Tüketicilerin Sanal Asistanları Kullanma Niyetinde Etkili Faktörlerin Araştırılması

Year 2023, Volume: 7 Issue: 1, 27 - 49, 31.01.2023

Abdil Arık , Deniz Zeren

https://doi.org/10.29023/alanyaakademik.1051081

Cited By: 1

Abstract

Sanal asistanlar metin ve ses komutlarını insan diyaloglarını taklit ederek yerine getiren yapay zeka uygulamalarıdır. E-ticaret firmaları müşteri desteği sağlama, sipariş alma ve ürün önerileri gibi birçok görevi gerçekleştirebilmeleri sebebiyle faaliyetlerinde sanal asistanları kullanmaktadır. Bu çalışmada, tüketicilerin sanal asistanları kullanma niyetine etkili faktörler ortaya çıkarmak amaçlanmıştır. Teknoloji Kabul Modeli ve Kullanımlar ve Doyumlar Teorisinden faydalanılan çalışma kapsamında 382 tüketiciden veri elde edilmiştir. Yapısal eşitlik modeli ile verilerin analizi sonucunda, sanal asistanların uyumluluğunun kullanma niyetini olumlu, gizlilik kaygılarının ise olumsuz etkilediği belirlenmiştir. Algılanan kullanım kolaylığı ile algılanan faydanın kullanmaya yönelik tutumu olumlu, kullanmaya yönelik tutumun da kullanma niyetini olumlu yönde etkilediği belirlenmiştir. Ayrıca, sanal asistanların sohbet gerçekliği, zevkli olmaları, zaman geçirebilirliği ve olgunlaşmamış teknoloji olmalarının kullanma niyeti üzerinde anlamlı bir etkisi olmadığı belirlenmiştir.

Keywords

Sanal Asistanlar, Teknoloji Kabul Modeli, Kullanımlar ve Doyumlar Teorisi, Kullanma Niyeti

Examining Factors Effecting Consumers' Intention to Use Chatbots

Abstract

Chatbots are artificial intelligence applications that perform text and voice commands by imitating human dialogues. E-commerce companies use chatbots in their activities because they can perform many tasks such as providing customer support, ordering and product recommendations. In this study, it is aimed to reveal factors effecting consumers' intention to use chatbots. Data were obtained from 382 consumers within scope of the study, which benefited from Technology Acceptance Model and Uses and Gratifications Theory. As a result of analysis of the data with structural equation model, it was determined that compatibility of chatbots positively effected intention to use, while privacy concerns negatively effected. It has been determined that perceived ease of use and perceived usefulness effect attitude towards using positively, and attitude towards using positively effects intention to use. In addition, it was determined that chatbots’ authenticity of conversation, enjoyment, pass time and being immature technology did not have a significant effect on their intention to use.

Keywords

Chatbots, Technology Acceptance Model, Uses and Gratifications Theory, Usage Intention

