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

Yıl 2025, Cilt: 10 Sayı: 3, 1167 - 1200

Reyhan Bahar

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

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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