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Tüketicilerin Sanal Asistanları Kullanma Niyetinde Etkili Faktörlerin Araştırılması

Year 2023, Volume: 7 Issue: 1, 27 - 49, 31.01.2023
https://doi.org/10.29023/alanyaakademik.1051081

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.

References

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Examining Factors Effecting Consumers' Intention to Use Chatbots

Year 2023, Volume: 7 Issue: 1, 27 - 49, 31.01.2023
https://doi.org/10.29023/alanyaakademik.1051081

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.

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.
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There are 79 citations in total.

Details

Primary Language Turkish
Subjects Finance
Journal Section Makaleler
Authors

Abdil Arık 0000-0001-5784-6953

Deniz Zeren 0000-0003-1197-5375

Publication Date January 31, 2023
Acceptance Date December 5, 2022
Published in Issue Year 2023 Volume: 7 Issue: 1

Cite

APA Arık, A., & Zeren, D. (2023). Tüketicilerin Sanal Asistanları Kullanma Niyetinde Etkili Faktörlerin Araştırılması. Alanya Akademik Bakış, 7(1), 27-49. https://doi.org/10.29023/alanyaakademik.1051081