CUSTOMER EXPERIENCE IN ONLINE SHOPPING: CONTENT ANALYSIS OF ARTIFICIAL INTELLIGENCE-SUPPORTED PRODUCT REVIEWS

Abstract

Artificial intelligence is becoming increasingly involved in our daily lives, meeting consumers in a variety of areas such as social media, e-commerce, entertainment, healthcare, personal assistants and smart home devices. Smart Assistant Speakers, which have gained immense popularity in recent years, have become a preferred product in the homes of many consumers around the world. As the market for these products expands, assessing customer satisfaction through online reviews is increasingly important for both businesses and consumers. In this study, consumer reviews on online shopping sites were analyzed by content analysis method in order to obtain information about customers' Smart Assistant Speaker choices. As a result of the research, it is seen that customer reviews are predominantly based on “Cognitive Knowledge” based on concrete elements such as physical quality of the product, language support feature, general satisfaction, voice perception speed and voice quality.

Keywords

• artificial intelligence
• online review
• customer experience
• voice assistant
• smart assistant speaker

ÇEVRİMİÇİ ALIŞVERİŞTE MÜŞTERİ DENEYİMİ: YAPAY ZEKA DESTEKLİ ÜRÜN YORUMLARININ İÇERİK ANALİZİ İLE İNCELENMESİ

Abstract

Yapay zeka, günlük hayatımıza giderek daha fazla dahil olmakta ve tüketicilerle sosyal medya, e-ticaret, eğlence, sağlık, kişisel asistanlar ve akıllı ev cihazları gibi çeşitli alanlarda buluşmaktadır. Son yıllarda büyük bir popülerlik kazanan Akıllı Asistan Hoparlörler, dünya genelinde birçok tüketicinin evlerinde tercih ettiği bir ürün olmuştur. Bu ürünlerin pazarı genişledikçe, online yorumlar aracılığıyla müşteri memnuniyetini değerlendirmek hem işletmeler hem de tüketiciler için giderek daha önemli olmaktadır. Bu araştırmada, müşterilerin Akıllı Asistan Hoparlör seçimleriyle ilgili bilgi edinmek amacıyla online alışveriş sitelerindeki tüketici yorumları içerik analizi yöntemiyle incelenmiştir. Araştırmanın sonucunda, müşteri yorumlarının ürünün fiziksel kalitesi, dil destek özelliği, genel memnuniyet, ses algılama hızı ve ses kalitesi gibi somut unsurlara dayanan “Bilişsel Bilgi” ağırlıklı olduğu görülmektedir.

Keywords

• yapay zeka
• müşteri deneyimi
• sesli asistan
• akıllı asistan hoparlör
• online yorum

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