Araştırma Makalesi
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İLERİ TEKNOLOJİLER, YAPAY ZEKÂ TEMELLİ ÇÖZÜMLER: DUYGU ODAKLI BİR YAKLAŞIM

Yıl 2023, Cilt: 18 Sayı: 60, 367 - 395, 27.07.2023
https://doi.org/10.14783/maruoneri.1189209

Öz

Yapay zekâ teknolojisinin ilerlemesiyle birlikte, bireylerin yaşamlarına dâhil olan yeni nesil ürün ve hizmetlerin çeşitliliği her geçen gün artmaktadır. Bu çeşitlilik, bireylerin yapay zekâ teknolojisi ile temas ettiği alanları da genişletmektedir. Bu nedenle, bireylerin yapay zekâ teknolojisine yönelik duygularının anlaşılması araştırmaya değer konular arasında öne çıkmaktadır. Bu çalışmanın amacı, bireylerin yapay zekâ teknolojisi ve yapay zekâ destekli ürün ve hizmetler ile etkileşimlerinde açığa çıkan duyguları keşfetmektir. Bu doğrultuda, bu çalışmada nitel araştırma yöntemi benimsenmiş ve 10 katılımcı ile derinlemesine mülakat gerçekleştirilmiştir. Bulgulara göre temel duygu tipolojileri şu şekildedir: mutluluk, memnuniyet, şaşırma, merak, heyecan, umut, rahatlık, hayal kırıklığı, öfke, sinirlilik, korku, ürkütücülük, uyarılmama (canlandırılmama), rahatsızlık, endişe, umutsuzluk ve memnuniyetsizlik. Ayrıca bulgular, katılımcıların yapay zekâ teknolojisine yönelik olarak birden fazla duyguyu birlikte yaşayabildiğini (memnuniyet-korku, rahatlık-korku gibi) göstermektedir. Çalışma bulgularının, bireylerin yapay zekâ teknolojisine ve yapay zekâ destekli ürün ve hizmetlere yönelik duygularının anlaşılmasına katkı sağlayacağı düşünülmektedir.

Kaynakça

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ADVANCED TECHNOLOGIES, ARTIFICIAL INTELLIGENCE-BASED SOLUTIONS: AN EMOTION-FOCUSED APPROACH

Yıl 2023, Cilt: 18 Sayı: 60, 367 - 395, 27.07.2023
https://doi.org/10.14783/maruoneri.1189209

Öz

With the advancement of artificial intelligence technology, the diversity of new-generation products and services included in individuals’ life is increasing day by day. This diversity also expands the areas where individuals come into contact with artificial intelligence technology. Therefore, understanding emotions toward artificial intelligence technology stands out among the topics worth researching. This study aims to explore the emotions that emerge in the interactions of individuals with artificial intelligence technology and artificial intelligence- based products and services. In doing this, a qualitative research method was adopted in this study, and an in-depth interview technique was applied with 10 participants. According to the findings, the basic emotion typologies are as follows: happiness, pleased, astonished, curiosity, excitement, hope, comfort, disappointment, anger, nervousness, fear, frightened, unaroused, discomfort, anxiety, hopelessness and unpleased. Furthermore, the findings show that participants can experience more than one emotion simultaneously (such as pleased- fear or comfort-fear) for artificial intelligence technology. It is thought that the study’s results will contribute to the understanding of individuals’ emotions towards artificial intelligence technology and artificial intelligence- based products and services.

