YAPAY ZEKÂ İÇERİKLİ VİDEO REKLAMLARIN TÜKETİCİLERİN ALGI, TUTUM VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ

Öz

Yapay zekâ teknolojileri artık yalnızca tüketici verilerinin izlenmesi, saklanması ve anlamlı bilgilere dönüştürülmesinde değil, aynı zamanda doğrudan reklam içeriklerinin üretilmesi ve geliştirilmesinde de kullanılmaktadır. Yapay zekâ araçlarının reklamcılık alanında kullanımının giderek yaygınlaşmasına rağmen, yapay zekâ içerikli video reklamların tüketici davranışları üzerindeki etkileri sınırlı sayıda çalışmada ele alınmıştır. Bu araştırma, yapay zekâ içerikli video reklamlara ilişkin tüketici algılarının ve tutumlarının satın alma niyeti üzerindeki etkisini incelemeyi amaçlamaktadır. Nicel araştırma tasarımının benimsendiği çalışmada veriler, Türkiye’de yaşayan 18–55 yaş arası 418 katılımcıdan çevrimiçi anket yoluyla toplanmıştır. Bulgular, yapay zekâ içerikli video reklamlara yönelik tüketici tutumları ile satın alma niyeti arasında pozitif yönlü ve istatistiksel olarak anlamlı bir ilişki bulunduğunu ortaya koymaktadır. Ayrıca reklamlara yönelik algı boyutlarından özellikle güvenilirlik, bilgi vericilik ve ekonomiye fayda unsurlarının satın alma niyetiyle anlamlı biçimde ilişkili olduğu belirlenmiştir. Bununla birlikte, tüketicilerin algı, tutum ve satın alma niyeti düzeylerinde bazı demografik özelliklere bağlı olarak anlamlı farklılıklar olduğu tespit edilmiştir. Özellikle genç tüketicilerin, kadın katılımcıların, eğitim seviyesi iyi olan kişilerin ve bekârların daha olumlu tutumlara ve daha yüksek satın alma niyetine sahip olduğu belirlenmiştir. Buna karşılık gelir ve meslek değişkenleri açısından anlamlı bir farklılık tespit edilmemiştir.

Anahtar Kelimeler

• Yapay Zekâ
• Dijital Reklamcılık
• Tüketici
• Algı
• Tutum
• Satın Alma Niyeti.

THE IMPACT OF AI-GENERATED VIDEO ADVERTISEMENTS ON CONSUMER PERCEPTIONS, ATTITUDES, AND PURCHASE INTENTIONS

Öz

Artificial intelligence technologies are now used not only for monitoring, storing, and transforming consumer data into meaningful information, but also for directly generating and enhancing advertising content. However, despite the increasing prevalence of AI tools in the field of advertising, the effects of AI-generated video advertisements on consumer behavior have been addressed in a limited number of studies. This research aims to examine the impact of consumers’ perceptions of and attitudes toward AI-generated video advertisements on their purchase intentions. Adopting a quantitative research design, data were collected through an online survey from 418 participants aged 18–55 residing in Türkiye. The findings indicate a positive and significant relationship between consumers’ attitudes toward AI-generated video advertisements and their purchase intentions. Moreover, among the perception dimensions related to advertisements, reliability, informativeness, and contribution to the economy were found to be significantly associated with purchase intention. Additionally, levels of perception, attitude, and purchase intention were observed to differ significantly according to certain demographic characteristics. In particular, younger consumers, female participants, individuals with higher levels of education, and single respondents demonstrated more positive attitudes and higher purchase intentions. In contrast, no significant differences were identified in terms of income or occupation variables.

Anahtar Kelimeler

• Keywords: Artificial Intelligence
• Digital Advertising
• Consumer
• Perception
• Attitude
• Purchase Intention.

Kaynakça

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