Sanal gerçeklik video oyun teknolojisini kullanmaya devam etme niyetini etkileyen faktörlerin teknoloji kabulünün incelenmesi skyrım örneği
Investigating the technology acceptance of factors that affect continual use intention of virtual reality video game technology skyrim example
Yazar: KUNTER ALP
Danışman: DOÇ. DR. ÇİĞDEM ALTIN GÜMÜŞSOY
İstanbul Teknik Üniversitesi / Fen Bilimleri Enstitüsü / Endüstri Mühendisliği Ana Bilim Dalı / Endüstri Mühendisliği Bilim Dalı
Derece: Yüksek Lisans, 2019
Konu: Endüstri ve Endüstri Mühendisliği = Industrial and Industrial Engineering

Özet:
Sanal gerçeklik video oyunları gün geçtikçe yaygınlaşan yeni sayılabilecek bir eğlence mecrasıdır. Özellikle de kullanıcılar için yeni bir oyun alanı, eğlence aracı ve deneyim üretme alanı olarak görülmektedir. Sadece kullanıcıların faydalandıkları değil firmaların da faydalandıkları bir alan durumundadır. Tabii ki firmalar için sağladığı en büyük fayda gelir faydasıdır. Oyunlar ne kadar çok satarsa o kadar gelir elde edilir. Ancak bunun yanında sanal gerçeklik video oyunları reklam verebilme, oyun içi ürün yerleştirme gibi yeni bir reklam sahası doğurmuştur. Kullanıcıların davranışlarını, niyetlerini tahmin etme çabası bu anlamda firmalara avantaj sağlayacaktır. Bu sayede firmalar özellikle reklam ve planlama anlamında daha verimli, daha az maliyetli, daha çok müşteri odaklı, daha hızlı hizmet sunabilme imkanına sahip olabilirler. Kullanıcıların sanal gerçeklik video oyunlarından faydalanmaları ise elbette en çok keyifli vakit geçirme olarak karşımıza çıkacaktır. Kullanıcı deneyimi, serüven, etkileşim gibi konularda da kullanıcılar bu oyunları kullanarak faydalanacaklardır. Firmalar kullanıcı davranışlarının, davranış niyetlerinin, kullanıcıların oyunları oynamaya devam etme niyetlerinin sebeplerini bulmaya çalışarak ürünlerini ve kendilerini hangi konularda geliştirmelerinin lazım olduğunu tespit edebilirler. Neticede sanal gerçeklik oyunlarının kullanılmaya devam edilme niyetlerini incelemek, tespit etmek tüm paydaşlar için önemli bir konudur.
Geçmişte teknoloji kabulünü inceleyen pek çok model geliştirilmiştir. Bunların başında Teknoloji Kabul Modeli gelmektedir. Hem sıkça kullanılmaktadır hem de ilk modellerden birisidir. Ancak modelin insani değerleri araştıracak bir yapıda olmaması sebebiyle sosyal değerleri de barındıracak eklemelerle kullanılması öğütlenmektedir. Bu sebeple sanal gerçeklik video oyunları kullanmaya devam etme niyetinin sebeplerini inceleyecek olan araştırma modeli oluşturulurken, Teknoloji Kabul Modelinden algılanan kullanım kolaylığı ve algılanan fayda, planlı davranış teorisinden subjektif normlar (bu çalışmada sosyal etki adıyla) ve diğer benzer ve çeşitli çalışmalardan meydan okuma, algılanan keyif, gerçekten kaçış, cisimleştirme, tutulma ve mevcudiyet değişkenleri esas alınmıştır.
Çalışmada anket yöntemi kullanılmıştır. The Elder Scrolls V: Skyrim VR oyununu oynayan katılımcılar hedef kitle olarak belirlenmiştir. Çeşitli ülkelerden internet anketi sayesinde 310 cevap toplanmıştır. Yapısal eşitlik modellemesi ile analizler yapılmıştır ve IBM SPSS, AMOS programları analizlere yardımcı olunması için kullanılmıştır.
Sonuçlara göre cisimleştirme ve meydan okuma değişkenleri hariç geriye kalan tüm değişkenlerin kullanmaya devam etme niyeti üzerinden doğrudan ya da dolaylı olarak anlamlı etkilerinin bulunduğu gözlemlenmiştir. Kullanmaya devam etme niyeti üzerinde en çok etkisi bulunan değişken ise algılanan keyiftir. Algılanan keyfi az çok aynı derecede ve güçlü şekilde etkileyen algılanan kullanım kolaylığı, gerçekten kaçış, tutulma ve mevcudiyet değişkenleri de dolayısıyla kullanmaya devam etme niyetini etkilerler. Sosyal etki ise doğrudan kullanmaya devam etme niyetini etkileyen bir değişken olarak saptanmıştır.
Neticede bu çalışma sanal gerçeklik video oyunlarını kullanmaya devam etme niyetini araştıran firmalar için önemli bir çalışmadır. Çalışmanın sonunda yer alan sonuçlar bu konuda gelişmek isteyen firmaların yönetimlerine katkı sağlayacaktır. Son bölümde bu sebeple yönetimsel çıkarımlar ve gelecekteki potansiyel çalışmalar hakkında fikir verilmiştir.

