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İLERİ TEKNOLOJİLER, YAPAY ZEKÂ TEMELLİ ÇÖZÜMLER: DUYGU ODAKLI BİR YAKLAŞIM

Year 2023, Volume: 18 Issue: 60, 367 - 395, 27.07.2023
https://doi.org/10.14783/maruoneri.1189209

Abstract

Yapay zekâ teknolojisinin ilerlemesiyle birlikte, bireylerin yaşamlarına dâhil olan yeni nesil ürün ve hizmetlerin çeşitliliği her geçen gün artmaktadır. Bu çeşitlilik, bireylerin yapay zekâ teknolojisi ile temas ettiği alanları da genişletmektedir. Bu nedenle, bireylerin yapay zekâ teknolojisine yönelik duygularının anlaşılması araştırmaya değer konular arasında öne çıkmaktadır. Bu çalışmanın amacı, bireylerin yapay zekâ teknolojisi ve yapay zekâ destekli ürün ve hizmetler ile etkileşimlerinde açığa çıkan duyguları keşfetmektir. Bu doğrultuda, bu çalışmada nitel araştırma yöntemi benimsenmiş ve 10 katılımcı ile derinlemesine mülakat gerçekleştirilmiştir. Bulgulara göre temel duygu tipolojileri şu şekildedir: mutluluk, memnuniyet, şaşırma, merak, heyecan, umut, rahatlık, hayal kırıklığı, öfke, sinirlilik, korku, ürkütücülük, uyarılmama (canlandırılmama), rahatsızlık, endişe, umutsuzluk ve memnuniyetsizlik. Ayrıca bulgular, katılımcıların yapay zekâ teknolojisine yönelik olarak birden fazla duyguyu birlikte yaşayabildiğini (memnuniyet-korku, rahatlık-korku gibi) göstermektedir. Çalışma bulgularının, bireylerin yapay zekâ teknolojisine ve yapay zekâ destekli ürün ve hizmetlere yönelik duygularının anlaşılmasına katkı sağlayacağı düşünülmektedir.

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ADVANCED TECHNOLOGIES, ARTIFICIAL INTELLIGENCE-BASED SOLUTIONS: AN EMOTION-FOCUSED APPROACH

Year 2023, Volume: 18 Issue: 60, 367 - 395, 27.07.2023
https://doi.org/10.14783/maruoneri.1189209

Abstract

With the advancement of artificial intelligence technology, the diversity of new-generation products and services included in individuals’ life is increasing day by day. This diversity also expands the areas where individuals come into contact with artificial intelligence technology. Therefore, understanding emotions toward artificial intelligence technology stands out among the topics worth researching. This study aims to explore the emotions that emerge in the interactions of individuals with artificial intelligence technology and artificial intelligence- based products and services. In doing this, a qualitative research method was adopted in this study, and an in-depth interview technique was applied with 10 participants. According to the findings, the basic emotion typologies are as follows: happiness, pleased, astonished, curiosity, excitement, hope, comfort, disappointment, anger, nervousness, fear, frightened, unaroused, discomfort, anxiety, hopelessness and unpleased. Furthermore, the findings show that participants can experience more than one emotion simultaneously (such as pleased- fear or comfort-fear) for artificial intelligence technology. It is thought that the study’s results will contribute to the understanding of individuals’ emotions towards artificial intelligence technology and artificial intelligence- based products and services.

