Publication: Dijital yayın platformu özelliklerinin kullanıcı deneyimine etkisi : Netflix örneği
Abstract
Bünyesinde çeşitli özellikler barındıran dijital yayın platformları için kullanıcıların platformdan sağladığı deneyim oldukça önemlidir. Deneyimin arttırılması için platformlar kullanıcılarına sunduğu özellikleri sıklıkla güncellemektedir. Araştırma kapsamında da dijital yayın platformları özelliklerinin kullanıcı deneyimine olan etkilerinin ortaya konulması hedeflenmiştir. Araştırmanın ilk bölümünde dijital yayıncılık ve platformlar hakkında bilgiler aktarılmıştır. İkinci bölümde platform özellikleri, kullanılabilirlik ve kullanıcı deneyimi ile ilgili güncel literatür hakkında bilgi verilmiştir. Araştırmanın üçüncü bölümünde amaç, yöntem, uyarlanan ölçek çalışmaları ve araştırma metodolojisi açıklanmıştır. Araştırmada Türkiye’de faaliyet göstermeye başlayan ilk uluslararası platform ve dünyada en fazla üyeye sahip olan Netflix, örnek platform seçilmiştir. İçerik analizi yöntemiyle belirlenen Netflix’in kullanıcısına sunduğu özelliklerden; arayüz tasarımları, kişiselleştirme, öneri algoritmaları, görsel tasarım ve aşırı- seri izleme; teknik özellikler, içerik çeşitliliğine bağlı kültürel etki, eğlence ve oyun içerikleri; içerik özellikleri, fiyatlandırma politikası da ekonomik özellikler çerçevesinde değerlendirilmiştir. Özelliklerin kullanılabilirlik ve markaya yönelik beğeni algısı temelinde deneyime olan etkisinin ortaya çıkartılması için literatürde var olan ölçeklerin uyarlanmasıyla oluşturulan soru formu kullanıcılar tarafından yanıtlanmıştır. 408 Netflix kullanıcısından elde edilen verilerin Jamovi programıyla nasıl analiz edildiği de bu bölümde açıklanmıştır. Araştırma sonucunda teknik özelliklerin kullanılabilirliği, içerik özelliklerinin markayı beğenme düzeyini pozitif yönde etkilediği belirlenmiştir. Kullanıcıların fiyatlandırma özelliğiyle ilgili kararsız bir tutumda olmaları özelliğin markayı beğenme düzeyini negatif yönde etkilediğini ortaya çıkarmaktadır. Ayrıca kullanılabilirlik ve kullanıcı deneyimi arasında ve aynı şekilde markayı beğenme ve kullanıcı deneyimi arasında da pozitif etki olduğu araştırmada belirlenmiştir. Kullanıcıların platformda geçirdiği zaman, platforma üyelik süreleri ve erişim sağlanan cihaz çeşitliliği kullanımı ile kullanılabilirlik, markayı beğenme düzeyi ve kullanıcı deneyimi arasında herhangi bir ilişki bulunamamıştır.
The experience provided by users from the platform is very important for digital broadcasting platforms that have many different features. In order to increase the experience, platforms frequently update the features they offer to their users. Within the scope of the research, it is aimed to reveal the effects of the features of digital broadcasting platforms on user experience. In the first part of the study, information about digital and platform publishing is given. In the second part, information about the current literature on platform features, usability and user experience is given. In the third part of the study, the purpose, method, adapted scale studies and research methodology are explained. Netflix, the first international platform to start operating in Turkey and the platform with the highest number of members in the world, was selected as the sample platform in the research. With the content analysis method, the features offered by Netflix to the user; interface designs, personalisation, recommendation algorithms, visual design and binge-watching; technical features, content diversity, entertainment and game content; content features, pricing policy offered to the user were evaluated within the framework of economic features. In order to reveal the effect of the features on the experience on the basis of usability and brand appreciation perception, the question form created by adapting the existing scales in the literature was answered by the users. How the data obtained from 408 Netflix users were analysed with Jamovi software is also explained in this section. As a result of the research, it was determined that the usability of technical features and content features positively affect the level of liking the brand. The fact that users have an undecided attitude about the pricing feature reveals that the feature negatively affects the level of brand liking. In addition, it was determined in the research that there is a positive effect between usability and user experience, as well as between brand liking and user experience. No relationship was found between the time spent by the users on the platform, the duration of membership to the platform and the use of the variety of devices accessed and usability, brand liking level and user experience.
The experience provided by users from the platform is very important for digital broadcasting platforms that have many different features. In order to increase the experience, platforms frequently update the features they offer to their users. Within the scope of the research, it is aimed to reveal the effects of the features of digital broadcasting platforms on user experience. In the first part of the study, information about digital and platform publishing is given. In the second part, information about the current literature on platform features, usability and user experience is given. In the third part of the study, the purpose, method, adapted scale studies and research methodology are explained. Netflix, the first international platform to start operating in Turkey and the platform with the highest number of members in the world, was selected as the sample platform in the research. With the content analysis method, the features offered by Netflix to the user; interface designs, personalisation, recommendation algorithms, visual design and binge-watching; technical features, content diversity, entertainment and game content; content features, pricing policy offered to the user were evaluated within the framework of economic features. In order to reveal the effect of the features on the experience on the basis of usability and brand appreciation perception, the question form created by adapting the existing scales in the literature was answered by the users. How the data obtained from 408 Netflix users were analysed with Jamovi software is also explained in this section. As a result of the research, it was determined that the usability of technical features and content features positively affect the level of liking the brand. The fact that users have an undecided attitude about the pricing feature reveals that the feature negatively affects the level of brand liking. In addition, it was determined in the research that there is a positive effect between usability and user experience, as well as between brand liking and user experience. No relationship was found between the time spent by the users on the platform, the duration of membership to the platform and the use of the variety of devices accessed and usability, brand liking level and user experience.