E-Perakendecilikte Yapay Zeka Uygulamalarındaki Yeni Eğilimler Üzerine Bir Literatür İncelemesi: Journal of Retailing and Consumer Services'ten İçgörüler

Öz

Perakende sektöründe yapay zeka (YZ) kullanımı giderek artmaktadır. Bu çalışma, yıllar içinde perakendecilikte YZ kullanımını ortaya koymayı amaçlamaktadır. Bu amaçla, Journal of Retailing and Consumer Services dergisinde yayımlanan 137 çalışma, SPAR-4-SLR protokolüne göre analiz edilmiştir. İncelenen çalışmalar dört alanda analiz edilmiştir: yayın yılı, tüketici yaklaşımı, uygulanan YZ teknolojisi ve teorik çerçeve. Bulgular, çoğu çalışmanın 2024 yılında yayımlandığını, tüketici satın alma davranışına odaklandığını, chatbotların yoğun kullanıldığını ve teorik dayanak olarak sıklıkla Teknoloji Kabul Modeli'nin (TAM) uygulandığını göstermektedir. Bu araştırma, perakendeci-tüketici davranışı ilişkisini inceleyerek mevcut bilgiye bu alanda katkı sağlaması bakımından önemlidir.

Anahtar Kelimeler

• YZ
• yapay zeka
• perakendecilik
• tüketici davranışı

A Literature Review on the Emerging Trends of AI Applications in E-Retailing: Insights from the Journal of Retailing and Consumer Services

Öz

The use of artificial intelligence (AI) in the retail sector is steadily increasing. This study aims to reveal the usage of AI in retailing over the years. For thisKoh purpose, 137 studies published in the Journal of Retailing and Consumer Services were analyzed according to SPAR-4-SLR protocol. The reviewed studies were analyzed across four domains: publication year, consumer approach, AI technology applied, and theoretical framework. Findings indicate that most studies were published in 2024, primarily focusing on consumer purchasing behavior, extensive use of chatbots, and frequent application of the Technology Acceptance Model (TAM) in theoretical grounding. This research distinguishes itself by examining the retailer-consumer behavior relationship, mainly contributing to current knowledge in this area. Keywords: AI, artificial ıntelligence, retailing, consumer behaviour

