ARTIFICIAL INTELLIGENCE AND CONSUMER BEHAVIOR: A STUDY ON INTERACTIONS AND RELATIONSHIPS

Abstract

In recent years, the development of artificial intelligence technology has greatly affected marketing and consumer behavior, as in every field. This study aimed to comprehensively examine articles on artificial intelligence and consumer behavior. 809 articles on artificial intelligence and consumer behavior were included in the Web of Science database between 2018-2024. The bibliometric analysis method, which is one of the qualitative research methods, was used in the study and the relationships between keywords, authors, articles, universities, countries and journals were mapped and examined using the VOSviewer program. The results of co-authorship analysis, co-occurrence analysis, citation analysis and co-citation analysis were included in the findings. According to the co-occurrence analysis results, the most used keywords were determined to be artificial intelligence, anthropomorphism, trust and chatbot. According to the citation analysis, the most cited article was Wirtz (2018), and according to the citation analysis, the countries with the highest network were America, England and China. In addition, it was observed that the studies in the relevant fields increased steadily in 2018 and after. Unlike similar studies, the study contributes to the literature by analyzing the articles on artificial intelligence and consumer behavior in the Web of Science database. The study provides information for future research by revealing the relationship between network graphs and articles written in this field.

Keywords

• Consumer Behavior
• Artificial Intelligence
• Bibliometric Analysis.

YAPAY ZEKÂ VE TÜKETİCİ DAVRANIŞLARI: ETKİLEŞİMLER VE İLİŞKİLER ÜZERİNE BİR İNCELEME

Öz

Son yıllarda yapay zekâ teknolojisinin gelişmesi her alanda olduğu gibi tüketici davranışlarını da fazlasıyla etkilemiştir. Bu çalışma, yapay zekâ ve tüketici davranışlarını konu alan makaleleri kapsamlı bir şekilde incelemeyi amaçlamıştır. 2018-2024 dönemleri arasında Web of Science veri tabanı üzerinden yapay zekâ ve tüketici davranışını konu edinen 809 makale kapsama alınmıştır. Çalışmada nitel araştırma yöntemlerinden olan bibliyometrik analiz yöntemi kullanılmış ve VOSviewer programı kullanılarak anahtar kelimeler, yazarlar, makaleler, üniversiteler, ülkeler ve dergilerin arasındaki ilişkiler haritalandırılarak incelenmiştir. Bulgularda ortak yazarlık analizi, ortak görülme analizi, atıf analizi ve ortak atıf analizi sonuçlarına yer verilmiştir. Ortak görülme analizi sonuçlarına göre en çok kullanılan anahtar kelimelerin; yapay zekâ, antropomorfizm, güven ve chatbot olduğu tespit edilmiştir. Atıf analizine göre, en çok atıf alan makalenin Wirtz (2018), atıf analizine göre en yüksek ağa sahip ülkelerin Amerika, İngiltere ve Çin olduğu görülmüştür. Ayrıca çalışmada 2018 ve sonrasında ilgili alanlara ait çalışmaların istikrarlı bir şekilde artış gösterdiği gözlenmiştir. Çalışma benzer çalışmalardan farklı olarak Web of Science veri tabanında yer alan yapay zekâ ve tüketici davranışını konu edinen makaleleri analiz ederek literatüre katkı sağlamaktadır. Çalışma ağ grafikleriyle bu alanda yazılmış makaleler arasındaki ilişkiyi ortaya koyarak gelecek araştırmalara bilgi sunmaktadır.

Anahtar Kelimeler

• Tüketici Davranışı
• Yapay Zekâ
• Bibliyometrik Analiz.

Kaynakça

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