Akıllı Asistan Müşteri Deneyiminin Tekrar Kullanım Niyetine Etkisinde Antropomorfizmin Aracılık Rolü: ChatGPT Örneği

Serap Battal; Nurettin Ozan Bakır

doi:10.54439/gupayad.1830069

TR EN

Akıllı Asistan Müşteri Deneyiminin Tekrar Kullanım Niyetine Etkisinde Antropomorfizmin Aracılık Rolü: ChatGPT Örneği

Öz

Amaç: Yapay zekanın günlük yaşama hızla entegre olmasıyla birlikte, tüketicilerin akıllı asistanlarla kurdukları etkileşim müşteri deneyiminin önemli bir boyutu hâline gelmiştir. Bu bağlamda, insan benzeri özellikler taşıyan yapay zekâ destekli asistanların kullanıcı algısını ve tekrar kullanım niyetini nasıl şekillendirdiğini anlamak, pazarlama literatüründe giderek daha kritik bir araştırma alanı olarak öne çıkmaktadır. Bu çalışmanın amacı, akıllı asistan kullanımında tüketici deneyiminin hem algılanan antropomorfizmin hem de tekrar kullanım niyetine etkilerini incelemek, aynı zamanda algılanan antropomorfizmin tekrar kullanım niyetine etkisini araştırmak, ayrıca algılanan antropomorfizmin tüketici deneyimi ile tekrar kullanım niyeti arasındaki aracılık rolünün olup olmadığını tespit etmektir. Gereç ve Yöntem: Araştırmanın ana kütlesi, Türkiye’de yaşayan ve ChatGPT’yi en az bir kez kullanmış 18 yaş üstü kişilerden oluşmaktadır. Bu araştırmada kolayda örnekleme yöntemi tercih edilmiştir. Veriler, çevrimiçi anket yöntemi ile toplanmıştır. Toplamda 424 anket yapısal eşitlik modellemeleri kullanılarak veri analizine tabi tutulmuştur. Bulgular: Yapılan faktör analizlerine göre, tüketici deneyimi dört faktör, algılanan antropomorfizm ve tekrar kullanım niyeti değişkenleri tek faktör altında ele alınmıştır. Yapılan analizlere göre, tüketici deneyiminin tekrar kullanım niyetini ve algılanan antropomorfizmi etkilediği sonucuna ulaşılmıştır. Ayrıca algılanan antropomorfizmin tekrar kullanım niyeti üzerinde etkisi olduğu anlaşılmıştır. Ancak algılanan antropomorfizmin herhangi bir aracılık etkisine rastlanmamıştır. Bulgular doğrultusunda, antropomorfizmin kullanıcı deneyimi esnasında algılarını yönlendirme potansiyeline sahip olduğu söylenebilir. Sonuç: Çalışmadan elde edilen çıktılar, pazarlamacıların antropomorfik etkileşimleri daha dikkatli ve bilinçli şekilde değerlendirerek markaları destekleyebilecek stratejiler oluşturabileceklerini gösterebilir.

Anahtar Kelimeler

Yapay zeka, antropomorfizm, tüketici deneyimi, akıllı asistan.

The Mediating Role of Anthropomorphism in the Effect of Smart Assistant Customer Experience on Reuse Intention: The ChatGPT Example

Öz

Purpose: With the rapid integration of artificial intelligence into everyday life, consumers’ interactions with smart assistants have become an important dimension of customer experience. In this context, understanding how AI-powered assistants with human-like characteristics shape user perceptions and reuse intentions has emerged as an increasingly critical area of research in the marketing literature. The purpose of this study is to examine the effects of consumer experience in smart assistant usage on both perceived anthropomorphism and reuse intention, to investigate the impact of perceived anthropomorphism on reuse intention, and to determine whether perceived anthropomorphism plays a mediating role in the relationship between consumer experience and reuse intention. Materials and Methods: The population of the study consists of individuals aged 18 and over living in Turkey who have used ChatGPT at least once. A convenience sampling method was employed. Data were collected through an online survey. A total of 424 questionnaires were analyzed using structural equation modeling. Findings: According to the factor analyses, consumer experience was represented by four factors, while perceived anthropomorphism and reuse intention were each treated as single-factor constructs. The analyses revealed that consumer experience has a significant effect on both reuse intention and perceived anthropomorphism. In addition, perceived anthropomorphism was found to have a significant effect on reuse intention. However, no mediating effect of perceived anthropomorphism was identified. Based on the findings, it can be stated that anthropomorphism has the potential to shape users’ perceptions during the experience process. Conclusion: The results of the study suggest that marketers can develop strategies to support their brands by evaluating anthropomorphic interactions in a more deliberate and informed manner.

