YAPAY ZEKA TABANLI CHATBOT HİZMETİNİN KULLANICI ALIŞKANLIK VE DAVRANIŞLARI ÜZERİNE ETKİLERİ VE BİR UYGULAMA

Year 2024, Volume: 46 Issue: 1, 20 - 43, 27.06.2024

Yasemin Doğu Yıldıran , Şakir Erdem

https://doi.org/10.14780/muiibd.1381666

Abstract

Günümüzde yapay zeka kullanan sistemlerin yaygınlaşması ve daha fazla kullanıcının günlük yaşantısında farklı alanlarda yer bulmasıyla tüketici davranışları üzerinde etkileri artmaktadır. Dijital kullanıcılar, daha fazla kontrol sahibi olduğu ve ihtiyaç duyduğu bilgiye hızlı ulaştığı sistemleri tercih etmektedir. Bu da sorunsuz etkileşim ve kişiselleştirme olanağı sunan chatbotların kullanımını arttırmıştır. Bu bağlamda bu araştırma çalışmasının asıl amacı; kavramsal açıdan Kişilerarası Davranış Teorisi ve E-S-QUAL ölçeğine dayanarak kullanıcıların chatbot kullanım niyeti ve alışkanlıklarını incelemek, onlarda kullanım davranışı oluşup oluşmadığını gözlemlemek ve kullanım niyeti oluşturan etmenleri ortaya koymaktır. Araştırma örneği için Türkiye’de çok kullanılan, yapay zeka tabanlı chatbot hizmeti sunan, bir e-ticaret platformundan alışveriş yapmış kullanıcılara erişilerek çevrimiçi anket yapılmış ve toplanan 319 geçerli anket analize dahil edilmiştir. Yapılan analizlerin sonucunda “Göreceli Avantaj” faktörünün “Kullanım Niyet”ini, “Kullanım Niyeti” ve “Alışkanlık” faktörlerinin “Davranış”ı etkilediği görülmüş ayrıca aracılık analizlerinde de ilişki tespit edilmiştir.

Keywords

Yapay zeka, Chatbot, Kullanıcı Davranışı, Kullanıcı Alışkanlıkları, Kişilerarası Davranış Teorisi

Ethical Statement

Bu çalışmanın, özgün bir çalışma olduğunu; çalışmanın hazırlık, veri toplama, analiz ve bilgilerin sunumu olmak üzere tüm aşamalarından bilimsel etik ilke ve kurallarına uygun davrandığımı; bu çalışma kapsamında elde edilmeyen tüm veri ve bilgiler için kaynak gösterdiğimi ve bu kaynaklara kaynakçada yer verdiğimi etik görev ve sorumluluklara riayet ettiğimi beyan ederim.

Supporting Institution

Marmara Üniversitesi

Thanks

Çalışma boyunca her daim yanımda olan değerli hocalarım Prof. Dr. Şakir Erdem ve Prof. Dr. Beril Durmuş'a teşekkür ve saygılarımla...

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