References

• AKÇA, Y., & ÖZER, G. (2012). “Teknoloji Kabul Modeli’nin Kurumsal Kaynak Planlaması Uygulamalarında Kullanılması”. Business and Economics Research Journal, 3 (2): 79-96.
• ALBERT, T. (2016). Measuring Technology Maturity: Theoretical Aspects. In: Measuring Technology Maturity. Forschungs-/Entwicklungs-/Innovations-Management. Springer Gabler, Wiesbaden.
• ALİKILIÇ, Ö., GÜLAY, H. G., & BİNBİR, S. (2013). “Kullanımlar ve Doyumlar Kuramı Çerçevesinde Facebook Uygulamalarının İncelenmesi: Yaşar Üniversitesi Öğrencileri Üzerine Bir Araştırma”. İletişim Kuram ve Araştırma Dergisi, (37): 40-67.
• ALT, M. A., VIZELI, I., & SAPLACAN, Z. (2021). “Banking with A Chatbot- A Study on Technology Acceptance”. Studia Universitatis Babes-Bolyai, 66 (1): 13-35.
• AMOAKO-GYAMPAH, K., & SALAM, A. F. (2004). An Extension of the Technology Acceptance Model In An ERP Implementation Environment. Information & Management, 41 (6): 731-745.
• ARAUJO, T., & CASAIS, B. (2020). Customer Acceptance of Shopping-Assistant Chatbots. In: Rocha Á., Reis J., Peter M., Bogdanović Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, 167. Springer, Singapore.
• ARI, E., & YILMAZ, V. (2016). “Üniversite Öğrencilerinin Online Yemek Siparişi Davranışlarının Teknoloji Kabul Modeliyle Araştırılması”. Uluslararası Alanya İşletme Fakültesi Dergisi, 7 (2), 65-84.
• BOUDKOUSS, H., & DJELASSI, S. (2021). "Understanding In-Store Interactive Technology Use: A Uses And Gratifications Theory (UGT) Perspective". International Journal of Retail & Distribution Management, 49 (12): 1621-1639.
• BRACHTEN, F., KISSMER, T., & STIEGLITZ, S. (2021). “The Acceptance of Chatbots in An Enterprise Context–A Survey Study”. International Journal of Information Management, 60: 1-15.
• BRANDTZAEG P.B., & FOLSTAD A. (2017) Why People Use Chatbots. In: Kompatsiaris I. et al. (eds) Internet Science. INSCI 2017. Lecture Notes in Computer Science. Springer, Cham.
• CARDONA, D. R., JANSSEN, A., GUHR, N., BREITNER, M. H., & MILDE, J. (2021). A Matter of Trust? Examination of Chatbot Usage in Insurance Business. In Proceedings of the 54th Hawaii International Conference on System Sciences (s. 556).
• CBOT (2021). Türkiye bankacılık sektöründe sanal asistan kullanımı 3 Yılda %250 arttı (2021) CBOT. Erişim adresi: https://www.cbot.ai/tr/turkiye-bankacilik-sektorunde-sanal-asistan-kullanimi-3-yilda-0-artti/ Erişim tarihi; 23 Ekim 2022.
• CHA, S. S. (2020). “Customers’ Intention to Use Robot-Serviced Restaurants in Korea: Relationship of Coolness and MCI Factors”. International Journal of Contemporary Hospitality Management, 32 (9): 2947-2968.
• CHEN, G. M. (2011). “Tweet This: A Uses and Gratifications Perspective on How Active Twitter Use Gratifies A Need To Connect With Others”. Computers in Human Behavior, 27(2): 755-762.
• CHEN, H. L., WIDARSO, G. W., & SUTRISNO, H. (2020). “A Chatbot for Learning Chinese: Learning Achievement and Technology Acceptance”. Journal of Educational Computing Research, 58 (6): 1161-1189.
• CHILDERS, T.L., CARR, C.L., PECK, J., & CARSON, S., (2001). “Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior”. Journal of Retailing, 77 (4): 511–535.
• CHOCARRO, R., CORTINAS, M., & MARCOS-MATAS, G. (2021). “Teachers’ Attitudes Towards Chatbots in Education: A Technology Acceptance Model Approach Considering the Effect of Social Language, Bot Proactiveness, and Users’ Characteristics”. Educational Studies, 1-19.
• COPULSKY, J. (2019). “Do Conversational Platforms Represent The Next Big Digital Marketing Opportunity?”. Applied Marketing Analytics, 4 (4): 311-316.