Anahtar Kelimeler

• AI
• artificial intelligence
• retailing
• consumer behaviour

Kaynakça

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12. Brüns, J. D., and Meißner, M. (2024), Do You Create Your Content Yourself? Using Generative Artificial Intelligence For Social Media Content Creation Diminishes Perceived Brand Authenticity. Journal of Retailing and Consumer Services, 79, 103790. doi:https://doi.org/10.1016/j.jretconser.2024.103790
13. Caboni, F., Basile, V., Kumar, H., and Agarwal, D. (2024), A Holistic Framework For Consumer Usage Modes Of Augmented Reality Marketing In Retailing. Journal of Retailing and Consumer Services, 80, 103924. doi:https://doi.org/10.1016/j.jretconser.2024.103924
14. Chakraborty, D., Polisetty, A., G, S., Rana, N. P., and Khorana, S. (2024), Unlocking The Potential Of AI: Enhancing Consumer Engagement In The Beauty And Cosmetic Product Purchases. Journal of Retailing and Consumer Services, 79, 103842. doi:https://doi.org/10.1016/j.jretconser.2024.103842
15. Chang, W., and Park, J. (2024), A Comparative Study On The Effect Of Chatgpt Recommendation And AI Recommender Systems On The Formation Of A Consideration Set. Journal of Retailing and Consumer Services, 78, 103743. doi:https://doi.org/10.1016/j.jretconser.2024.103743
16. Chang, Y.-W., and Chen, J. (2021), What Motivates Customers To Shop In Smart Shops? The Impacts Of Smart Technology And Technology Readiness. Journal of Retailing and Consumer Services, 58, 102325. doi:https://doi.org/10.1016/j.jretconser.2020.102325
17. Cheng, Z., Fan, W., Shao, B., Jia, W., and Zhang, Y. (2024), The Impact Of Intelligent Customer Service Agents’ Initial Response On Consumers’ Continuous Interaction Intention. Journal of Retailing and Consumer Services, 76, 103585. doi:https://doi.org/10.1016/j.jretconser.2023.103585
18. Chinchanachokchai, S., Thontirawong, P., and Chinchanachokchai, P. (2021), A Tale Of Two Recommender Systems: The Moderating Role Of Consumer Expertise On Artificial Intelligence Based Product Recommendations. Journal of Retailing and Consumer Services, 61, 102528. doi:https://doi.org/10.1016/j.jretconser.2021.102528
19. Choi, S., Yi, Y., and Zhao, X. (2024), The Human Touch Vs. AI Efficiency: How Perceived Status, Effort, And Loyalty Shape Consumer Satisfaction With Preferential Treatment. Journal of Retailing and Consumer Services, 81, 103969. doi:https://doi.org/10.1016/j.jretconser.2024.103969
20. Chuah, S. H.-W., and Yu, J. (2021), The Future Of Service: The Power Of Emotion In Human-Robot Interaction. Journal of Retailing and Consumer Services, 61, 102551. doi:https://doi.org/10.1016/j.jretconser.2021.102551
21. Dabiran, E., Farivar, S., Wang, F., and Grant, G. (2024), Virtually Human: Anthropomorphism In Virtual Influencer Marketing. Journal of Retailing and Consumer Services, 79, 103797. doi:https://doi.org/10.1016/j.jretconser.2024.103797
22. Kervenoael, R., Schwob, A., Hasan, R., and Psylla, E. (2024), Siot Robots And Consumer Experiences In Retail: Unpacking Repeat Purchase Intention Drivers Leveraging Computers Are Social Actors (CASA) Paradigm. Journal of Retailing and Consumer Services, 76, 103589. doi:https://doi.org/10.1016/j.jretconser.2023.103589
23. Deng, F., and Jiang, X. (2023), Effects Of Human Versus Virtual Human Influencers On The Appearance Anxiety Of Social Media Users. Journal of Retailing and Consumer Services, 71, 103233. doi:https://doi.org/10.1016/j.jretconser.2022.103233
24. Deng, F., Tuo, M., Chen, S., and Zhang, Z. (2024), Born For Marketing? The Effects Of Virtual Versus Human Influencers On Brand Endorsement Effectiveness: The Role Of Advertising Recognition. Journal of Retailing and Consumer Services, 80, 103904. doi:https://doi.org/10.1016/j.jretconser.2024.103904