Anahtar Kelimeler

Artificial intelligence, antropomorphism, customer experience, smart assistant.

Destekleyen Kurum

Bu çalışma için Marmara Üniversitesi Bilimsel Araştırma Projeleri Koordinasyon Birimi tarafından destek alınmıştır. Çalışma için gereken harcamalar BAPKO tarafından karşılanmıştır.

Etik Beyan

Bu araştırma da kullanılan ölçekler Marmara Üniversitesi Sosyal Bilimler Araştırma Etik Kurulu tarafından verilen 04.05.2023 tarih ve 2023-104 sayılı onay dikkate alınarak uygulanmıştır.

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Ayrıntılar

Birincil Dil

Türkçe

Konular

Dijital Pazarlama, Pazarlama Araştırma Metodolojisi, Tüketici Davranışı

Bölüm

Araştırma Makalesi

Yazarlar

Serap Battal ^*
0009-0004-6832-7867
Türkiye

Nurettin Ozan Bakır
0000-0002-6854-638X
Türkiye

Yayımlanma Tarihi

30 Aralık 2025

Gönderilme Tarihi

25 Kasım 2025

Kabul Tarihi

26 Aralık 2025

Yayımlandığı Sayı

Yıl 2025 Cilt: 6 Sayı: 2

DOI

https://doi.org/10.54439/gupayad.1830069

IZ

https://izlik.org/JA85UH84BM

APA

Battal, S., & Bakır, N. O. (2025). Akıllı Asistan Müşteri Deneyiminin Tekrar Kullanım Niyetine Etkisinde Antropomorfizmin Aracılık Rolü: ChatGPT Örneği. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi, 6(2), 154-174. https://doi.org/10.54439/gupayad.1830069

AMA

1.Battal S, Bakır NO. Akıllı Asistan Müşteri Deneyiminin Tekrar Kullanım Niyetine Etkisinde Antropomorfizmin Aracılık Rolü: ChatGPT Örneği. GÜPAYAD. 2025;6(2):154-174. doi:10.54439/gupayad.1830069

Chicago

Battal, Serap, ve Nurettin Ozan Bakır. 2025. “Akıllı Asistan Müşteri Deneyiminin Tekrar Kullanım Niyetine Etkisinde Antropomorfizmin Aracılık Rolü: ChatGPT Örneği”. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi 6 (2): 154-74. https://doi.org/10.54439/gupayad.1830069.

EndNote

Battal S, Bakır NO (01 Aralık 2025) Akıllı Asistan Müşteri Deneyiminin Tekrar Kullanım Niyetine Etkisinde Antropomorfizmin Aracılık Rolü: ChatGPT Örneği. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi 6 2 154–174.

IEEE

[1]S. Battal ve N. O. Bakır, “Akıllı Asistan Müşteri Deneyiminin Tekrar Kullanım Niyetine Etkisinde Antropomorfizmin Aracılık Rolü: ChatGPT Örneği”, GÜPAYAD, c. 6, sy 2, ss. 154–174, Ara. 2025, doi: 10.54439/gupayad.1830069.

ISNAD

Battal, Serap - Bakır, Nurettin Ozan. “Akıllı Asistan Müşteri Deneyiminin Tekrar Kullanım Niyetine Etkisinde Antropomorfizmin Aracılık Rolü: ChatGPT Örneği”. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi 6/2 (01 Aralık 2025): 154-174. https://doi.org/10.54439/gupayad.1830069.

JAMA

1.Battal S, Bakır NO. Akıllı Asistan Müşteri Deneyiminin Tekrar Kullanım Niyetine Etkisinde Antropomorfizmin Aracılık Rolü: ChatGPT Örneği. GÜPAYAD. 2025;6:154–174.

MLA

Battal, Serap, ve Nurettin Ozan Bakır. “Akıllı Asistan Müşteri Deneyiminin Tekrar Kullanım Niyetine Etkisinde Antropomorfizmin Aracılık Rolü: ChatGPT Örneği”. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi, c. 6, sy 2, Aralık 2025, ss. 154-7, doi:10.54439/gupayad.1830069.

Vancouver

1.Serap Battal, Nurettin Ozan Bakır. Akıllı Asistan Müşteri Deneyiminin Tekrar Kullanım Niyetine Etkisinde Antropomorfizmin Aracılık Rolü: ChatGPT Örneği. GÜPAYAD. 01 Aralık 2025;6(2):154-7. doi:10.54439/gupayad.1830069