• ÇELİK, K., & TAŞ, A. (2021). “E-Ticarette Mobil Alışveriş Uygulamalarını Kullanmaya Devam Etme Niyetinin Araştırılması: Genişletilmiş Teknoloji Kabul Modeli”. Third Sector Social Economic Review, 56(3), 1997-2019.
• ÇOLAKOĞLU, E., & BOZKURT, İ. (2021). “Algılanan Hizmet Kalitesinin Tutum Üzerine Etkisinde Hastane Türünün Düzenleyici Etkisi”. JOEEP: Journal of Emerging Economies and Policy, 6(2): 151-161.
• DALE, R. (2016). “The Return of the Chatbots”. Natural Language Engineering, 22 (5):811–817.
• DAVIS, F. D. (1989). “Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology”. MIS Quarterly, 13 (3): 319-340.
• DAVIS, F. D., BAGOZZI, R. P., & WARSHAW, P. R. (1992). “Extrinsic and Intrinsic Motivation to Use Computers in the Workplace”. Journal of Applied Social Psychology, 22(14): 1111–1132.
• FERGUSON, D. A., & PERSE, E. M. (2000). “The World Wide Web As A functional Alternative to Television”. Journal of Broadcasting & Electronic Media, 44 (2): 155-174.
• FISHBEIN, M., & AJZEN, I. (1975). Belief, Attitude, Intention, And Behavior: An Introduction To Theory And Research, Addison-Wesley, Reading.
• FITTKAU & MAAß CONSULTING (2017). Chatbots Are Rejected By Every Second Online Buyer. http://www.fittkaumaass.de/news/chatbots-von-jedem-zweiten-online-kaeufer-abgelehnt. Erişim tarihi: 5 Aralık 2020.
• FORNELL, C., & LARCKER, D.F. (1981). “Evaluating Structural Equation Models With Unobservable Variables And Measurement Error. Journal of Marketing Research, 18(1), 39-50.
• GAN, C., & LI, H. (2018). “Understanding the Effects of Gratifications on the Continuance Intention to Use Wechat in China: A Perspective on Uses and Gratifications”. Computers in Human Behavior, 78: 306–315.
• GEORGE, D., & MALLERY, M. (2010). Spss For Windows Step By Step: A Simple Guide And Reference, 17.0 Update, 10a Edition, Pearson, Boston.
• GÜRBÜZ, S., & ŞAHİN, F. (2017). Sosyal Bilimlerde Araştırma Yöntemleri: Felsefe –Yöntem Analiz, Seçkin Yayıncılık, Ankara.
• HEERINK, M., KRÖSE, B., EVERS, V., & WIELINGA, B. (2008). “The Influence of Social Presence on Acceptance of A Companion Robot By Older People”. Journal of Physical Agents, 2 (2): 33-40.
• HAIR, J., BLACK, W., BABIN, B., & ANDERSON, R. (2014). Multivariate Data Analysis: A Global Perspective, 7. Baskı, Pearson Prentice Hall, New Jersey.
• HILL, J., RANDOLPH FORD, W., & FARRERAS, I. G. (2015). “Real Conversations with Artificial Intelligence: A Comparison Between Human–Human Online Conversations and Human–Chatbot Conversations”. Computers in Human Behavior, 49: 245–250.
• HSU, H. H., & CHANG, Y. Y. (2013). “Extended TAM Acceptance and Use of Moodle Model: Impacts of Convenience on Acceptance and Use of Moodle”. US-China Education Review, 3(4): 211–218.
• IZQUIERDO-YUSTA, A., & SCHULTZ, R. J. (2011).”Understanding the Effect of Internet Convenience on Intention to Purchase Via The Internet”. Journal of Marketing Development and Competitiveness, 5 (49): 32–50.
• KALYONCUOĞLU, S. (2018). “Tüketicilerin Online Alışverişlerindeki Sanal Kart Kullanımlarının Teknoloji Kabul Modeli İle İncelenmesi”. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 20(2), 193-213.
• KASILINGAM, D. L. (2020). “Understanding the Attitude and Intention to Use Smartphone Chatbots for Shopping”. Technology in Society, 62: 1-15.
• KAYAK (2017). Mobile Travel Report. https://www.kayak.de/news/wp-con-tent/uploads/2017/05/DE_Report-compressed-1.pdf . Erişim tarihi: 5 Aralık 2020.
• KO, H., CHO, C.H., & ROBERTS, M.S. (2005). “Internet Uses and Gratifications: A Structural Equation Model of İnteractive Advertising”. Journal of Advertising, 34 (2): 57–70.