Kaynakça

  • Abd Aziz, S. (2016). Does fear of new car technologies influence brand loyalty relationship?. Journal of Marketing Management, 4(1), 125-136.
  • Adams-Hutcheson, G., & Longhurst, R. (2017). ‘At least in person there would have been a cup of tea’: interviewing via Skype. Area, 49(2), 148–155. https://doi.org/10.1111/area.12306
  • Airenti, G. (2015). The cognitive bases of anthropomorphism: from relatedness to empathy. International Journal of Social Robotics, 7(1), 117-127.
  • Arastaman, G., FİDAN, İ. Ö., & Fidan, T. (2018). Nitel araştırmada geçerlik ve güvenirlik: Kuramsal bir inceleme. Van Yüzüncü Yıl Üniversitesi Eğitim Fakültesi Dergisi, 15(1), 37-75.
  • Arsenijevic, U., & Jovic, M. (2019). Artificial Intelligence Marketing: Chatbots. 2019 International Conference on Artificial Intelligence: Applications and Innovations (IC-AIAI), 19–193. https://doi.org/10.1109/IC-AIAI48757.2019.00010
  • Başkale, H. (2016). Nitel araştırmalarda geçerlik, güvenirlik ve örneklem büyüklüğünün belirlenmesi. Dokuz Eylül Üniversitesi Hemşirelik Fakültesi Elektronik Dergisi, 9(1), 23-28.
  • Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the academy of marketing science, 27(2), 184-206.
  • Barrett, L. F. (2017). Categories and their role in the science of emotion. Psychological inquiry, 28(1), 20-26.
  • Beaudry, A., & Pinsonneault, A. (2010). The other side of acceptance: Studying the direct and indirect effects of emotions on information technology use. MIS quarterly, 689-710.
  • Beedie, C., Terry, P., & Lane, A. (2005). Distinctions between emotion and mood. Cognition & Emotion, 19(6), 847-878.
  • Castillo, D., Canhoto, A. I., & Said, E. (2021). The dark side of AI-powered service interactions: exploring the process of co-destruction from the customer perspective. Service Industries Journal, 41(13–14), 900–925. https://doi.org/10.1080/02642069.2020.1787993
  • Chuah, S. H. W., & Yu, J. (2021). The future of service: The power of emotion in human-robot interaction. Journal of Retailing and Consumer Services, 61(January), 102551. https://doi.org/10.1016/j.jretconser.2021.102551
  • Cohen, J. B., Pham, M. T., & Andrade, E. B. (2018). The nature and role of affect in consumer behavior. In Handbook of consumer psychology (pp. 306-357). Routledge.
  • Conrad, A. M., & Munro, D. (2008). Relationships between computer self-efficacy, technology, attitudes and anxiety: Development of the computer technology use scale (CTUS). Journal of Educational Computing Research, 39(1), 51-73.
  • Corbo, L., Costa, S., & Dabi, M. (2022). The evolving role of artificial intelligence in marketing : A review and research agenda. 128(March 2020), 187–203. https://doi.org/10.1016/j.jbusres.2021.01.055
  • Cowan, B. R., Pantidi, N., Coyle, D., Morrissey, K., Clarke, P., Al-Shehri, S., Earley, D., & Bandeira, N. (2017). “What can i help you with?”: Infrequent users’ experiences of intelligent personal assistants. Proceedings of the 19th International Conference on Human-Computer Interaction with Mobile Devices and Services, MobileHCI 2017. https://doi.org/10.1145/3098279.3098539
  • Creswell, J. W. (2013). Nitel araştırma yöntemleri. Ankara: Siyasal Kitabevi.
  • Das S, Das I, Shaw RN, Ghosh A (2021) Advance machine learning and artificial intelligence applications in service robot. Artif Intell Fut Gener Robot 83–91. https://doi.org/10.1016/B978-0-323-85498-6.00002-2
  • Du, S., & Xie, C. (2021). Paradoxes of artificial intelligence in consumer markets: Ethical challenges and opportunities. Journal of Business Research, 129(August 2020), 961–974. https://doi.org/10.1016/j.jbusres.2020.08.024
  • Elo, S., Kääriäinen, M., Kanste, O., Pölkki, T., Utriainen, K., & Kyngäs, H. (2014). Qualitative content analysis: A focus on trustworthiness. SAGE open, 4(1), 2158244014522633.
  • Erbuğ, E., & Özalkan, G. Ş. (2022) Pandemi Süresince Nitel Araştırma: Çevrimiçi Platformlar Üzerinden Derinlemesine Görüşmelerin İmkân Ve Sınırlılıkları. Sosyoloji Araştırmaları Dergisi, 25(1), 36-46.
  • Gaur, S. S., Herjanto, H., & Makkar, M. (2014). Journal of Retailing and Consumer Services Review of emotions research in marketing , 2002 – 2013. Journal of Retailing and Consumer Services, 21(6), 917–923. https://doi.org/10.1016/j.jretconser.2014.08.009
  • Gardner, M. P. (1985). Mood states and consumer behavior: A critical review. Journal of Consumer research, 12(3), 281-300.
  • Gillath, O., Ai, T., Branicky, M. S., Keshmiri, S., Davison, R. B., & Spaulding, R. (2021). Attachment and trust in artificial intelligence. Computers in Human Behavior, 115(September 2020), 106607. https://doi.org/10.1016/j.chb.2020.106607
  • Gkinko, L., & Elbanna, A. (2022). The appropriation of conversational AI in the workplace: A taxonomy of AI chatbot users. International Journal of Information Management, 102568.
  • Guo, F., Li, M., Qu, Q., & Duffy, V. G. (2019). The effect of a humanoid robot’s emotional behaviors on users’ emotional responses: Evidence from pupillometry and electroencephalography measures. International Journal of Human–Computer Interaction, 35(20), 1947-1959.
  • Hohenberger, C., Spörrle, M., & Welpe, I. M. (2016). How and why do men and women differ in their willingness to use automated cars? The influence of emotions across different age groups. Transportation Research Part A: Policy and Practice, 94, 374-385.
  • Holthöwer, J., & van Doorn, J. (2022). Robots do not judge: service robots can alleviate embarrassment in service encounters. Journal of the Academy of Marketing Science, 1-18.
  • Hornung, O., & Smolnik, S. (2022). AI invading the workplace: negative emotions towards the organizational use of personal virtual assistants. Electronic Markets, 32(1), 123-138.
  • Horstmann, A. C., & Krämer, N. C. (2019). Great expectations? Relation of previous experiences with social robots in real life or in the media and expectancies based on qualitative and quantitative assessment. Frontiers in psychology, 10, 939.
  • Huang, M. H. (2001). The theory of emotions in marketing. Journal of Business and Psychology, 16(2), 239-247.
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Ayrıntılar

Birincil Dil Türkçe
Konular Pazarlama Teknolojisi
Bölüm Makale Başvuru
Yazarlar

Ömer Faruk ÇELEBİ 0000-0002-9462-6279

Nilşah CAVDAR AKSOY 0000-0003-0734-3930

Alev KOCAK ALAN 0000-0002-1060-1593

Ebru TÜMER KABADAYI 0000-0002-0673-6866

Erken Görünüm Tarihi 26 Temmuz 2023
Yayımlanma Tarihi 27 Temmuz 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 18 Sayı: 60

Kaynak Göster

APA ÇELEBİ, Ö. F., CAVDAR AKSOY, N., KOCAK ALAN, A., TÜMER KABADAYI, E. (2023). İLERİ TEKNOLOJİLER, YAPAY ZEKÂ TEMELLİ ÇÖZÜMLER: DUYGU ODAKLI BİR YAKLAŞIM. Öneri Dergisi, 18(60), 367-395. https://doi.org/10.14783/maruoneri.1189209

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