Yapay zekâya yönelik tutumun, kolaylığın, yenilikçiliğin ve güvenin satın alma niyeti üzerine etkisi

Year 2024, Volume: 26 Issue: 2, 318 - 339

İlknur Korkmaz

https://doi.org/10.33707/akuiibfd.1522892

Abstract

Yapay zekâ teknolojisinde görülen ilerlemeler ve yapay zekâ destekli teknolojilerin kullanımının gittikçe artması, yapay zekâya ve yapay zekâ teknolojisine sahip ürünlere olan ilgiyi de artırabilmektedir. Yapay zekâ teknolojisine sahip ürünlerin satın alma niyetlerinde etkili olabilecek faktörler üzerinde duran bu çalışma, mevcut literatürün genişletilmesine katkı sunabilmektedir. Bu çalışma, genç tüketicilerin yapay zekâ teknolojisine sahip ürün satın alma niyetlerinde, bilgi teknolojisi alanında kişisel yenilikçiliğin, güvenme eğiliminin, yapay zekâ destekli kullanım kolaylığının ve yapay zekâya yönelik genel tutumun etkilerini tespit etmeyi amaçlamaktadır. Ayrıca, bilgi teknolojisi alanında kişisel yenilikçiliğin, güvenme eğiliminin ve yapay zekâ destekli kullanım kolaylığının yapay zekâ teknolojisine sahip ürün satın alma niyetine etkisinde, yapay zekâya yönelik genel tutumun aracılık etkisinin incelenmesi de çalışmada amaçlanmıştır. Kısmi en küçük kareler yapısal eşitlik modellemesi (PLS-SEM) ile 409 veri üzerinden çalışmanın hipotezleri test edilmiştir. Çalışmanın sonuçları, yenilikçiliği yüksek olan tüketicilerin, olumlu ve olumsuz tutuma sahip olsalar da yapay zekâ teknolojisine sahip ürün satın alma niyetlerinin bulunduğunu göstermektedir. Tüketicilerin bilgi teknolojisine olan hâkimiyeti ve yeniliği takip etmesi, yapay zekânın potansiyel risk ve tehlikelerine rağmen yapay zekâ teknolojisine sahip bir ürünü satın alma niyetlerinin olduğunu belirtmektedir. Tüketicilerin olumsuz tutumu rağmen yapay zekâ teknolojisine sahip bir ürünü satın alma niyetlerinin olması, yapay zekânın işlevsel ve yenilik özelliğinden dolayı sunduğu avantajların daha fazla olması ile ilgili olabilmektedir. İnsanlara güven duymayan ve dolayısıyla güvenme eğilimleri düşük olan tüketiciler, insan tarafından üretilen yapay zekâya da olumsuz bir tutum geliştirmektedir. Olumsuz tutum geliştiren tüketicilerin de satın alma niyetleri olumsuz yönde etkilenebilmektedir.

Keywords

Kişisel yenilikçilik, Güvenme eğilimi, Yapay zekâya yönelik genel tutum, Satın alma niyeti

The effect of attitude towards artificial intelligence, convenience, innovativeness, and trust on purchase intention

Abstract

The advances in artificial intelligence technology and the increasing use of artificial intelligence-supported technologies may increase the interest in artificial intelligence and products with artificial intelligence technology. This study, which focuses on the factors that may be effective in the purchase intentions of products with artificial intelligence technology, can contribute to the expansion of the existing literature. The objective of this study is to ascertain the influence of personal innovativeness in the field of information technology, trusting tendency, AI-supported ease of use, and general attitude towards artificial intelligence on young consumers' purchase intentions of products with artificial intelligence technology. Furthermore, the study sought to investigate the mediating effect of a general attitude towards artificial intelligence on the effect of personal innovativeness in the field of information technology, trusting tendency, and AI-supported ease of use on the purchase intention of products with artificial intelligence technology. The study hypotheses were tested using partial least squares structural equation modeling (PLS-SEM) on a data set comprising 409 observations. The results of the study show that consumers with high innovativeness have intentions to purchase products with artificial intelligence technology, regardless of whether they have positive or negative attitudes. Consumers' mastery of information technology and following innovation indicate that they intend to purchase a product with artificial intelligence technology despite the potential risks and dangers of artificial intelligence. The fact that consumers intend to purchase a product with artificial intelligence technology despite their negative attitude may be related to the fact that artificial intelligence offers more advantages due to its functional and innovative features. Consumers who do not trust humans and, therefore, have a low tendency to trust them to develop a negative attitude toward artificial intelligence produced by humans. The purchase intentions of consumers who develop negative attitudes may also be negatively affected.

Keywords

Personal innovativeness, Trusting tendency, General attitude towards artificial intelligence, Purchase intention

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