Ses Tabanlı Yapay Zeka Uygulamalarının Marka Sadakati Üzerindeki Etkisi Siri Örneği

Abstract

Bu çalışma, ses tabanlı yapay zekâ uygulamalarının marka sadakati üzerindeki etkilerini incelemeyi amaçlamaktadır. Yapay zekâ (YZ) alanında yaşanan son gelişmeler, bu teknolojinin pazarlama başta olmak üzere çeşitli disiplinlerde yaygın biçimde kullanılmasına olanak sağlamış ve söz konusu etkilerine yönelik akademik ilgiyi artırmıştır. Araştırma kapsamında YZ’nin pazarlamadaki rolü ele alınmakta; özellikle ses tabanlı YZ uygulamalarının marka sadakati üzerindeki belirleyici etkileri analiz edilmektedir. Birden fazla ses tabanlı YZ uygulaması bulunmasına karşın, çalışma kapsamı, artan kullanım oranı ve en çok bilinen ilk 10 YZ aracı arasında yer alması nedeniyle Apple’ın iPhone asistanı Siri ile sınırlandırılmıştır. Veri analizinde Smart PLS 4 yazılımı kullanılmıştır. Elde edilen bulgular, güven, etkileşim ve yenilikçilik değişkenlerinin marka sadakati üzerinde pozitif ve anlamlı bir etkiye sahip olduğunu, buna karşılık algılanan risk değişkeninin marka sadakatini anlamlı düzeyde etkilemediğini göstermektedir.

Keywords

• Yapay zeka
• Marka sadakati
• Marka güveni
• Siri

The Effect of Voice-Based Artificial Intelligence Applications on Brand Loyalty: Siri’s Example

Abstract

This research explores the impact of voice-based artificial intelligence applications on brand loyalty. Recent advancements in artificial intelligence (AI) have led to its widespread adoption across various domains, including marketing, thereby generating increasing interest in its effects This study examines the role of AI in marketing, specifically focusing on how voice-based AI applications influence brand loyalty. Although multiple voice-based AI applications exist, this study focuses on Siri, Apple's iPhone assistant, due to its increasing usage and ranking among the top 10 well-known AI tools. The research utilizes Smart PLS 4 for data analysis. The findings reveal that trust, interaction, and innovation have a positive and significant effect on brand loyalty, whereas perceived risk has no significant effect on brand loyalty.

Keywords

• artificial intelligence
• brand loyalty
• brand trust
• Siri

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