Cilt 12 Sayı 4 (2024): Business & Management Studies: An International Journal
Makaleler

Metaverse evreninde tüketici davranışları üzerine yapılan çalışmaların bibliyometrik analizi

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  • Umut Erkuş,
  • Abdülkadir Öztürk
Umut Erkuş
Arş. Gör., Recep Tayyip Erdoğan Üniversitesi, Rize, Türkiye
Abdülkadir Öztürk
Doç. Dr., Recep Tayyip Erdoğan Üniversitesi, Rize, Türkiye

Yayınlanmış 25.12.2024

Anahtar Kelimeler

  • Metaverse, Consumer Behaviours, Metaverse Consumer Behaviours, Bibliometric Analysis, VOSviewer
  • Metaverse, Tüketici Davranışları, Metaverse Tüketici Davranışları, Bibliyometrik Analiz, VOSviewer

Nasıl Atıf Yapılır

Metaverse evreninde tüketici davranışları üzerine yapılan çalışmaların bibliyometrik analizi. (2024). Business & Management Studies: An International Journal, 12(4), 794-820. https://doi.org/10.15295/bmij.v12i4.2438

Telif Hakkı (c) 2024 Umut Erkuş- Abdülkadir Öztürk

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

Metaverse evreninde tüketici davranışları üzerine yapılan çalışmaların bibliyometrik analizi. (2024). Business & Management Studies: An International Journal, 12(4), 794-820. https://doi.org/10.15295/bmij.v12i4.2438

Öz

Metaverse kavramının hızla gelişen dijital teknoloji ve sanal gerçeklik dünyası içinde önemli bir yer edindiği söylenebilir. Bu sanal evrenin, tüketici deneyimlerine, tercihlerine ve alışkanlıklarına dair yeni perspektifler ortaya çıkardığını ifade etmek mümkündür. Geleneksel tüketici davranışlarının metaverse ortamında nasıl gerçekleştiğini ve bu yeni etkileşimlerin mevcut tüketim biçimlerini nasıl şekillendirdiğini anlamanın oldukça önem arz ettiğini söylemek mümkündür. Son yıllarda bu alanda artan akademik ilgi ve çalışmaların hacmi göz önünde bulundurulacak olursa, bu çalışmanın amacı Metaverse evrenindeki tüketici davranışları üzerine literatürde yer alan çalışmaların belirlenmesi ve gelecekte yapılması muhtemel çalışmalara yönelik kavramsal bir çerçeve hazırlanmasıdır. Bibliyometrik analiz yöntemi ile yapılan analiz ve değerlendirmeler ile Metaverse evreni bağlamındaki tüketici davranışlarının anlaşılmasında hangi konuların ön plana çıktığı ve hangi anahtar kelimelerin daha sıklıkla literatürde yer aldığı gibi başlıklar ortaya konulmaya çalışılmaktadır. Web of Science Core Collection veri tabanında yer alan tüm çalışmalar (makale, bildiri, kitap incelemesi vs.) “Metaverse consumer behaviour” şeklinde anahtar kelimesi kullanılarak taranmış ve veriler VOSviewer programı kullanılarak analize tabi tutulmuştur. 2010 – 2024 yılları arasında yapılmış olan 98 çalışma incelenmiştir. Bulgulara göre, Metaverse evreninde tüketici davranışları üzerine yapılan çalışmalarda son yıllarda ve özellikle 2023 ve 2024 yıllarında kayda değer bir artış meydana geldiği gözlemlenmiştir. Ayrıca bulgular, çalışmalarda en fazla sayıda yer alan anahtar kelimelerin ‘Metaverse’, ‘Tüketici Davranışları’ ve ‘Sanal Gerçeklik’ kelimeleri olduğunu, en fazla atıf almış olan yazarların D. Gürsoy, A. Dhir ve S. Malodia olduğunu ve en çok çalışma yapılan ülkelerin ise Amerika Birleşik Devletleri ve Hindistan olduğunu göstermektedir. Türkiye’nin literatüre bu alandaki katkısının ise sınırlı olduğu söylenebilir. Literatürde yer alan bibliyometrik çalışmalar incelendiğinde ise Metaverse evreninde tüketici davranışları üzerine yapılmış çalışmaların bibliyometrik analize tabi tutulduğu herhangi bir çalışmaya rastlanılmamıştır. Çalışmanın, bibliyometrik analiz sonucu ortaya çıkan genel harita ve yapılan analizler neticesinde, literatürde yer alan boşluğun da belirli bir oranda doldurulmasına katkı sağlayacağı düşünülmektedir.

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