25. El Hedhli, K., Zourrig, H., Al Khateeb, A., and Alnawas, I. (2023), Stereotyping Human-Like Virtual Influencers In Retailing: Does Warmth Prevail Over Competence? Journal of Retailing and Consumer Services, 75, 103459. doi:https://doi.org/10.1016/j.jretconser.2023.103459
26. Fan, H., Han, B., and Gao, W. (2022), (Im)Balanced Customer-Oriented Behaviors And AI Chatbots' Efficiency– Flexibility Performance: The Moderating Role Of Customers’ Rational Choices. Journal of Retailing and Consumer Services, 66, 102937. doi:https://doi.org/10.1016/j.jretconser.2022.102937
27. Foroughi, B., Nhan, P. V., Iranmanesh, M., Ghobakhloo, M., Nilashi, M., and Yadegaridehkordi, E. (2023), Determinants Of Intention To Use Autonomous Vehicles: Findings From PLS-SEM And ANFIS. Journal of Retailing and Consumer Services, 70, 103158. doi:https://doi.org/10.1016/j.jretconser.2022.103158
28. Gallin, S., and Portes, A. (2024), Online Shopping: How Can Algorithm Performance Expectancy Enhance Impulse Buying? Journal of Retailing and Consumer Services, 81, 103988. doi:https://doi.org/10.1016/j.jretconser.2024.103988
29. Gao, W., Jiang, N., and Guo, Q. (2023), How Do Virtual Streamers Affect Purchase Intention In The Live
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31. Gao, Y., Chang, Y., Yang, T., and Yu, Z. (2025), Consumer Acceptance Of Social Robots In Domestic Settings: A Human-Robot Interaction Perspective. Journal of Retailing and Consumer Services, 82, 104075. doi:https://doi.org/10.1016/j.jretconser.2024.104075
32. Guha, A., Grewal, D., Kopalle, P. K., Haenlein, M., Schneider, M. J., Jung, H., ... and Hawkins, G. (2021), How Artificial Intelligence Will Affect The Future Of Retailing. Journal of Retailing, 97(1), 28-41.
33. Guo, W., and Luo, Q. (2023), Investigating The Impact Of Intelligent Personal Assistants On The Purchase Intentions Of Generation Z Consumers: The Moderating Role Of Brand Credibility. Journal of Retailing and Consumer Services, 73, 103353. doi:https://doi.org/10.1016/j.jretconser.2023.103353
34. Guo, Y., Xu, L., and Wang, C. (2025), Exploring The Effect Of Empathic Response And Its Boundaries In Artificial Intelligence Service Recovery. Journal of Retailing and Consumer Services, 82, 104065. doi:https://doi.org/10.1016/j.jretconser.2024.104065
35. Gupta, R., and Rathore, B. (2024), Exploring The Generative AI Adoption In Service Industry: A Mixed-Method Analysis. Journal of Retailing and Consumer Services, 81, 103997. doi:https://doi.org/10.1016/j.jretconser.2024.103997
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39. Hsu, C.-L., and Lin, J. C.-C. (2023), Understanding The User Satisfaction And Loyalty Of Customer Service Chatbots. Journal of Retailing and Consumer Services, 71, 103211. doi:https://doi.org/10.1016/j.jretconser.2022.103211
40. Hsu, S. H.-Y., Tsou, H.-T., and Chen, J.-S. (2021), Yes, We Do. Why Not Use Augmented Reality? Customer Responses To Experiential Presentations Of AR-Based Applications. Journal of Retailing and Consumer Services, 62, 102649. doi:https://doi.org/10.1016/j.jretconser.2021.102649
41. Hu, H.-h., and Ma, F. (2023), Human-Like Bots Are Not Humans: The Weakness Of Sensory Language For Virtual Streamers In Livestream Commerce. Journal of Retailing and Consumer Services, 75, 103541. doi:https://doi.org/10.1016/j.jretconser.2023.103541
42. Hu, Q., and Pan, Z. (2023), Can AI Benefit Individual Resilience? The Mediation Roles Of AI Routinization And Infusion. Journal of Retailing and Consumer Services, 73, 103339. doi:https://doi.org/10.1016/j.jretconser.2023.103339
43. Huang, D., Markovitch, D. G., and Stough, R. A. (2024), Can Chatbot Customer Service Match Human Service Agents On Customer Satisfaction? An Investigation In The Role Of Trust. Journal of Retailing and Consumer Services, 76, 103600. doi:https://doi.org/10.1016/j.jretconser.2023.103600
