MUTLU PAZARLAMA YAZILIM GEREKSİNİMLERİ ANALİZİ

Yıl 2022, Cilt: 7 Sayı: IMISC2021 Special Issue, 148 - 164, 30.03.2022

Esra Kahya Özyirmidokuz Kumru Uyar

https://doi.org/10.54452/jrb.1033300

Öz

Pazarlama ile ilgili bir yazılım sistem kalitesini artırmak için, tüketici geribildirimleri sistem tasarımı sırasında değerlendirilmelidir. Bu araştırmanın amacı tüketicilerin kullanacağı iyi-olma yazılımları ile ilgili gereksinimlerini keşfetmektir. Tüketicilerin yazılım ile mutluluklarını nasıl artırabilecekleri ve ikna teknolojileri ile oyunlaştırma teknikleri dahil tüketicileri sistemde tutan ve mutluluklarını etkileyen detaylar irdelenmektedir. Çalışmada karma araştırma yöntemi uygulandı. Yapılan tematik analiz sonucunda, katılımcıların bahsettikleri bir pazarlama iyi-olma uygulamasının mutlu eden özelliklerinin yanı sıra, işlevsel özellikleri, interaktif özellikleri ve ürün-fiyat özellikleri ayrı temalarda gruplandırıldı.

Anahtar Kelimeler

Yazılım gereksinimleri analizi, tüketici iyi-olması, mutluluk, dijital motivasyon, ikna teknolojisi

Destekleyen Kurum

TÜBİTAK

Proje Numarası

116E676

Teşekkür

Bu araştırma 116E676 nolu “Mutlu proje: Sosyal Mutluluk Ölçen Bir Sosyo-Teknik Madenleme Sistemi” isimli Tübitak 1003 Öncelikli Alanlar Ar-Ge Projesi tarafından desteklenmiştir.

HAPPY MARKETING SOFTWARE REQUIREMENTS ANALYSIS

Öz

To improve the quality of a marketing-related software system, costumer feedback should be considered during system design. The purpose of this research is to explore costomers’ needs for well-being software. Details that keep customers in the system and affect their happiness, including how customers can increase their happiness with software, and the use of persuasive technologies and gamification techniques in marketing system are examined. Mixed research method was used in the study. As a result of the thematic analysis, the functional features, interactive features and product-price features of a marketing well-being application that the participants mentioned were grouped under separate themes as well as the software features that lead customers to happiness.

Anahtar Kelimeler

Software requirements analysis, customer well-being, happiness, digital motivation, persuasive technology.

Proje Numarası

116E676

Kaynakça

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