Oyunlaştırma ve sosyal webin B2B e-pazaryerlerinin performansını belirleyen kritik başarı faktörlerine etkisi: Deneysel bir çalışma

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Thesis Type: Doctorate

Institution Of The Thesis: Anadolu University, SOSYAL BİLİMLER ENSTİTÜSÜ, İŞLETME ANABİLİM DALI, Turkey

Approval Date: 2023

Thesis Language: Turkish

Student: TAHSİN PERÇİN BATUM

Supervisor: Nezihe Figen Ersoy Arca

Open Archive Collection: AVESIS Open Access Collection

Abstract:

The main purpose of this study is to reveal whether a B2B portal can be more successful if gamification and social web applications are integrated into the B2B e-commerce architecture by measuring the performance perception of users regarding CSFs. For data gathering; a B2B e-commerce platform enhanced with gamification and social web dynamics have been designed (experimental environment) and a second e-commerce site; completely identical to the experimental environment but lacking the relevant features, have been created and put to work (control environment) altogether for comparison. We have conducted a multi-layered research including both qualitative and quantitative methods which are relevant to the purpose of the study. The results of the research indicate that a B2B e-commerce environment enhanced with gamification and social web has positive effects on user perception and behavior. In addition, it presents a systematic CSF classification for B2B e-marketplaces to the literature. We hope that the results of the study will fulfill an academic gap and create a new study topic, as well as it will provide benefits to sectoral decision takers in a business approach.