KADIN GİRİŞİMCİLERİN ONLİNE SATIN ALMA NİYETİNDE YAPAY ZEKA İLE ÜRÜN KİŞİSELLEŞTİRMEYE BAKIŞ

Yıl 2025, Cilt: 9 Sayı: 1-2, 77 - 93, 24.12.2025

Pınar Ertunç Onay

https://doi.org/10.31457/hr.1821948

Öz

E-ticaret ekosisteminde yapay zekâ (YZ) tabanlı kişiselleştirme uygulamaları, tüketicilerin karar verme süreçlerinde giderek daha belirleyici bir rol oynamaktadır. Ürün önerileri, dinamik fiyatlandırma stratejileri, kişiselleştirilmiş reklamcılık ve sanal asistanlar bu dönüşümün temel bileşenleri arasında yer almaktadır. Kadın girişimciler ise hem işletmeci hem de bireysel tüketici kimlikleriyle bu teknolojilerle doğrudan etkileşim hâlindedir.
Bu çalışmanın amacı, kadın girişimcilerin YZ tabanlı ürün kişiselleştirmeye yönelik algılarını keşfetmek ve bu algıların çevrim içi satın alma niyetine yönelik anlamlarını derinlemesine incelemektir. Araştırma, nitel bir desende yürütülmüştür. Çalışmada, Hakkâri’de faaliyet gösteren 30 kadın girişimci ile yarı yapılandırılmış görüşmeler yapılmış ve NVivo 11 aracılığıyla içerik analizi yöntemiyle analiz edilmiştir. Analiz sonucunda iki ana tema ve altı tema belirlenmiştir: (1) yapay zeka ile kişiselleştirme ve (2) online satın alma niyeti. Bulgular, kadın girişimcilerin YZ tabanlı kişiselleştirmeyi hem fırsat hem de risk olarak değerlendirdiklerini göstermektedir. Katılımcıların önemli bir bölümü kişiselleştirmenin zaman tasarrufu ve kolaylık sağladığını belirtirken, bir kısmı ise veri gizliliği, dolandırıcılık ve mahremiyet kaygıları nedeniyle temkinli bir tutum sergilemiştir.

Anahtar Kelimeler

Kadın girişimcilik , Yapay zeka tabanlı kişiselleştirme , Online satın alma niyeti

Etik Beyan

15.10.2025 tarihinde saat 15:00’da Prof.Dr. Can YILMAZ başkanlığında, aşağıda imzaları bulunan üyelerin katılımlarıyla toplanarak gündemdeki konu/konuları görüşmüş ve aşağıdaki karar/kararları almıştır. Arş. Gör Pınar ERTUNÇ ONAY"ın Yürüttüğü "Kadın Girişimcilerin Online Satın Alma Niyetinde Yapay Zeka ile Ürün Kişiselleştirmeye Bakış" başlıklı çalışmasının etik açıdan uygun bulunmasına; Oy birliği ile karar verilmiştir.

Destekleyen Kurum

Hakkari Üniversitesi

EXPLORİNG WOMEN ENTREPRENEURS’ PERSPECTİVES ON AI-POWERED PRODUCT PERSONALİZATİON İN ONLİNE PURCHASE INTENTİONS

Öz

In the e-commerce ecosystem, AI-based personalization applications play an increasingly decisive role in consumers’ decision-making processes. Product recommendations, dynamic pricing strategies, personalized advertising, and virtual assistants are among the key components of this digital transformation. Women entrepreneurs, in particular, interact directly with these technologies both as business owners and as individual consumers.
The aim of this study is to explore women entrepreneurs’ perceptions of AI-based product personalization and to examine in depth the implications of these perceptions for online purchase intentions. The study employed a qualitative research design. Semi-structured interviews were conducted with 30 women entrepreneurs operating in Hakkâri, Türkiye, and the data were analyzed using content analysis in NVivo 11 software. The analysis revealed two main themes and six subthemes: (1) AI-based personalization and (2) online purchase intentions. The findings indicate that women entrepreneurs perceive AI-based personalization as both an opportunity and a risk. While many participants emphasized the time-saving and convenience aspects of personalization, others expressed concerns regarding data privacy, fraud, and confidentiality.

Anahtar Kelimeler

Women entrepreneurship , Al-based personalization , Online purchase intention

Kaynakça

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