• KU, Y.C., CHU, T.H., & TSENG, C.H. (2013). “Gratifications for Using CMC Technologies: A Comparison Among SNS, IM, and E-Mail”. Computers in Human Behavior, 29 (1): 226–234.
• KYUN CHOI, Y., KIM, J., & MCMILLAN, S. J. (2009). “Motivators For The Intention To Use Mobile TV: A Comparison of South Korean Males and Females”. International Journal of Advertising, 28(1): 147-167.
• LEE, M. C. (2009). “Factors Influencing The Adoption of Internet Banking: An Integration of TAM and TPB with Perceived Risk and Perceived Benefit”. Electronic Commerce Research And Applications, 8(3): 130-141.
• LEUNG, L., & WEI, R. (2000). “More Than Just Talk on the Move: Uses and Gratifications of the Cellular Phone”. Journalism & Mass Communication Quarterly, 77 (2): 308–320.
• MA, Y. (2021). “To Shop Or Not: Understanding Chinese Consumers’ Live-Stream Shopping İntentions from the Perspectives of Uses and Gratifications, Perceived Network Size, Perceptions of Digital Celebrities, and Shopping Orientations”. Telematics and Informatics, 59: 1-17.
• MACCALLUM, R. C., WIDAMAN, K. F., PREACHER, K. J., & HONG, S. (2001). “Sample Size in Factor Analysis: The Role of Model Error”, Multivariate Behavioral Research, 36(4): 84-99.
• MARANGUNIC, N., & GRANIC, A. (2015). “Technology Acceptance Model: A Literature Review From 1986 to 2013”. Universal Access in the Information Society, 14(1): 81-95.
• MCKINSEY. (2020). The consumer-data opportunity and the privacy imperative. McKinsey. Erişim adresi: https://www.mckinsey.com/business-functions/risk-and-resilience/our-insights/the-consumer-data-opportunity-and-the-privacy-imperative. Erişim tarihi: 24 Mayıs 2021.
• MCLEAN, G., & OSEI-FRIMPONG, K. (2019). “Chat Now… Examining the Variables Influencing the Use of Online Live Chat”. Technological Forecasting and Social Change, 146: 55-67.
• MEYDAN, C. H., & ŞEŞEN, H. (2015). Yapısal Eşitlik Modellemesi Amos Uygulamaları 2.Baskı, Detay Yayıncılık, Ankara.
• MINDBROWSER (2017). “Chatbot Survey 2017”. San Fransico, Amerika Birleşik Devletleri: Mindbrowser.
• MOON, J.W., & KIM, Y.G. (2001). “Extending the TAM for A World-Wide-Web Context”. Information & Management, 38 (4): 217–230.
• NUNNALLY, J. C. (1978). Psychometric Theory, McGraw Hill, New York.
• PALMGREEN, P. (1984). “Uses And Gratifications: A Theoretical Perspective”. Annals of the International Communication Association, 8 (1): 20-55.
• PAPACHARISSI, Z., & RUBIN, A. M. (2000). “Predictors of Internet Use”. Journal Of Broadcasting & Electronic Media, 44 (2): 175-196.
• PRAGASH, M. R., FONG, M. L., NG, S. M., KOK, S. S., & LIEW, S. Y. (2021). “Facebook Advertising And Purchasing Decisions: An Analysis Of The Uses And Gratifications Theory”. Advanced International Journal of Business, Entrepreneurship and SMEs, 3 (7): 10-23.
• PRZEGALINSKA, A., CIECHANOWSKI, L., STROZ, A., GLOOR, P., & MAZUREK, G. (2019). “In Bot We Trust: A New Methodology Of Chatbot Performance Measures”. Business Horizons, 62 (6): 785-797.
• RAUSCHNABEL, P.A., ROSSMANN, A., & DIECK, M.C. T. (2017). “An Adoption Framework for Mobile Augmented Reality Games: The Case of Pokemon Go.” Computers in Human Behavior, 76:276–286.
• RESE, A., GANSTER, L., & BAIER, D. (2020). “Chatbots in Retailers’ Customer Communication: How to Measure Their Acceptance?”. Journal of Retailing and Consumer Services, 56: 102-176.
