Tüketicilerin Sohbet Robotlarına (Chatbots) Karşı Tutum ve Güvenlerinin Teknoloji Kabul Modeli ve Kullanım ve Doyumlar Teorisi Çerçevesinde İncelenmesi

Reyhan Bahar

doi:10.25229/beta.1669811

EN TR

Investigation of Consumers' Attitudes and Trusts Towards Chatbots within the Framework of Technology Acceptance Model and Uses and Gratifications Theory

Öz

The digital transformation brought by the technology age has increased the importance of customer experience and made the use of artificial intelligence-supported digital intelligent systems mandatory in the strategic decisions of businesses. One such intelligent system is chatbots, which are dialogue-based computer programs designed to meet users' needs quickly and efficiently. In this study, it is aimed to examine the attitudes of online shoppers towards chatbots within the framework of Technology Acceptance Model, Use and Satisfaction Theory and trust in chatbots. The research was conducted using data from a survey of 399 participants, analyzed through the Structural Equation Modeling (SEM) method using SPSS and LISREL software packages. The findings indicate that consumers' attitudes, behaviors, trust, and satisfaction toward chatbots have increased. Additionally, it was found that consumers' attitudes toward chatbots with secure features related to health have also improved. As a result, it can be concluded that as people accept and trust new technologies, their attitudes toward chatbots and their satisfaction with using these technologies improve.

Anahtar Kelimeler

Chatbots, Technology Acceptance Model, Uses Gratifications Theory, Trust in Chatbots, Digital Marketing

Tüketicilerin Sohbet Robotlarına (Chatbots) Karşı Tutum ve Güvenlerinin Teknoloji Kabul Modeli ve Kullanım ve Doyumlar Teorisi Çerçevesinde İncelenmesi

Öz

Teknoloji çağının getirdiği dijital dönüşüm, müşteri deneyiminin önemini artırmış ve işletmelerin stratejik kararlarında yapay zekâ destekli dijital akıllı sistemlerin kullanımını zorunlu hale getirmiştir. Bu akıllı sistemlerden biri de kullanıcıların ihtiyaçlarını hızlı ve verimli bir şekilde karşılamak amacıyla geliştirilen diyalog tabanlı bilgisayar programları olan sohbet robotlarıdır. Bu çalışmada, çevrim içi alışveriş yapan tüketicilerin sohbet robotlarına yönelik tutumları; Teknoloji Kabul Modeli, Kullanım ve Doyumlar Teorisi ve sohbet robotlarına duyulan güven değişkenleri çerçevesinde incelenmek amaçlanmıştır. Bu amaç doğrultusunda 399 kişiden anket yöntemiyle toplanan veriler SPSS ve LISREL paket programları aracılığıyla Yapısal Eşitlik Modeli kullanılarak analiz edilmiştir. Çalışmanın bulgularına göre tüketicilerin teknoloji kabul modeli tutumları ile sohbet robotlarına olan güven ve doyumları arasında pozitif bir ilişki olduğu görülmüştür. Ayrıca tüketicilerin sohbet robotlarına duydukları güven arttıkça da kullanım ve doyumlar teorisi tutumlarının arttığı ortaya konmuştur. Sonuç olarak tüketicilerin yeni teknolojileri kabul etmeleri ve güven duymaları durumunda, sohbet robotlarına yönelik tutumlarının ve bu teknolojileri kullanma doyumlarının arttığını söylemek mümkündür.