44. Huang, Y.-C. (2023), Integrated Concepts Of The UTAUT And TPB In Virtual Reality Behavioral Intention. Journal of Retailing and Consumer Services, 70, p. 1-10 103127. doi:https://doi.org/10.1016/j.jretconser.2022.103127
45. Huang, Y.-S., and Dootson, P. (2022), Chatbots And Service Failure: When Does It Lead To Customer Aggression. Journal of Retailing and Consumer Services, 68, 103044. doi:https://doi.org/10.1016/j.jretconser.2022.103044
46. Huang, Y., and Gursoy, D. (2024), How Does AI Technology Integration Affect Employees’ Proactive Service Behaviors? A Transactional Theory Of Stress Perspective. Journal of Retailing and Consumer Services, 77, 103700. doi:https://doi.org/10.1016/j.jretconser.2023.103700
47. Jan, I. U., Ji, S., and Kim, C. (2023), What (De) Motivates Customers To Use AI-Powered Conversational Agents For Shopping? The Extended Behavioral Reasoning Perspective. Journal of Retailing and Consumer Services, 75, 103440. doi:https://doi.org/10.1016/j.jretconser.2023.103440
48. Jiang, K., Zheng, J., and Luo, S. (2024), Green Power Of Virtual Influencer: The Role Of Virtual Influencer Image, Emotional Appeal, And Product Involvement. Journal of Retailing and Consumer Services, 77, 103660. doi:https://doi.org/10.1016/j.jretconser.2023.103660
49. Kamoonpuri, S. Z., and Sengar, A. (2023), Hi, May AI Help You? An Analysis Of The Barriers Impeding The Implementation And Use Of Artificial Intelligence-Enabled Virtual Assistants In Retail. Journal of Retailing and Consumer Services, 72, 103258. doi:https://doi.org/10.1016/j.jretconser.2023.103258
50. Kang, D. Y., Hur, W.-M., and Shin, Y. (2023), Smart Technology And Service Employees’ Job Crafting: Relationship Between STARA Awareness, Performance Pressure, Receiving And Giving Help, And Job Crafting. Journal of Retailing and Consumer Services, 73, 103282. doi:https://doi.org/10.1016/j.jretconser.2023.103282
51. Kang, W., and Shao, B. (2023), The Impact Of Voice Assistants’ Intelligent Attributes On Consumer Well-Being: Findings From PLS-SEM And Fsqca. Journal of Retailing and Consumer Services, 70, 103130. doi:https://doi.org/10.1016/j.jretconser.2022.103130
52. Kaplan, A., and Haenlein, M. (2019), Siri, Siri, In My Hand: Who’s The Fairest In The Land? On The Interpretations, Illustrations, And Implications Of Artificial Intelligence. Business Horizons, 62(1), p. 15-25. doi:https://doi.org/10.1016/j.bushor.2018.08.004
53. Kayeser Fatima, J., Khan, M. I., Bahmannia, S., Chatrath, S. K., Dale, N. F., and Johns, R. (2024), Rapport With A Chatbot? The Underlying Role Of Anthropomorphism In Socio-Cognitive Perceptions Of Rapport And E-Word Of Mouth. Journal of Retailing and Consumer Services, 77, 103666. doi:https://doi.org/10.1016/j.jretconser.2023.103666
54. Kim, H., and Park, M. (2024), When Digital Celebrity Talks To You: How Human-Like Virtual Influencers Satisfy Consumer's Experience Through Social Presence On Social Media Endorsements. Journal of Retailing and Consumer Services, 76, 103581. doi:https://doi.org/10.1016/j.jretconser.2023.103581
55. Kim, J., Kim, J. H., Kim, C., and Park, J. (2023), Decisions With Chatgpt: Reexamining Choice Overload In Chatgpt Recommendations. Journal of Retailing and Consumer Services, 75, 103494. doi:https://doi.org/10.1016/j.jretconser.2023.103494
56. Kim, M. J., Hall, C. M., Kwon, O., and Sohn, K. (2024), Space Tourism: Value-Attitude-Behavior Theory, Artificial Intelligence, And Sustainability. Journal of Retailing and Consumer Services, 77, 103654. doi:https://doi.org/10.1016/j.jretconser.2023.103654
57. Klaus, P., and Zaichkowsky, J. L. (2022), The Convenience Of Shopping Via Voice AI: Introducing AIDM. Journal of Retailing and Consumer Services, 65, 102490. doi:https://doi.org/10.1016/j.jretconser.2021.102490
