- Pazarlama ve Araştırmaları Dergisi
- Cilt: 17 Sayı: 1
- LEVERAGING THE POWER OF GAMIFICATION IN CONSUMER DECISION MAKING: HEDONISM VS. UTILITARIAN
LEVERAGING THE POWER OF GAMIFICATION IN CONSUMER DECISION MAKING: HEDONISM VS. UTILITARIAN
Authors : Selçuk Yasin YILDIZ
Pages : 171-198
View : 26 | Download : 36
Publication Date : 2024-01-31
Article Type : Research
Abstract :Purpose: In the realm of consumer behavior, various research has been conducted on the act of shopping, which is a common occurrence in consumer culture. Personal, environmental, and cultural variables, among others, have been found by researchers to affect shopping behavior. Among these elements are hedonistic and utilitarian shopping, two distinct forms of consumer behavior motivated by different motives and objectives. Understanding these distinctions may help merchants and marketing professionals modify their marketing efforts to fit the demands and preferences of their target clients. Moreover, gamification is a potent marketing strategy that may increase customer engagement, motivate desired actions, and deliver important consumer data. This article examines three particular facets of purchasing behavior: hedonic shopping, utilitarian shopping, and gamification. Methodology: In this study, which is based on the flow theory, the differences between the presence of gamification elements in terms of "hedonic shopping value and utilitarian shopping value” are mentioned. This study, which was prepared to determine what kind of changes occur in the purchasing behavior of consumers when gamification elements are included in the shopping process, is a longitudinal study in which data were collected in two different periods. Findings: According to the findings of this study, the application of gamification components in the shopping process induces behavioral changes in customers, alters their purchase preferences, and influences their decision-making. Discussion: It is suggested that the more gamification elements are incorporated into the shopping process, the more changes will occur in consumers\' behavior, purchasing decision processes, and purchasing styles.Keywords : Oyunlaştırma, Akış teorisi, Hedonik alışveriş, Faydacı alışveriş, Davranışsal değişimler