TEKNOLOJİ KABUL MODELİ KAPSAMINDA SOHBET ROBOTLARINA YÖNELİK TÜKETİCİ KABULÜ ÜZERİNE BİR ARAŞTIRMA

Öz

Yapay zekâ teknolojilerinin son yıllardaki hızlı gelişimi, pazarlama uygulamaları üzerinde önemli değişikliklere yol açmıştır. Bu teknolojilerin geleceği ise tüketicilerin kabul düzeylerine bağlı olmakla birlikte, konuya ilişkin yapılan ampirik çalışmalar oldukça sınırlıdır. Bu nedenle, çalışmada yapay zekâ araçlarından biri olan sohbet robotlarına yönelik kabul süreci Teknoloji Kabul Modeli kapsamında değerlendirilmektedir. Orijinal TKM modeline, güven ve yenilik değişkenleri dâhil edilerek tutumun her iki boyutu (duygusal ve bilişsel) üzerindeki etkileri de incelenmekte ve böylece çalışmanın özgünlüğü artırılmaktadır. Veriler, Türkiye’de yaşayan 18 yaş üstü 435 tüketiciden kolayda örnekleme yöntemi kullanılarak elde edilmiştir. Çevrim içi anket yoluyla elde edilen verilerin analiz edilmesinde yapısal eşitlik modellemesi (SMARTPLS) ve SPSS Programı kullanılmıştır. Çalışmada kullanılan değişkenlerden algılanan kullanışlılık, algılanan kullanım kolaylığı ve güven değişkenlerinin hem bilişsel tutum hem de duygusal tutum üzerinde etkili olduğu görülmektedir. Yenilik arayışının ise tutumun her iki boyutu üzerinde de etkisi yoktur. Bu bulgular, sohbet robotları ne kadar kullanışlı ise ve ne düzeyde kullanım kolaylığı sunuyorsa kabul sürecinde o kadar etkili olacağını ortaya koymaktadır. Yapay zekâ uygulayıcılarının ve pazarlamacıların bu kriterleri dikkate alması dijital dünyadaki tüketici yolculuğunu anlamada onlara yol gösterecektir. TKM ve YZ ilişkisine yönelik bu çalışma literatürdeki boşluğu dolduracak ve pazarlama alanındaki teknolojik dönüşüme ışık tutacaktır.

Anahtar Kelimeler

• Sohbet Robotu
• Teknoloji Kabul Modeli
• Yapay Zekâ
• Yapısal Eşitlik Modellemesi

A STUDY ON CONSUMER ACCEPTANCE OF CHATBOTS WITHIN THE SCOPE OF THE TECHNOLOGY ACCEPTANCE MODEL

Öz

The rapid development of artificial intelligence technologies in recent years has led to significant changes in marketing practices. Although the future of these technologies depends on consumer acceptance, empirical studies on the subject remain limited. Therefore, this study examines the acceptance process of chatbots, one of the AI tools, within the framework of the Technology Acceptance Model. To enhance the originality of the study, trust and innovativeness variables were integrated into the original TAM model, and their effects on both dimensions of attitude (cognitive and affective) were investigated. Data were collected from 435 consumers aged 18 and over living in Türkiye through convenience sampling. Structural equation modeling (SMART-PLS) and SPSS were used to analyze the online survey data. The findings indicate that perceived usefulness, perceived ease of use, and trust significantly affect both cognitive and affective attitudes. Innovativeness has no significant effect on either attitude dimension. The results reveal that chatbots are more likely to be accepted when they are perceived as useful and easy to use. Considering these factors may help AI practitioners and marketers better understand the consumer journey in the digital environment. This study contributes to the literature on the relationship between TAM and AI and provides insights into technological transformation in marketing.

Anahtar Kelimeler

• Chatbot
• Technology Acceptance Model
• Artificial Intelligence
• Structural Equation Modeling

Kaynakça

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