58. Koh, L. Y., and Yuen, K. F. (2024), The Role Of Motivators, Barriers, Attractiveness, And Positive Emotions On Consumers’ Intention To Adopt And Resist Self-Driving Delivery Robots. Journal of Retailing and Consumer Services, 81, 103998. doi:https://doi.org/10.1016/j.jretconser.2024.103998
59. Kumar, A., Bala, P. K., Chakraborty, S., and Behera, R. K. (2024), Exploring Antecedents Impacting User Satisfaction With Voice Assistant App: A Text Mining-Based Analysis On Alexa Services. Journal of Retailing and Consumer Services, 76, 103586. doi:https://doi.org/10.1016/j.jretconser.2023.103586
60. Le, H. T. P. M., Park, J., and Lee, S. (2023), Emotion And Trust In Virtual Service Assistant Design For Effective Service Recovery. Journal of Retailing and Consumer Services, 74, 103368. doi:https://doi.org/10.1016/j.jretconser.2023.103368
61. Lee, G., and Kim, H.-Y. (2024), Human Vs. AI: The Battle For Authenticity In Fashion Design And Consumer Response. Journal of Retailing and Consumer Services, 77, 103690. doi:https://doi.org/10.1016/j.jretconser.2023.103690
62. Lee, K.-W., and Li, C.-Y. (2023), It Is Not Merely A Chat: Transforming Chatbot Affordances Into Dual Identification And Loyalty. Journal of Retailing and Consumer Services, 74, 103447. doi:https://doi.org/10.1016/j.jretconser.2023.103447
63. Li, C.-Y., and Zhang, J.-T. (2023), Chatbots Or Me? Consumers’ Switching Between Human Agents And Conversational Agents. Journal of Retailing and Consumer Services, 72, 103264. doi:https://doi.org/10.1016/j.jretconser.2023.103264
64. Li, H., Lei, Y., Zhou, Q., and Yuan, H. (2023), Can You Sense Without Being Human? Comparing Virtual And Human Influencers Endorsement Effectiveness. Journal of Retailing and Consumer Services, 75, 103456. doi:https://doi.org/10.1016/j.jretconser.2023.103456
65. Li, J., Huang, J., and Li, Y. (2023), Examining The Effects Of Authenticity Fit And Association Fit: A Digital Human Avatar Endorsement Model. Journal of Retailing and Consumer Services, 71, 103230. doi:https://doi.org/10.1016/j.jretconser.2022.103230
66. Li, M., and Wang, R. (2023), Chatbots In E-Commerce: The Effect Of Chatbot Language Style On Customers’ Continuance Usage Intention And Attitude Toward Brand. Journal of Retailing and Consumer Services, 71, 103209. doi:https://doi.org/10.1016/j.jretconser.2022.103209
67. Li, S., Peluso, A. M., and Duan, J. (2023), Why Do We Prefer Humans To Artificial Intelligence In Telemarketing? A Mind Perception Explanation. Journal of Retailing and Consumer Services, 70, 103139. doi:https://doi.org/10.1016/j.jretconser.2022.103139
68. Li, T.G., Zhang, C.-B., Chang, Y., and Zheng, W. (2024), The Impact Of AI Identity Disclosure On Consumer Unethical Behavior: A Social Judgment Perspective. Journal of Retailing and Consumer Services, 76, 103606. doi:https://doi.org/10.1016/j.jretconser.2023.103606
69. Li, Y., Liu, Y., and Yu, M. (2025), Consumer Segmentation With Large Language Models. Journal of Retailing and Consumer Services, 82, 104078. doi:https://doi.org/10.1016/j.jretconser.2024.104078
70. Liu, F., and Lee, Y.-H. (2024), Virtually Responsible? Attribution Of Responsibility Toward Human Vs. Virtual Influencers And The Mediating Role Of Mind Perception. Journal of Retailing and Consumer Services, 77, 103685. doi:https://doi.org/10.1016/j.jretconser.2023.103685
71. Lu, J., Zheng, X., Nervino, E., Li, Y., Xu, Z., and Xu, Y. (2024), Retail Store Location Screening: A Machine Learning- Based Approach. Journal of Retailing and Consumer Services, 77, 103620. doi:https://doi.org/10.1016/j.jretconser.2023.103620
72. Lunardo, R., Bressolles, G., and Durrieu, F. (2016), The Interacting Effect Of Virtual Agents’ Gender And Dressing Style On Attractiveness And Subsequent Consumer Online Behavior. Journal of Retailing and Consumer Services, 30, 59-66. doi:https://doi.org/10.1016/j.jretconser.2016.01.006
