Examining the relationship between consumer innovativeness and trust in chatbot applications: A study on Turkish banking sector

Yıl 2022, , 59 - 85, 30.12.2022

Sevda Deneçli , Öykü Yıldız , Ceyda Deneçli

https://doi.org/10.26650/CONNECTIST2022-1171397

Öz

Life has transformed rapidly with technology taking on a dominant position in our time. The developments in the field of the internet and the point that web technology has reached has created radical changes in the way of life of today’s individuals. Businesses also benefit from the opportunities that technology had provided them in how they reach their consumers. Businesses are using these technologies more and more every day to reach consumers who are constantly open to interaction thanks to technological tools. This is especially true in the service sector and e-commerce sites, where the effects of the digital transformation in banking are seen more clearly. Banks have started to use artificial intelligence-based robots in the customer relations process. In the present study, the general development of artificial intelligence-based chatbots was examined and their use in the rapidly digitalizing banking field was discussed. In this context, the approaches of innovative consumers to chatbot applications of banks were evaluated. The research was carried out on 407 people who were reached by convenience sampling method, using a questionnaire as a data collection method. However, since 13 people stated that they do not use internet or mobile banking, the analyzes were carried out on the answers of 394 participants. A correlation analysis was conducted to reveal whether the innovativeness level of consumers is related to their trust in chatbot applications. The research results show that there is no significant relationship between the “competence dimension” (r=0.06; p<0,01) and “benevolence dimension” (r=0.06; p<0,01) of consumer trust towards chatbot applications and consumer innovativeness; however, study revealed that there is a significant relationship between the “integrity dimension” (r=0.17; p<0,01) of trust and consumer innovativeness.

Anahtar Kelimeler

Artificial intelligence, chatbot, digitalization, innovative consumer, consumer cxperience

Tüketici yenilikçiliği ve chatbot uygulamalarına güven arasındaki ilişkinin incelenmesi: Türk bankacılık sektörü üzerine bir araştırma

Öz

Teknolojinin çağımızda başat bir konuma gelmesiyle birlikte yaşam hızlı bir biçimde dönüşmüştür. Özellikle internet alanındaki gelişmeler, web teknolojisinin geldiği nokta günümüz bireylerin yaşayış biçiminde köklü değişiklikler yaratmıştır. İşletmeler de tüketicilerine ulaşırken teknolojinin söz konusu olanaklarından yararlanmaktadır. İşletmeler, teknolojik araçlar sayesinde, sürekli etkileşime açık tüketicilere ulaşmak için hergeçen gün bu teknolojilere daha fazla başvurmaktadır. Özellikle de hizmet sektöründe; e-ticaret sitelerinde, bankacılık alanında dijital dönüşümün etkileri daha net bir biçimde görülmektedir. Bankalar yapay zekâ temelli bu robotları günümüzde müşteri ilişkileri sürecinde kullanmaya başlamıştır. Çalışmada, yapay zekâ temelli sohbet robotlarının genel olarak gelişimi irdelenerek, hızla dijitalleşen bankacılık alanında kullanımı ele alınmıştır. Bu bağlamda çalışmada yenilikçi tüketicilerin bankaların sohbet robotu uygulamalarınabyaklaşımları değerlendirilmiştir. Araştırma, veri toplama yöntemi olarak anket kullanılarak kolayda örnekleme yöntemiyle ulaşılmış 407 kişi üzerinde gerçekleştirilmiştir. Ancak 13 kişi internet ya da mobil bankacılık kullanmadığını belirttiğinden analizler 394 katılımcının cevapları üzerinden gerçekleştirilmiştir. Tüketicilerin yenilikçilik seviyelerinin Chatbot uygulamalarına duydukları güven ile ilişkili olup olmadığını ortaya koymak amacıyla korelasyon analizi gerçekleştirilmiştir. Araştırma sonuçları chatbot uygulamalarına yönelik tüketici güveninin ‘yetkinlik boyutu’ (r=0.06; p<0,01) ve ‘yardım boyutu’ (r=0.06; p<0,01)ile tüketici yenilikçiliği ile arasında anlamlı bir ilişki olmadığını; ancak güvenin ‘doğruluk boyutu’ (r=0.17; p<0,01) ile tüketici yenilikçiliği arasında anlamlı bir ilişki olduğunu ortaya koymuştur.

Anahtar Kelimeler

Yapay zekâ, chatbot, dijitalleşme, yenilikçi tüketici, tüketici deneyimi

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