Investigation of factors affecting artificial intelligence (AI) usage behaviours of university students with a structural model

Öz

The rapid integration of artificial intelligence (AI) technologies into all areas of daily life has led to the emergence of a number of factors that affect individuals' usage behaviour towards these technologies. Many consumers adopt and use AI-based applications, devices and services in their daily lives. However, research examining the consumer behaviour of university students in using AI applications is quite limited. In this study, the main factors affecting AI usage will be discussed in the context of habit, convenience, behavioural intention, usage behaviour, fear of technology and consumer trust. In the light of existing theoretical approaches and empirical findings in the literature, the effects of these factors on AI usage are analysed and contribute to the understanding of attitudes towards AI technologies. In the study, the questionnaire created by utilising the literature was applied to 320 students studying at Kütahya Dumlupınar Faculty of Economics and Administrative Sciences and the internal consistency coefficient Cronbach's Alpha (CA) value of the data collection tool was calculated as 0.95. Data were collected online via Google form. The proposed research model and its relationships were tested using partial least squares structural equation modelling (PLS-SEM). The results of the analyses show that habit and convenience regarding AI increase the intention to use.

Anahtar Kelimeler

• Artifical Intelligence (AI)
• Habit
• Convenience

Üniversite öğrencilerinin yapay zekâ (yz) kullanım davranışlarını etkileyen faktörlerin yapısal bir model ile araştırılması

Öz

Yapay zeka (YZ) teknolojilerinin hızlı bir şekilde günlük yaşamın her alanına entegre edilmesi, bireylerin bu teknolojilere yönelik kullanım davranışlarını etkileyen bir dizi faktörün ortaya çıkmasına neden olmuştur. Birçok tüketici, günlük yaşamlarında YZ tabanlı uygulamaları, cihazları ve hizmetleri benimsemekte ve kullanmaktadır. Ancak, üniversite öğrencilerinin YZ uygulamalarını kullanma konusundaki tüketici davranışlarını inceleyen araştırmalar oldukça sınırlıdır. Bu çalışmada, YZ kullanımını etkileyen temel faktörler; alışkanlık, kolaylık, davranışsal niyet, kullanım davranışı, teknoloji korkusu ve tüketici güveni bağlamında ele alınacaktır. Literatürdeki mevcut teorik yaklaşımlar ve ampirik bulgular ışığında, bu faktörlerin YZ kullanımına olan etkileri analiz edilmiş ve yapay zeka teknolojilerine yönelik tutumların anlaşılmasına katkı sağlamıştır. Çalışmada literatürden yararlanılarak oluşturulan anket Kütahya Dumlupınar İktisadi ve İdari Bilimler Fakültesi’nde eğitim gören 320 öğrenciye uygulanmış ve veri derleme aracının iç tutarlılık katsayısı Cronbach Alfa (CA) değeri 0,95 olarak hesaplanmıştır. Veriler Google form aracılığıyla çevrimiçi olarak toplanmıştır. Önerilen araştırma modeli ve ilişkileri kısmi en küçük kareler yapısal eşitlik modellemesi (PLS-SEM) kullanılarak test edilmiştir. Analiz sonuçları, YZ ilişkin alışkanlık ve kolaylığın kullanım niyetini arttırdığı belirlenmiştir.

Anahtar Kelimeler

• Yapay Zeka (YZ)
• Alışkanlık
• Kolaylık

Kaynakça

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