CHATGPT’NİN SEYAHAT ÖNERİLERİNE DUYULAN GÜVENİN GEZGİNLERİN DAVRANIŞSAL NİYETİNE ETKİSİ: ALGILANAN RİSKİN ARACILIK ROLÜ

Öz

Bu çalışmanın amacı, ChatGPT tarafından sunulan kişiselleştirilmiş seyahat önerilerinin (algılanan uygunluk, algılanan kullanışlılık ve algılanan zekanın) gezginlerin algılanan güven ve davranışsal niyetleri üzerindeki etkisini incelemektir. Ayrıca bu çalışma, algılanan riskin algılanan güven ve davranışsal niyet arasındaki aracılık rolünü incelemeyi amaçlamaktadır. Bu kapsamda 286 kişiden anket tekniği ile veri toplanmıştır. Jamovi 2.3.28 yazılımında gerçekleştirilen faktör analizi sonucunda, algılanan uygunluk, algılanan kullanışlılık ve algılanan zekanın gezginlerin algılanan güven ve davranışsal niyetlerini etkilediği tespit edilmiştir. Ayrıca, gezginlerin algıladıkları güvenin davranışsal niyeti pozitif ve anlamlı olarak etkilediği belirlenmiştir. Son olarak, algılanan riskin algılanan güven ve davranışsal niyet arasında aracılık rolüne sahip olmadığı tespit edilmiştir. Kullanıcıların ChatGPT gibi sistemleri daha fazla benimsemeleri ve önerilere güven duymaları için platformların yapay zekâ destekli önerilerin doğruluğunu, kişiselleştirme derecesini ve etkileşim kalitesini artırmaları gerekmektedir. Algılanan riskin güven ve davranışsal niyet arasındaki aracılık rolüne sahip olmadığı bulgusu, işletmelerin özellikle güven oluşturmaya odaklanması gerektiğini göstermektedir. Bu kapsamda, müşteri hizmetlerinde şeffaflık sağlanmalı, yapay zekâ destekli önerilerin doğruluğu hakkında bilgilendirici içerikler sunulmalı ve kullanıcı deneyimini geliştirmek için sürekli geri bildirim mekanizmaları oluşturulmalıdır.

Anahtar Kelimeler

• Algılanan Uygunluk
• Algılanan Kullanışlılık
• Algılanan Zekâ
• Algılanan Güven
• Davranışsal Niyet
• Algılanan Risk
• ChatGPT

THE EFFECT OF TRUST IN CHATGPT'S TRAVEL RECOMMENDATIONS ON TRAVELERS' BEHAVIORAL INTENTION: THE MEDIATING ROLE OF PERCEIVED RISK

Öz

The purpose of this study is to examine the impact of personalized travel recommendations (perceived convenience, perceived usefulness, and perceived intelligence) offered by ChatGPT on travelers' perceived trust and behavioral intentions. In addition, this study aims to examine the mediating role of perceived risk between perceived trust and behavioral intention. In this context, data were collected from 286 respondents using a questionnaire. As a result of the factor analysis performed in Jamovi 2.3.28 software, it was determined that perceived convenience, perceived usefulness, and perceived intelligence affect travelers' perceived trust and behavioral intentions. In addition, travelers' perceived trust has a positive and significant effect on behavioral intention. Finally, it was found that perceived risk does not have a mediating role between perceived trust and behavioral intention. For users to adopt systems such as ChatGPT and trust recommendations more, platforms need to improve the accuracy, degree of personalization, and interaction quality of AI-assisted recommendations. The finding that perceived risk does not mediate between trust and behavioral intention suggests businesses should focus on building trust. In this context, transparency should be ensured in customer service, informative content about the accuracy of AI-assisted recommendations should be provided, and continuous feedback mechanisms should be established to improve the user experience.

Anahtar Kelimeler

• Perceived Relevance
• Perceived Usefulness
• Perceived Intelligence
• Perceived Trust
• Behavioral Intention
• Perceived Risk
• ChatGPT

Kaynakça

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