ChatGPT’yi Yöresel Yiyecek Danışmanı Olarak Kullanma Niyeti: Algılanan Kullanım Kolaylığı, Kullanışlılık ve Güvenin Rolü

Öz

Bu çalışma algılanan kullanım kolaylığı, algılanan kullanışlılık ve güvenin yöresel yiyeceklere yönelik ChatGPT kullanma niyeti üzerindeki etkisini araştırmayı amaçlamaktadır. Araştırma nicel araştırma deseni çerçevesinde yürütülmüştür. Araştırmanın verileri Kayseri ilini ziyaret eden yerli turistlerden gönüllülük esasına dayalı olarak toplanmıştır. Bu bağlamda 462 katılımcıdan toplanan veriler ile araştırma hipotezlerini test etmek için yapısal eşitlik modellemesi kullanılmıştır. Araştırma sonuçları algılanan kullanım kolaylığı, algılanan kullanışlılık ve güvenin turistlerin yöresel yiyecekleri keşfetme sürecinde ChatGPT’yi kullanma niyetlerini anlamlı ve olumlu biçimde etkilediğini göstermektedir. Başka bir ifadeyle, kullanıcı deneyimi ve güven algısı güçlendikçe niyet de artmaktadır. Dolayısıyla, yöresel yiyeceklere ilişkin bilgi arayışında ChatGPT sohbet robotu gibi yapay zekâ tabanlı araçların benimsenmesi, kullanım kolaylığı, kullanışlılık ve güven gibi algılamalara bağlı olarak güçlenmektedir. Çalışma, değişkenler arasındaki ilişkileri doğrulayarak ilgili alanyazına ampirik katkı sunmaktadır.

Anahtar Kelimeler

• ChatGPT
• Yöresel Yiyecek
• Davranışsal Niyet

Intention to Use ChatGPT as a Local Food Advisor: The Role of Perceived Ease of Use, Perceived Usefulness, and Perceived Trust

Abstract

This study aims to investigate the effect of perceived ease of use, perceived usefulness, and trust on the intention to use ChatGPT for local foods. The research was conducted within the framework of a quantitative research design. The data for the study were collected voluntarily from local tourists visiting the province of Kayseri. In this context, structural equation modeling was used to test the research hypotheses with data collected from 462 participants. The research results show that perceived ease of use, perceived usefulness, and trust significantly and positively affect tourists' intention to use ChatGPT in the process of discovering local foods. In other words, as user experience and perceived trust increase, so does intention. Therefore, the adoption of AI-based tools such as the ChatGPT chatbot in the search for information about local foods is strengthened by perceptions such as ease of use, usefulness, and trust. The study provides an empirical contribution to the relevant literature by confirming the relationships between the variables.

Keywords

• ChatGPT
• Local Food
• Behavioral Intention

Kaynakça

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