Tüketicilerin Sanal Asistanları Kullanma Niyetinde Etkili Faktörlerin Araştırılması

Yıl 2023, Cilt: 7 Sayı: 1, 27 - 49, 31.01.2023

Abdil Arık Deniz Zeren

https://doi.org/10.29023/alanyaakademik.1051081

Öz

Sanal asistanlar metin ve ses komutlarını insan diyaloglarını taklit ederek yerine getiren yapay zeka uygulamalarıdır. E-ticaret firmaları müşteri desteği sağlama, sipariş alma ve ürün önerileri gibi birçok görevi gerçekleştirebilmeleri sebebiyle faaliyetlerinde sanal asistanları kullanmaktadır. Bu çalışmada, tüketicilerin sanal asistanları kullanma niyetine etkili faktörler ortaya çıkarmak amaçlanmıştır. Teknoloji Kabul Modeli ve Kullanımlar ve Doyumlar Teorisinden faydalanılan çalışma kapsamında 382 tüketiciden veri elde edilmiştir. Yapısal eşitlik modeli ile verilerin analizi sonucunda, sanal asistanların uyumluluğunun kullanma niyetini olumlu, gizlilik kaygılarının ise olumsuz etkilediği belirlenmiştir. Algılanan kullanım kolaylığı ile algılanan faydanın kullanmaya yönelik tutumu olumlu, kullanmaya yönelik tutumun da kullanma niyetini olumlu yönde etkilediği belirlenmiştir. Ayrıca, sanal asistanların sohbet gerçekliği, zevkli olmaları, zaman geçirebilirliği ve olgunlaşmamış teknoloji olmalarının kullanma niyeti üzerinde anlamlı bir etkisi olmadığı belirlenmiştir.

Anahtar Kelimeler

Sanal Asistanlar, Teknoloji Kabul Modeli, Kullanımlar ve Doyumlar Teorisi, Kullanma Niyeti

Examining Factors Effecting Consumers' Intention to Use Chatbots

Öz

Chatbots are artificial intelligence applications that perform text and voice commands by imitating human dialogues. E-commerce companies use chatbots in their activities because they can perform many tasks such as providing customer support, ordering and product recommendations. In this study, it is aimed to reveal factors effecting consumers' intention to use chatbots. Data were obtained from 382 consumers within scope of the study, which benefited from Technology Acceptance Model and Uses and Gratifications Theory. As a result of analysis of the data with structural equation model, it was determined that compatibility of chatbots positively effected intention to use, while privacy concerns negatively effected. It has been determined that perceived ease of use and perceived usefulness effect attitude towards using positively, and attitude towards using positively effects intention to use. In addition, it was determined that chatbots’ authenticity of conversation, enjoyment, pass time and being immature technology did not have a significant effect on their intention to use.

Anahtar Kelimeler

Chatbots, Technology Acceptance Model, Uses and Gratifications Theory, Usage Intention

Kaynakça

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