Anahtar Kelimeler

Sohbet Robotları, Teknoloji Kabul Modeli, Kullanımlar Doyumlar Teorisi, Sohbet Robotlarına Duyulan Güven, Dijital Pazarlama

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Reyhan Bahar ^*
0000-0001-5872-6275
Türkiye

Erken Görünüm Tarihi

20 Ekim 2025

Yayımlanma Tarihi

29 Ekim 2025

Gönderilme Tarihi

3 Nisan 2025

Kabul Tarihi

9 Temmuz 2025

Yayımlandığı Sayı

Yıl 2025 Cilt: 10 Sayı: 3

DOI

https://doi.org/10.25229/beta.1669811

IZ

https://izlik.org/JA67NA45ZH

APA

Bahar, R. (2025). Tüketicilerin Sohbet Robotlarına (Chatbots) Karşı Tutum ve Güvenlerinin Teknoloji Kabul Modeli ve Kullanım ve Doyumlar Teorisi Çerçevesinde İncelenmesi. Bulletin of Economic Theory and Analysis, 10(3), 1167-1200. https://doi.org/10.25229/beta.1669811

AMA

1.Bahar R. Tüketicilerin Sohbet Robotlarına (Chatbots) Karşı Tutum ve Güvenlerinin Teknoloji Kabul Modeli ve Kullanım ve Doyumlar Teorisi Çerçevesinde İncelenmesi. beta. 2025;10(3):1167-1200. doi:10.25229/beta.1669811

Chicago

Bahar, Reyhan. 2025. “Tüketicilerin Sohbet Robotlarına (Chatbots) Karşı Tutum ve Güvenlerinin Teknoloji Kabul Modeli ve Kullanım ve Doyumlar Teorisi Çerçevesinde İncelenmesi”. Bulletin of Economic Theory and Analysis 10 (3): 1167-1200. https://doi.org/10.25229/beta.1669811.

EndNote

Bahar R (01 Ekim 2025) Tüketicilerin Sohbet Robotlarına (Chatbots) Karşı Tutum ve Güvenlerinin Teknoloji Kabul Modeli ve Kullanım ve Doyumlar Teorisi Çerçevesinde İncelenmesi. Bulletin of Economic Theory and Analysis 10 3 1167–1200.

IEEE

[1]R. Bahar, “Tüketicilerin Sohbet Robotlarına (Chatbots) Karşı Tutum ve Güvenlerinin Teknoloji Kabul Modeli ve Kullanım ve Doyumlar Teorisi Çerçevesinde İncelenmesi”, beta, c. 10, sy 3, ss. 1167–1200, Eki. 2025, doi: 10.25229/beta.1669811.

ISNAD

Bahar, Reyhan. “Tüketicilerin Sohbet Robotlarına (Chatbots) Karşı Tutum ve Güvenlerinin Teknoloji Kabul Modeli ve Kullanım ve Doyumlar Teorisi Çerçevesinde İncelenmesi”. Bulletin of Economic Theory and Analysis 10/3 (01 Ekim 2025): 1167-1200. https://doi.org/10.25229/beta.1669811.

JAMA

1.Bahar R. Tüketicilerin Sohbet Robotlarına (Chatbots) Karşı Tutum ve Güvenlerinin Teknoloji Kabul Modeli ve Kullanım ve Doyumlar Teorisi Çerçevesinde İncelenmesi. beta. 2025;10:1167–1200.

MLA

Bahar, Reyhan. “Tüketicilerin Sohbet Robotlarına (Chatbots) Karşı Tutum ve Güvenlerinin Teknoloji Kabul Modeli ve Kullanım ve Doyumlar Teorisi Çerçevesinde İncelenmesi”. Bulletin of Economic Theory and Analysis, c. 10, sy 3, Ekim 2025, ss. 1167-00, doi:10.25229/beta.1669811.

Vancouver

1.Reyhan Bahar. Tüketicilerin Sohbet Robotlarına (Chatbots) Karşı Tutum ve Güvenlerinin Teknoloji Kabul Modeli ve Kullanım ve Doyumlar Teorisi Çerçevesinde İncelenmesi. beta. 01 Ekim 2025;10(3):1167-200. doi:10.25229/beta.1669811

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Investigation of Consumers' Attitudes and Trusts Towards Chatbots within the Framework of Technology Acceptance Model and Uses and Gratifications Theory

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Tüketicilerin Sohbet Robotlarına (Chatbots) Karşı Tutum ve Güvenlerinin Teknoloji Kabul Modeli ve Kullanım ve Doyumlar Teorisi Çerçevesinde İncelenmesi

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