73. Maduku, D. K., Mpinganjira, M., Rana, N. P., Thusi, P., Ledikwe, A., and Mkhize, N. H.-b. (2023), Assessing Customer Passion, Commitment, And Word-Of-Mouth Intentions In Digital Assistant Usage: The Moderating Role Of Technology Anxiety. Journal of Retailing and Consumer Services, 71, 103208. doi:https://doi.org/10.1016/j.jretconser.2022.103208
74. Markovitch, D. G., Stough, R. A., and Huang, D. (2024), Consumer Reactions To Chatbot Versus Human Service: An Investigation In The Role Of Outcome Valence And Perceived Empathy. Journal of Retailing and Consumer Services, 79, 103847. doi:https://doi.org/10.1016/j.jretconser.2024.103847
75. Mehmood, K., Kautish, P., and Shah, T. R. (2024), Embracing Digital Companions: Unveiling Customer Engagement With Anthropomorphic AI Service Robots In Cross-Cultural Context. Journal of Retailing and Consumer Services, 79, 103825. doi:https://doi.org/10.1016/j.jretconser.2024.103825
76. Mkedder, N., Jain, V., and Salunke, P. (2024), Determinants Of Virtual Reality Stores Influencing Purchase Intention: An Interpretive Structural Modeling Approach. Journal of Retailing and Consumer Services, 78, 103757. doi:https://doi.org/10.1016/j.jretconser.2024.103757
77. Mohamed Jasim, K. (2024), Determinants Of The Continuance Use Of Smart Shopping Carts: Findings From PLS-SEM and NCA. Journal of Retailing and Consumer Services, 81, 104038. doi:https://doi.org/10.1016/j.jretconser.2024.104038
78. Molinillo, S., Caballero-Galeote, L., Liébana-Cabanillas, F., and Ruiz-Montañez, M. (2024), Understanding Users’ Willingness To Travel On Autonomous Buses: The Moderating Effect Of Experience. Journal of Retailing and Consumer Services, 81, 103931. doi:https://doi.org/10.1016/j.jretconser.2024.103931
79. Moore, S., Bulmer, S., and Elms, J. (2022), The Social Significance Of AI In Retail On Customer Experience And Shopping Practices. Journal of Retailing and Consumer Services, 64, 102755. doi:https://doi.org/10.1016/j.jretconser.2021.102755
80. Mustak, M., Hallikainen, H., Laukkanen, T., Plé, L., Hollebeek, L. D., and Aleem, M. (2024), Using Machine Learning To Develop Customer Insights From User-Generated Content. Journal of Retailing and Consumer Services, 81, 104034. doi:https://doi.org/10.1016/j.jretconser.2024.104034
81. Nam, Y., Lee, S., and Lee, H. (2025), Consumer Preferences For Unmanned Stores: A Choice Experiment Study. Journal of Retailing and Consumer Services, 82, 104061. doi:https://doi.org/10.1016/j.jretconser.2024.104061
82. Niu, B., and Mvondo, G. F. N. (2024), I Am Chatgpt, The Ultimate AI Chatbot! Investigating The Determinants Of Users' Loyalty And Ethical Usage Concerns Of Chatgpt. Journal of Retailing and Consumer Services, 76, 103562. doi:https://doi.org/10.1016/j.jretconser.2023.103562
83. Njoku, J. N., Nwakanma, C. I., Lee, J.-M., and Kim, D.-S. (2024), Evaluating Regression Techniques For Service Advisor Performance Analysis In Automotive Dealerships. Journal of Retailing and Consumer Services, 80, 103933. doi:https://doi.org/10.1016/j.jretconser.2024.103933
84. Oliveira, G. G. d., Lizarelli, F. L., Teixeira, J. G., and Mendes, G. H. d. S. (2023), Curb Your Enthusiasm: Examining The Customer Experience With Alexa And Its Marketing Outcomes. Journal of Retailing and Consumer Services, 71, 103220. doi:https://doi.org/10.1016/j.jretconser.2022.103220
85. Pang, H., Ruan, Y., and Zhang, K. (2024), Deciphering Technological Contributions Of Visibility And Interactivity To Website Atmospheric And Customer Stickiness In AI-Driven Websites: The Pivotal Function Of Online Flow State. Journal of Retailing and Consumer Services, 78, 103795. doi:https://doi.org/10.1016/j.jretconser.2024.103795
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