TÜKETİCİLERİN YAPAY ZEKÂ KAYGI DÜZEYİNİN ÇEVRİMİÇİ SATIN ALMA NİYETİNE ETKİSİNDE ALGILANAN RİSKİN ARACILIK ROLÜ

Öz

Günümüzde yapay zekâ (YZ) destekli sistemler, e-ticaret platformlarında yaygın şekilde kullanılmakta olup tüketicilerin alışveriş deneyimlerini doğrudan etkilemektedir. Ancak, YZ’nin veri gizliliği, güvenlik ve etik konularındaki belirsizlikleri, tüketicilerde çeşitli kaygılara yol açabilmektedir. Bu çalışma, tüketicilerin YZ teknolojilerine yönelik kaygı düzeylerinin çevrimiçi satın alma niyetleri üzerindeki etkisini incelemekte ve bu ilişkide algılanan riskin aracılık rolünü araştırmaktadır. Nicel yöntemin kullanıldığı araştırmada YZ teknolojileri kullanan, çevrimiçi alışveriş yapan, 18 yaş ve üstü tüm tüketicilerin oluşturduğu evrende, tesadüfi olmayan örnekleme yöntemlerinden kolayda örnekleme yöntemiyle 427 katılımcıya ulaşılmıştır. Veriler çevrimiçi anket yoluyla toplanmış ve SmartPLS 4 istatistik programı kullanılarak yapısal eşitlik modellemesi ile analiz edilmiştir. Bulgular, yapay zekâ kaygısının çevrim içi satın alma niyeti üzerinde yalnızca “öğrenme kaygısı” boyutuyla anlamlı ve ters yönlü bir etkisinin olduğunu; diğer boyutların ise istatistiksel olarak anlamlı bir etkide bulunmadığını ortaya koymuştur. Yapay zekâ kaygısının tüketicinin algıladığı riski arttırmadığı ve algılanan riskin çevrim içi satın alma niyeti üzerinde anlamlı bir negatif etkiye sahip olmadığı belirlenmiştir. Ayrıca YZ kaygısı ve çevrim içi satın alma niyeti ilişkisinde algılanan riskin bir aracılık rolünün olmadığı tespit edilmiştir. Bu sonuçlar, tüketicilerin YZ destekli dijital alışveriş platformlarına genel olarak alışkın hâle geldiği ve YZ destekli sistemleri bir engel veya kaygı unsuru olarak görmedikleri şeklinde değerlendirilebilir.

Anahtar Kelimeler

• Yapay Zekâ
• Yapay Zekâ Kaygısı
• Çevrim İçi Satın Alma Niyeti
• Algılanan Risk
• Tüketici Davranışı

THE MEDIATING ROLE OF PERCEIVED RISK IN THE RELATIONSHIP BETWEEN CONSUMERS’ ARTIFICIAL INTELLIGENCE ANXIETY AND THEIR ONLINE PURCHASE INTENTION

Öz

Today, artificial intelligence (AI)-supported systems are widely utilized in e-commerce platforms and directly shape consumers’ shopping experiences. However, uncertainties related to data privacy, security, and ethical considerations may trigger various types of anxiety among consumers. This study investigates the influence of consumers’ anxiety levels toward AI technologies on their online purchase intention, while examining the mediating role of perceived risk in this relationship. Using a quantitative method, 427 participants were reached through convenience sampling and an online survey. Data were analyzed using structural equation modeling with the SmartPLS 4 program. The findings revealed that AI anxiety has a significant and inverse effect on purchase intention with respect to the “learning anxiety” dimension; other dimensions did not have a statistically significant effect. It was determined that AI anxiety does not increase the consumer’s perceived risk, and perceived risk does not have a significant negative effect on online purchase intention. Furthermore, it was found that perceived risk does not play a mediating role in the relationship between AI anxiety and online purchase intention. These results can be interpreted as indicating that consumers have generally become accustomed to AI-powered digital shopping platforms and do not perceive AI-powered systems as a cause for concern.

Anahtar Kelimeler

• Artificial Intelligence
• Artificial Intelligence Anxiety
• Online Purchase Intention
• Perceived Risk
• Consumer Behavior

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