Tüketici Özerkliğinin Erozyonu: Konuşmacı Ticarette Yapay Zekâ Güveni, Bağımlılık ve Satın Alma Niyeti

Öz

Yapay zekâ destekli alışveriş asistanları (YAZAA), sohbet tabanlı ticarette tüketicilerin karar verme süreçlerine giderek daha fazla dâhil olmaktadır. Bu dönüşümün merkezinde, mevcut literatürün henüz tam olarak ortaya koyamadığı yapısal bir gerilim bulunmaktadır: Algoritmik güven, tüketicinin karar verme özerkliğini koruyan işlevsel bağımlılığı desteklerken aynı zamanda bağımsız değerlendirme kapasitesini zayıflatabilecek uyumsuz bağımlılığa da yol açabilmektedir. Bu çalışma, söz konusu gerilimi Özerklik Paradoksu Çerçevesi (ÖPÇ) aracılığıyla kavramsallaştırmaktadır. Kuram geliştirmeye yönelik bu çerçeve; Teknoloji Kabul Modeli (TAM), Öz Belirleme Kuramı (SDT) ve güven kuramını, algoritmik güvenin nitelik bakımından birbirinden farklı iki bağımlılık yoluna nasıl ayrışabileceğini ve bu yolların tüketici özerkliği açısından neden farklı sonuçlar doğurabileceğini açıklayan bütünleşik bir mekanizma içinde bir araya getirmektedir. Kuramsal temellere dayanan dokuz hipotez geliştirilmiş ve kavramsal model, gelecekteki ampirik sınamalara uygun bir yapıda sunulmuştur. Çalışma dört kuramsal katkı sunmaktadır: (1) YAZAA bağımlılığını, tüketicinin karar verme özerkliğinin korunmasına veya zedelenmesine göre birbirinden ayrılan, işlevsel ve uyumsuz olmak üzere nitelik bakımından farklı iki yapı olarak kavramsallaştırmak; (2) algoritmik şeffaflığın, algoritmik güvenin yüksek olduğu koşullarda bağımsız değerlendirme motivasyonunu azaltarak uyumsuz bağımlılığı güçlendirebileceğini ileri sürmek; (3) özerklik tehdidini yalnızca sürecin sonunda ortaya çıkan etik bir kaygı olarak değil, satın alma niyetine uzanan süreçte etkin bir aracı mekanizma olarak konumlandırmak; (4) algoritmik güvenin tüketiciler açısından her koşulda yararlı veya zararlı olmadığını, ortaya çıkardığı sonuçların yol açtığı bağımlılık biçimine, bireysel koşullara ve bağlamsal koşullara göre farklılaşabileceğini savunmak.

Anahtar Kelimeler

• Yapay Zekâ Alışveriş Asistanları
• Konuşmacı Ticaret
• Tüketici Özerkliği
• Algoritmik Güven
• Özerklik Paradoksu

Erosion of Consumer Autonomy: AI Trust, Dependency, and Purchase Intention in Conversational Commerce

Öz

AI-powered shopping assistants (AISAs) are increasingly integrated into consumer decision-making processes in conversational commerce. At the center of this transformation lies a structural tension that existing literature has not yet fully articulated: algorithmic trust can simultaneously support functional dependency that preserves consumer decision agency and give rise to maladaptive dependency that may weaken independent evaluative capacity. This study conceptualizes that tension through the Autonomy Paradox Framework (APF), a theory-building framework that connects the Technology Acceptance Model (TAM), Self-Determination Theory (SDT), and trust theory within an integrated explanatory mechanism describing how algorithmic trust can differentiate into two qualitatively distinct dependency pathways and why these pathways may produce divergent consequences for consumer autonomy. Nine theoretically grounded hypotheses are developed, and the conceptual model is presented in a form suitable for future empirical testing. The study advances four theoretical contributions: (1) conceptualizing AISA dependency as two qualitatively distinct constructs, functional and maladaptive, differentiated by whether consumer decision agency is preserved or compromised; (2) proposing that algorithmic transparency, under conditions of high algorithmic trust, may strengthen maladaptive dependency by reducing the motivation for independent evaluation; (3) positioning autonomy threat as an active mediating mechanism in the pathway to purchase intention rather than solely as an ethical concern arising at the end of the process; and (4) arguing that algorithmic trust is not uniformly beneficial or harmful for consumers, but produces outcomes that may vary with the form of dependency it generates and with individual and contextual conditions.

Anahtar Kelimeler

• AI Shopping Assistants
• Conversational Commerce
• Consumer Autonomy
• Algorithmic Trust
• Autonomy Paradox

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