Yapay yakınlık ve yapay diyaloglar: Z kuşağının ChatGPT-3.5 ve ChatGPT-4o ile marka etkileşimi ve parasosyal ilişkileri

Öz

OpenAI şirketinin geliştirdiği bir üretken yapay zekâ sistemi olan ChatGPT, insan benzeri yanıtlarıyla kullanıcılara etkileşimli bir diyalog deneyimi sunmaktadır. Buradan hareketle çalışma, Z kuşağının ChatGPT-3.5 ve ChatGPT-4o ile kurduğu etkileşimi parasosyal ilişki kuramı çerçevesinde inceleyerek, bu etkileşimin bireysel düzeyde nasıl anlamlandırıldığını ortaya koymayı amaçlamaktadır. Nitel bir araştırma metodolojisi üzerinden kullanıcıların bu etkileşimi nasıl yorumladığını incelemeyi amaçlayan araştırma, benzer sosyo-ekonomik, kültürel ve profesyonel özelliklere sahip iki bağımsız katılımcı grubunu iki farklı zaman noktasında karşılaştıran, tekrarlı kesitsel bir desen benimsemektedir. Bu araştırma, kullanıcıların birbirini izleyen iki farklı ChatGPT sürümünü nasıl deneyimlediğini incelemektedir. Araştırmanın birinci aşaması 2023 yılında ChatGPT-3.5 kullanıcılarıyla, ikinci aşaması ise 2025 yılında ChatGPT-4o kullanıcılarıyla gerçekleştirilmiştir. Bulgular, ChatGPT-3.5'in bilgiye kolay erişim sağlama ve soruları anlama becerisi bakımından işlevsel görüldüğünü, buna karşın duygusal açıdan zayıf ve mekanik olarak algılandığını ortaya koymaktadır. ChatGPT-4o ile kurulan etkileşim tam tersi şekilde daha sıcak ve akıcı bulunmuştur.

Anahtar Kelimeler

• Yapay zekâ
• ChatGPT
• parasosyal ilişkiler
• yapay yakınlık
• marka etkileşimi

Artificial intimacy and synthetic dialogues: Generation Z’s brand interaction and parasocial relationships with ChatGPT-3.5 and ChatGPT-4o

Öz

ChatGPT, a generative artificial intelligence (AI) system developed by OpenAI, offers users an interactive dialogue experience through its human-like responses. The study examines Generation Z’s interactions with ChatGPT within the framework of parasocial relationship theory, aiming to reveal how these interactions are interpreted at the individual level. Seeking to explore how users make sense of these interactions, the study employs a qualitative research methodology and a repeated cross-sectional design that compares two independent participant groups with similar socio-economic, cultural, and professional characteristics at two different points in time. The study examines how users experienced two successive ChatGPT versions. The first phase of the research was conducted in 2023 with ChatGPT-3.5 users, while the second phase was carried out in 2025 with ChatGPT-4o users. The findings indicate that ChatGPT-3.5 was regarded as functional in terms of providing easy access to information and understanding questions yet was perceived as emotionally weak and mechanical. Interactions with ChatGPT-4o, by contrast, were experienced as warmer and more fluent.

Anahtar Kelimeler

• Artificial intelligence
• ChatGPT
• Parasocial relationships
• artificial intimacy
• brand interaction

Kaynakça

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