References

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  • Arastaman, G., FİDAN, İ. Ö., & Fidan, T. (2018). Nitel araştırmada geçerlik ve güvenirlik: Kuramsal bir inceleme. Van Yüzüncü Yıl Üniversitesi Eğitim Fakültesi Dergisi, 15(1), 37-75.
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  • Cowan, B. R., Pantidi, N., Coyle, D., Morrissey, K., Clarke, P., Al-Shehri, S., Earley, D., & Bandeira, N. (2017). “What can i help you with?”: Infrequent users’ experiences of intelligent personal assistants. Proceedings of the 19th International Conference on Human-Computer Interaction with Mobile Devices and Services, MobileHCI 2017. https://doi.org/10.1145/3098279.3098539
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  • Das S, Das I, Shaw RN, Ghosh A (2021) Advance machine learning and artificial intelligence applications in service robot. Artif Intell Fut Gener Robot 83–91. https://doi.org/10.1016/B978-0-323-85498-6.00002-2
  • Du, S., & Xie, C. (2021). Paradoxes of artificial intelligence in consumer markets: Ethical challenges and opportunities. Journal of Business Research, 129(August 2020), 961–974. https://doi.org/10.1016/j.jbusres.2020.08.024
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  • Erbuğ, E., & Özalkan, G. Ş. (2022) Pandemi Süresince Nitel Araştırma: Çevrimiçi Platformlar Üzerinden Derinlemesine Görüşmelerin İmkân Ve Sınırlılıkları. Sosyoloji Araştırmaları Dergisi, 25(1), 36-46.
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  • Gardner, M. P. (1985). Mood states and consumer behavior: A critical review. Journal of Consumer research, 12(3), 281-300.
  • Gillath, O., Ai, T., Branicky, M. S., Keshmiri, S., Davison, R. B., & Spaulding, R. (2021). Attachment and trust in artificial intelligence. Computers in Human Behavior, 115(September 2020), 106607. https://doi.org/10.1016/j.chb.2020.106607
  • Gkinko, L., & Elbanna, A. (2022). The appropriation of conversational AI in the workplace: A taxonomy of AI chatbot users. International Journal of Information Management, 102568.
  • Guo, F., Li, M., Qu, Q., & Duffy, V. G. (2019). The effect of a humanoid robot’s emotional behaviors on users’ emotional responses: Evidence from pupillometry and electroencephalography measures. International Journal of Human–Computer Interaction, 35(20), 1947-1959.
  • Hohenberger, C., Spörrle, M., & Welpe, I. M. (2016). How and why do men and women differ in their willingness to use automated cars? The influence of emotions across different age groups. Transportation Research Part A: Policy and Practice, 94, 374-385.
  • Holthöwer, J., & van Doorn, J. (2022). Robots do not judge: service robots can alleviate embarrassment in service encounters. Journal of the Academy of Marketing Science, 1-18.
  • Hornung, O., & Smolnik, S. (2022). AI invading the workplace: negative emotions towards the organizational use of personal virtual assistants. Electronic Markets, 32(1), 123-138.
  • Horstmann, A. C., & Krämer, N. C. (2019). Great expectations? Relation of previous experiences with social robots in real life or in the media and expectancies based on qualitative and quantitative assessment. Frontiers in psychology, 10, 939.
  • Huang, M. H. (2001). The theory of emotions in marketing. Journal of Business and Psychology, 16(2), 239-247.
  • Huang, M. H., & Rust, R. T. (2018). Artificial Intelligence in Service. Journal of Service Research, 21(2), 155–172. https://doi.org/10.1177/1094670517752459
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Details

Primary Language Turkish
Subjects Marketing Technology
Journal Section Makale Başvuru
Authors

Ömer Faruk Çelebi 0000-0002-9462-6279

Nilşah Cavdar Aksoy 0000-0003-0734-3930

Alev Kocak Alan 0000-0002-1060-1593

Ebru Tümer Kabadayı 0000-0002-0673-6866

Early Pub Date July 26, 2023
Publication Date July 27, 2023
Published in Issue Year 2023 Volume: 18 Issue: 60

Cite

APA Çelebi, Ö. F., Cavdar Aksoy, N., Kocak Alan, A., Tümer Kabadayı, E. (2023). İLERİ TEKNOLOJİLER, YAPAY ZEKÂ TEMELLİ ÇÖZÜMLER: DUYGU ODAKLI BİR YAKLAŞIM. Öneri Dergisi, 18(60), 367-395. https://doi.org/10.14783/maruoneri.1189209

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Öneri

Marmara UniversityInstitute of Social Sciences

Göztepe Kampüsü Enstitüler Binası Kat:5 34722  Kadıköy/İstanbul

e-ISSN: 2147-5377