Abstract:
Virtual reality video games is a new entertainment area that expands day by day. It is accepted as a new gaming, entertainment area and an experience production area for users. Since it's widely related with video gaming, which is becoming a daily habit day by day, it's not a brand new research area for the world to explore its dynamics and impacts. While investigating the new technology, video game industry is a good reference point.
To include all the aspects of video gaming, it's important to lay emphasis on that, it is an area of benefit not only for users but also for companies. Of course, the biggest benefit for companies is its revenue. Revenues are as high as the games are sold. So new monetary resources would surely lead to better service quality. That aside, virtual reality video games generated a new advertisement area. The effort that put into the prediction of user behaviors and intention would surely gives an advantage to companies. By this, companies will have the opportunity to produce more efficient, less costly, more consumer oriented and faster service.
Companies in video game sector can have very unstable customer loyalty. Since a person can experience and try thousands of alternative video games, but not just one, the game choices can shift easily. To stabilize that customer pool the aim of target in advertisement should be consistent and clear. To make that happen customer needs and dynamics must be examined well. Since it's hard and expensive to find new customers and make them loyal to one game, video game companies have already started to produce different types of games rapidly which will lead to customer loyalty to not one particular game but to the games of company itself. To keep customers loyal who are already playing games, it's important to know if those customers are going to continue to play those games. Thus, the reasons of continual use intention are important and valuable for companies to have a better, more efficient, more accurate and cheaper market strategy.
Users' most benefit from virtual reality games of course will rely on mainly spending entertaining time. Users will also benefit from these games by having better user experience, adventure and interaction. Companies can determine their goals by trying to figure out what the users' behaviors, behavior intentions and intentions to continuing playing games are. In total, it's an important issue for all stakeholders to determine what the continual usage intentions of virtual reality video games are.
There has been a lot of model generated that investigates technology acceptance in the past. Those models mainly help to objectively measure and quantify the reasons of using a technology and thus make those reasons scalable. One of the most well known of them are technology acceptance model which was introduced to scientific literature in 1989. It's both widely used and one of the first of many models. After its implementations are done worldwide, some other needs appeared. The lack of representation of human relations in that model lead to the development of technology acceptance model 2. Since that diagnosis for technology acceptance model is so reasonable that new model also used widely along with the old one. The need was so obvious and necessary that technology acceptance model 2 was introduced just 2 years after the technology acceptance has been introduced. In this new model it's advised to integrate some social factors since it includes no human values in it. By also using that, perceived ease of use and perceived usefulness form technology acceptance model, subjective norms (social impact in this research) from theory of planned behavior and perceived enjoyment, challenge, escapism, embodiment, immersion, presence from some other various researches exist in literature has been integrated all together while building the research model that will examine the continual use intention of virtual reality video games.
The main emphasis of the study is on continual use intention. Continual use intention is similar but different from actual use. Actual use is mainly related to use intention according to technology acceptance model 1 and 2. The system should be new for the user to investigate use intention. Since the goal of studying actual use is valid for new systems, it has been distracted/not linked in this study's research model.
The Elder Scrolls V: Skyrim VR game is chosen to investigate in this study. It is developed by Bethesda Game Studios in 2016. However the same game was originally developed in 2011 without the VR extension. Original game sold 15.000.000 copies across the world and played for 85 hours in average. The game was so popular and enjoyed according to the statistics that, 5 years later it was reproduced with VR extension. It is also rewarded as the title ,best VR game in 2018, by well known online VR platform UploadVR.
The Elder Scrolls V: Skyrim VR game belongs to epic fantasy genre. It is a role-playing game which user can play with one particular character. That aside that character can be created with a specific appearance and personality characteristics. Those characteristics can be developed in the game. So each user can have a unique character with its unique physical and personality properties as the game proceeds. The story held in medieval times with the addition of extra supernatural events like dragons and magic. There is a big quest but also side missions that help character development. E.g. if a player can open a locked door faster, the character can open locked doors in late game even faster and easier. The one and only common point of the game for all users is just the beginning. There are some given conditions and the rest is up to user experience. The story growth and even the ending is not the same for all users. It's like in real life as we born more or less the same and have different lives in our life span. That's why this game is chosen to be investigated for this study since it meets the specifications for it.
Survey method is used in this research. Surveys are collected from 310 people all across the world via Internet who plays The Elder Scrolls V: Skyrim VR game. 5- Likert scale is used to ask questions. Other than that some demographics questions are demanded to be answered like age, gender, education level, household income. Analyzes are done by using structural equation modelling. IBM's SPSS and AMOS software programs are used to help with those analyzes.
According to results it is observed that all the factors beside embodiment and challenge are determined to have either direct or indirect meaningful impact on continual use intention. The leading factor that has the most impact on continual use intention is perceived enjoyment which is nearly equally and strongly affected by perceived ease of use, escapism, immersion and presence. Social impact is also determined to be directly affecting continual use intention.
To sum up, this research is an important research for companies who are willing to search for the continual use intention of virtual reality games. The results at the end of this research will support the company executives that are willing to develop themselves in this area. Because of that, the ideas about managerial implications and future researches are depicted in the last section.