EXAMINING CHATGPT USAGE BEHAVIOR WITHIN THE FRAMEWORK OF THE BIG FIVE PERSONALITY TRAITS

Öz

Advances in artificial intelligence technologies have rapidly expanded their use across various fields, from individuals' daily lives to their professional careers. As individuals increasingly interact with these new technologies every day, their intentions and frequency of using artificial intelligence are on the rise. This increase has also intensified academic interest in the behaviors of consumers in Generation Z, who possess the potential to adapt more quickly to new technologies. Personality traits are one of the most important factors influencing consumer behavior in this regard. In the relevant literature, the effect of consumers' personality traits on AI usage is a research area that attracts the attention of researchers for a comprehensive understanding of the subject. In this study, trends in the usage behavior of ChatGPT, one of the widely known AI applications, are examined within the framework of consumers' personality traits. In this sense, the aim of the study is to explain the intentions and behaviors of Generation Z individuals regarding ChatGPT usage within the framework of the Big Five personality traits. To this end, 127 usable questionnaire forms collected through a face-to-face survey were subjected to Structural Equation Modeling analysis. The research findings show that the personality types of agreeableness, conscientiousness, and openness to experience have a positive and significant effects on the intention to use ChatGPT. No significant relationship was found with the personality types of extraversion and emotional stability and ChatGPT usage intention. The results are discussed in terms of their theoretical and practical implications.

Anahtar Kelimeler

• ChatGPT
• Personality Traits
• artificial intelligence

BEŞ BÜYÜK KİŞİLİK ÖZELLİĞİ ÇERÇEVESİNDE CHATGPT KULLANIM DAVRANIŞININ İNCELENMESİ

Öz

Yapay zekâ teknolojilerinde yaşanan gelişmeler bireylerin günlük yaşamlarından iş hayatlarına kadar çeşitli alanlarda kullanımını hızla yaygınlaştırmaktadır. Her geçen gün bu yeni teknolojilerle daha fazla etkileşime giren bireylerin yapay zekâ kullanma niyetleri ve sıklıkları artış göstermektedir. Bu artış, özellikle yeni teknolojilere daha hızlı adapte olabilme potansiyeli taşıyan Z kuşağındaki tüketicilerin davranışlarına yönelik akademik ilgiyi de arttırmaktadır. Kişilik özellikleri, bu anlamda tüketici davranışları üzerinde etkili olan en önemli faktörlerden biridir. İlgili alan yazınında tüketicilerin kişilik özelliklerinin yapay zekâ kullanımına etkisi konunun zengin bir anlayışla ele alınabilmesi için araştırmacıların ilgisini çeken bir araştırma alanıdır. Bu çalışmada, yaygın olarak bilinen yapay zekâ uygulamalarından ChatGPT’nin kullanım davranışına yönelik eğilimler, tüketicilerin kişilik özellikleri çerçevesinde incelenmektedir. Bu anlamda çalışmanın amacı, Z kuşağındaki bireylerin beş büyük kişilik özelliği çerçevesinde ChatGPT kullanma niyetlerini ve davranışlarını açıklamaya çalışmaktır. Bu amaçla gerçekleştirilen yüz yüze anket çalışmasıyla toplanan 127 kullanılabilir anket formu Yapısal Eşitlik Modellemesi analizine tabi tutulmuştur. Araştırma bulguları uyumluluk, sorumluluk ve deneyime açıklık kişilik türlerinin ChatGPT kullanma niyeti üzerinde pozitif ve anlamlı bir etki oluşturduğunu göstermektedir. Dışadönüklük ve duygusal denge kişilik türleriyle ise anlamlı bir ilişki saptanamamıştır. Bu bağlamda elde edilen sonuçlar, teori ve uygulama açısından değerlendirilmiştir.

Anahtar Kelimeler

• ChatGPT
• Kişilik Özellikleri
• Yapay Zekâ

Kaynakça

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