• RICHAD, R., VIVENSIUS, V., SFENRIANTO, S., & KABURUAN, E. R. (2019). “Analysis of Factors Influencing Millennial’s Technology Acceptance of Chatbot in the Banking Industry İn Indonesia”. International Journal of Civil Engineering and Technology, 10(4): 1270-1281.
• ROGERS, E. M. (1995). “Lessons for Guidelines from the Diffusion of Innovations”. The Joint Commission Journal on Quality Improvement, 21(7): 324–328.
• RUGGIERO, T. E. (2000). “Uses And Gratifications Theory in the 21st Century”. Mass Communication & Society, 3(1): 3-37.
• RZEPKA, C., BERGER, B., & HESS, T. (2020). Why Another Customer Channel? Consumers’ Perceived Benefits and Costs Of Voice Commerce. In Proceedings of the 53rd Hawaii International Conference on System Sciences.
• SEVERIN, W. J., & TANKARD, J. W. JR. (2001). Communication Theories: Origins, Methods, and Uses in the Mass Media, Addison Wesley Longman Inc., 5th Edition, Boston.
• SHELDON, P. (2008). “Student Favorite: Facebook and Motives For İts Use”. SW Mass Communication Journal, 23 (2): 39–53.
• SPENCER, A. T., CROUCHER, S. M., & HOELSCHER, C. S. (2012). “Uses And Gratifications Meets The Internet: A Cross-Cultural Comparison of US & Nicaraguan New Media Usage”. Human Communication, 15 (4): 229-240.
• STATISTA, 2019. “Number of available chatbots on Facebook Messenger in selected months from June 2016 to April 2019 (in 1,000)” Adres: https://de.statista.com/statistik/daten/studie/662144/umfrage/anzahl-derverfuegbarenchatbots-fuer-den-facebook-messenger/. (Erişim tarihi 22 Aralık 2020).
• TABACHNICK, B.G., & FIDELL, L.S. (1996). Using multivariate statistics, Harper Collins College, New York.
• TAN, X., QIN, L., KIM, Y., & HSU, J. (2012). “Impact of Privacy Concern in Social Networking Web Sites”. Internet Research, 22 (2): 211–233.
• TİRYAKİ, İ., & ÖNDER, L. G. (2022). “Tüketicilerin Akıllı Giyilebilir Nesnelerin Kullanımına Yönelik Davranış Niyetlerinin Genişletilmiş Teknoloji Kabul Modeli Aracılığıyla İncelenmesi”. İşletme Araştırmaları Dergisi, 14(1), 182-202.
• TURJA, T., AALTONEN, I., TAIPALE, S., & OKSANEN, A. (2020). “Robot Acceptance Model for Care (RAM-Care): A Principled Approach to the intention to Use Care Robots”. Information & Management, 57 (5): 1-27.
• UĞURLU, C. T. (2014). “A Study of Reliability and Validity of Informal Communication Scale”. İnönü Üniversitesi Eğitim Fakültesi Dergisi, 15 (3): 83-100.
• VENKATESH, V., & DAVIS, F.D. (2000). “A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies”. Management Science, 46 (2): 186–204.
• VENKATESH, V., THONG, J.Y., & XU, X. (2012). “Consumer Acceptance and Use of Information Technology: Extending The Unified Theory of Acceptance and Use of Technology”. MIS Quarterly, 36 (1): 157–178.
• WEI, P.S., & LU, H.P. (2014). “Why Do People Play Mobile Social Games? An Examination of Network Externalities and of Uses and Gratifications”. Internet Research, 24 (3): 313–331.
• WESTLAND, J. C. (2015). Structural Equation Models, Springer International Publishing, İsviçre.
• WHITING, A., & WILLIAMS, D. (2013), “Why People Use Social Media: A Uses And Gratifications Approach”. Qualitative Market Research, 16 (4): 362-369.
• YOUN, S., & JIN, S. V. (2021). ““In AI We Trust?” The Effects of Parasocial Interaction and Technopian Versus Luddite Ideological Views on Chatbot-Based Customer Relationship Management in the Emerging “Feeling Economy””. Computers in Human Behavior, 119: 1-13.
• ZEREN, D. (2014). “Teknoloji Kabul Modeli”, İ.M. YAĞCI & S. ÇABUK (Ed.) Pazarlama Teorileri, Mediacat Yayıncılık, İstanbul.
• ZEREN, D. (2021). “Kullanımlar ve Doyumlar Teorisi”, İ.M. YAĞCI & S. ÇABUK (Ed.) Pazarlama Teorileri 2, Mediacat Yayıncılık, İstanbul.