TÜKETİCİLERİN SESLİ ASİSTAN ALIŞKANLIKLARINDA ALGILANAN ÜRKÜTÜCÜLÜK VE TÜKETİCİ DİRENCİNİN ROLÜ: DAVRANIŞSAL NEDEN PERSPEKTİFİ

Year 2025, Issue: 47, 87 - 102, 06.05.2025

Müzeyyen Gelibolu

https://doi.org/10.18092/ulikidince.1548247

Abstract

Bu çalışmanın amacı, tüketicilerin çevrimiçi sesli asistan kullanım alışkanlıklarına algılanan ürkütücülük ve tüketici direncinin etkilerini incelemektir. Çalışmanın evrenini Türkiye’deki sesli asistan kullanıcıları oluşturmaktadır. Kolayda örnekleme yöntemi ile çevrimiçi anket tekniği kullanılarak, çevrimiçi kanallar vasıtası ile 18 yaş üstü 252 sesli asistan kullanıcısından veri toplanmıştır. Çalışmada nicel araştırma yönteminden faydalanılmış olup veriler ve en küçük kareler yapısal eşitlik modellemesi (PLS-SEM) ile analiz edilmiştir. Yapılan analiz sonuçları, algılanan ürkütücülüğün tüketicilerin sesli asistanları online alışveriş amacıyla kullanımında tüketici direncini artırdığını göstermiştir. Ayrıca, tüketici direncinin tüketicilerin sesli asistanlara karşı tutumu üzerinde olumsuz bir etkiye sahipken, tutumun sesli asistan kullanma alışkanlığı üzerinde olumlu bir etkiye sahip olduğu ortaya konmuştur. Bu çalışma algılanan ürkütücülüğü sesli asistanların kullanımının alışkanlık haline gelmesinde bir inhibitör olarak ele alarak tüketici davranışları alan yazınlarına özgün katkı sağlamaktadır.

Keywords

Yapay zekâ temelli sesli asistanlar, Tüketici direnci, Algılanan Ürkütücülük, Davranışsal Neden Teorisi

Ethical Statement

Bu makalede etik kurallara uyduğumu beyan ederim.

THE ROLE OF PERCEIVED CREEPINESS AND CONSUMER RESISTANCE IN CONSUMER HABITS WITH VOICE ASSISTANTS: A BEHAVIORAL REASONING PERSPECTIVE

Abstract

The purpose of this study is examining the effects of perceived creepiness and consumer resistance on consumer habits with Smart voice assistants in online shopping based on Behavioural Reasoning Theory. The population of the study consists of voice assistant users in Turkey. Data were collected from 252 voice assistant users aged 18 and above through an online survey technique, using online channels, employing a convenience sampling method. Quantitative research methods were employed in the study and the data were analyzed with PLS-SEM. Results showed that perceived creepiness increases consumers' resistance to SVAs. Also, consumer resistance has a negative effect on attitude, while attitude has a positive effect on the habit of using voice assistants. Results were discussed based on Behavioural Reasoning perspective and recommendations were offered for theoreticians and practitioners. This study makes a unique contribution to the literature on voice assistants, behavioral reasoning theory and consumer behavior by considering perceived creepiness as an inhibitor in the habitual use of voice assistants.

Keywords

Voice assistants, Consumer Resistance, Perceived Creepiness, Behavioral Reasoning Theory

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