CEBİMDEKİ YABANCI: DİJİTAL SESLİ ASİSTANLARI KULLANMA NİYETİ ÜZERİNE BİR ARAŞTIRMA

Öz

Yapay zeka destekli dijital sesli asistanlar (DVA'lar), kullanıcı deneyimini optimize etmek için kullanıcı verilerini toplar, kullanır ve depolar. Dijital asistanların bu işlevi gizlilik endişelerine yol açarken, marka güveni dijital sesli asistanları kabul etmede hafifletici bir faktör haline gelir. Bu nedenle, bu çalışma Teknoloji Kabul Modeli'ni (TAM) kullanır ve gizlilik endişesi ile marka güvenini entegre ederek TAM modelini genişletir. Veriler, DVA'larla entegre araçlar kullanılarak katılımcılardan toplanmış ve yapısal eşitlik modellemesi ile analiz edilmiştir. Sonuçlar, gizlilik endişesinin olumsuz bir rol oynadığını, algılanan kullanım kolaylığı, marka güveni, algılanan fayda ve tutumun ise dijital sesli asistanların kullanım niyetini belirlemede olumlu bir rol oynadığını göstermektedir. Bulgular ayrıca, gizlilik endişesinin DVA'ları kullanma niyetinin en önemli belirleyicisi olduğunu ve marka güveninin gizlilik endişesini azalttığını vurgulamaktadır.

Anahtar Kelimeler

• Dijital sesli asistanlar
• gizlilik endişesi
• marka güveni
• yapay zeka

THE STRANGER IN MY POCKET: A RESEARCH ON THE INTENTION TO USE DIGITAL VOICE ASSISTANTS

Öz

Artificial intelligence-driven digital voice assistants (DVAs) collect, use, and store user data to optimize the user experience. This function of digital assistants leads to privacy concerns, whereas brand trust becomes a mitigating factor in accepting digital voice assistants. Therefore, this study utilizes Technology Acceptance Model (TAM) and extends the model by integrating privacy concern and brand trust. Data were collected from participants with tools integrated with DVAs and analyzed via structural equation modeling. Results demonstrate that privacy concern has a negative role, while perceived ease of use, brand trust, perceived usefulness, and attitude have positive roles in determining the usage intention of digital voice assistants. The findings also underline that privacy concern is the most important predictor of the intention to use DVAs and brand trust decreases privacy concern.

Anahtar Kelimeler

• Digital voice assistants
• privacy concern
• brand trust
• artificial intelligence

Kaynakça

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