COVID-19'un Tüketici Çevrimiçi Satın Alma Davranışı Üzerindeki Etkisini Araştırmak için Yapay Zekadan Yararlanma: Konya İli Örneği

Yıl 2022, Cilt: 1 Sayı: 1, 5 - 26, 25.02.2022

Kamola Bayram Hüseyin Ergun Yonis Gulzar Hasan Basri Alım Yasir Hamid

Öz

Bu makale, COVID-19 sağlık krizinin tüketicilerin çevrimiçi alışveriş davranışları üzerindeki etkisini ele almayı ve e-ticaret platformunun seçimine yönelik karar vermeyi etkileyen faktörlere odaklanmayı amaçlamaktadır. Çalışma, Konya Ticaret Odası’ndan çevrimiçi olarak uygulanan bir ankete verilen yanıtların yorumlanmasına dayanmaktadır. Kolaylık, popülerlik, aşinalık, faydalar ve şeffaflık açısından bir e-ticaret platformunu diğerine tercih etme sorunu ortaya çıkmaktadır. Çalışma aynı zamanda farklı nesillerin çevrimiçi alışveriş platformlarını, ürün öğelerini seçmeye yönelik davranışlarını ve katılımcıların yerel (Yalnızca Konya’dan) çevrimiçi perakendecileri destekleme istekliliğini etkileyen ana faktörleri de araştırmaktadır. Çalışma, yerel tedarikçilerden alışveriş yapma olasılığı en yüksek olası müşterileri bulmak ve belirlemek için yapay zeka tekniklerine işaret ediyor. Müşterilerin ülke çapındaki muadili yerine bölgesel olarak yerel tedarikçileri tercih etme olasılığını tahmin eden bir AI (Yapay Zeka) modeli geliştirilmiştir. Eğitimli model, test setinde 0,91 doğruluk bildirmiştir; bu, müşterinin verileri göz önüne alındığında, modelin insanların %91’inin yerel bir tedarikçiden satın almaya istekli olduğunu tahmin ettiği anlamına geliyor. Bu model, satışları artıran belirli bir zamanda belirli kişilere yönelik hedefli reklamlar için kullanılabilir. Araştırma betimsel bir araştırma yöntemini benimsemiş ve Konya Ticaret Odası üyeleri tarafından temsil edilen Konya’da yaşayan insanların tutumlarını betimlemeyi amaçlamaktadır.

Anahtar Kelimeler

Yapay Zeka, Tüketici davranışı, COVID-19, Türkiye, Çevrimiçi alışveriş, e-ticaret, COVID-19,

Leveraging AI to Study the Impact of COVID-19 on Consumer Online Purchase Behaviour: A Study of Konya

Öz

The paper intends to address the impact of the COVID-19 crisis upon consumer online shopping behaviour, focusing on the factors that affect the decision making towards the choice of e-commerce platform. The study relies on interpreting answers received from the Konya Chamber of Commerce to a questionnaire applied online. The problem of choosing one e-commerce platform over another in terms of convenience, popularity, familiarity, benefits, and transparency is introduced. The study also investigates the main factors that influence different generations’ behaviour towards choosing the online shopping platforms, product items, and respondents’ willingness to support the local (Only from Konya) online retailers. The study implies AI techniques to find and identify the prospective customers most likely to shop from the local suppliers. An AI model has been developed that predicts the customers’ likelihood of preferring regionally local suppliers over the nationwide counterpart. The trained model reported an accuracy of 0.91 on the testing set, which means that given the customer’s data, the model predicts that 91% of the people are willing to buy from a local supplier. This model can be used for targeted advertisement for specific people at a specific time which improve the sales. The study adopts a descriptive research method and aims at describing the attitude of people living in Konya, represented by the members of the Konya Chamber of Commerce.

Anahtar Kelimeler

Consumer behaviour, COVID-19, Turkey, Online shopping, e-commerce, Artificial Intelligence

Kaynakça

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