Publication: Blokzincir uygulamalarında akış deneyiminin online satın alma niyetine etkisi üzerine bir araştırma
Abstract
Blokzincir teknolojisi günümüz insanının hayat akışındaki iş yapış şeklini temelden değiştiren yıkıcı bir yenilik olarak kabul edilmiştir. Bu noktada blokzincir teknolojisi, sadece finans sektöründe kripto paralar ile sınırlı kalmayarak pazarlama, iletişim, bilgi teknolojileri gibi birçok sektörde faaliyet alanı yaratmaktadır. Güven protokolünü akıllı sözleşmelerle tam anlamıyla sağlayarak merkeziyetsiz bir altyapı yaratan blokzincir uygulamaları, giderek artan bir şekilde iş hayatında benimsenmektedir. Bu çalışmanın amacı, blokzincir uygulamalarında akış deneyiminin online satın alma niyetine etkilerini araştırarak dijital pazarlama yönetimine yeni bir boyut kazandırabilmektir. Blokzincir uygulamalarına yönelme kararındaki şirket yöneticilerine etkin dijital pazarlama ve marka stratejilerini oluşturmada destek olacak bir fikir sunabilmek ve akış deneyiminin online satın alma niyeti ile etkileşimine farklı bir bakış açısı getirebilmek gibi alanlarda katkı sağlanması hedeflenmektedir. Kullanıcıların blokzincir uygulamalarında online satın alma niyetlerine etki eden faktörler güven, akış deneyimi ve algılanan risk olmak üzere incelenmiştir. Açığa çıkarılan bulgular, yöneticilere, girişimcilere ve uygulayıcılara yeni stratejiler oluşturma konusunda öneri niteliğindedir.
Blockchain technology is accepted as an disruptive innovation which fundamentally changes the way today's people do business in the flow of life. At this point, blockchain technology is not only limited to cryptocurrencies in the financial sector, but also creates a field of activity in many sectors such as marketing, communication and information technologies. Blockchain applications, which create a decentralized infrastructure by fully providing the trust protocol with smart contracts, are increasingly being adopted in business life. The aim of this research is to add a new dimension to digital marketing management by investigating the effects of flow experience on online purchase intention in blockchain applications. It is aimed to contribute in areas such as providing an idea that will support the company managers in their decision to turn to blockchain applications in creating effective digital marketing and brand strategies and bringing a different perspective to the interaction of the flow experience with online purchase intention. The factors that affect users' online purchase intentions in blockchain applications are examined as trust, flow experience and perceived risk. The findings revealed are suggestions for managers, entrepreneurs and practitioners to create new strategies.
Blockchain technology is accepted as an disruptive innovation which fundamentally changes the way today's people do business in the flow of life. At this point, blockchain technology is not only limited to cryptocurrencies in the financial sector, but also creates a field of activity in many sectors such as marketing, communication and information technologies. Blockchain applications, which create a decentralized infrastructure by fully providing the trust protocol with smart contracts, are increasingly being adopted in business life. The aim of this research is to add a new dimension to digital marketing management by investigating the effects of flow experience on online purchase intention in blockchain applications. It is aimed to contribute in areas such as providing an idea that will support the company managers in their decision to turn to blockchain applications in creating effective digital marketing and brand strategies and bringing a different perspective to the interaction of the flow experience with online purchase intention. The factors that affect users' online purchase intentions in blockchain applications are examined as trust, flow experience and perceived risk. The findings revealed are suggestions for managers, entrepreneurs and practitioners to create new strategies.