Abstract:

The technological developments have become influential in all areas of society, the internet and online gaming addiction has entered the literature. In particular, the changing lifestyle and new habits of young people have influenced consumer decision-making styles due to their consumer behavior. The aim of the study is to study the computer gaming addiction factors of university students according to gender and gaming time and to evaluate consumer decision-making styles in terms of gaming addiction levels. In order to answer the questions created in this direction, the survey was implemented, 314 university students were provided with individual interviews. The study found that the level of addiction increased as the participants’ time playing the game. According to the level of game dependency of participants, the level of loyal consumer and brand awareness also increases.

Abstract:

Development in technology affected every part of community; internet and online game addiction took a share in literature. Especially, changes in lifestyles of new generation and new consumption habits also influenced consumer decision types. This study aims to investigate university students’ online game addiction factors in terms of gender and gaming time, and addiction stage of students has been determined to explain consumer decision types. Data are collected by face to face surveys from 314 university students in order to test the hypotheses set by the study. It is clear that the gaming time positively affects the addiction stage of participants. Also higher levels of addiction stage strengthen the loyalty degree and the brand consciousness.

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