequency of usage of Yemeksepeti is examined, it is seen that 21.58% of the respondent order food via Yemeksepeti several times a week. 61.64% of participants have been a member of Yemeksepeti for more than 2 years. Participants of the study has given a variety of answers about gamification elements in Yemeksepeti. However, the majority with of 71.23% know the contest of muhktar. After analyses, it is observed that perceived social influence, perceived ease of use, perceived usefulness, and perceived enjoyment affect positively repurchase intention.