TEKNOLOJİ KABULÜNÜN ÖTESİNDE: TÜKETİM DEĞERLERİNİN PERAKENDEDE YAPAY ZEKÂ BENİMSENMESİNE ETKİSİNİ ANLAMAK

Öz

Yapay zekâ (YZ) perakende deneyimlerine giderek daha fazla entegre edilmektedir; ancak YZ ile hiç alışveriş yapmamış tüketicilerin bu teknolojiyi benimsemeye yönelik tutum ve niyetlerini nasıl oluşturdukları yeterince bilinmemektedir. Bu çalışmanın amacı, fonksiyonel, duygusal, sosyal, epistemik ve durumsal değerlerin tüketicilerin YZ destekli alışverişe yönelik tutumları üzerindeki etkilerini ve bu tutumların YZ kullanma niyetini nasıl şekillendirdiğini incelemektir. Bu kapsamda, YZ ile daha önce alışveriş yapmamış tüketicilere YZ tabanlı alışveriş senaryoları tanıtılmış ve ardından yapılandırılmış bir anket uygulanmıştır. Ölçüm ve yapısal modelleri test etmek üzere Yapısal Eşitlik Modellemesi (YEM) kullanılmıştır. Bulgular, epistemik, fonksiyonel ve durumsal değerlerin tutumu güçlendirdiğini; duygusal ve sosyal değerlerin ise tutumu zayıflattığını göstermektedir. Tutumun YZ kullanma niyetinin oluşumunda merkezi bir rol oynadığı belirlenmiştir. Çalışma, Tüketim Değerleri Teorisi’nin YZ benimseme literatüründeki kullanımını genişletmekte ve deneyimsiz kullanıcıların değerlendirme süreçlerini açıklayan özgün bir bakış açısı sunmaktadır. Bulgular, perakendeciler için tüketicide güven, merak ve durumsal fayda yaratan YZ tabanlı deneyimlerin tasarlanmasına yönelik pratik öneriler sunmaktadır.

Anahtar Kelimeler

• Tüketim Değerleri Teorisi
• Yapay Zekâ
• YZ
• Kullanma Niyeti
• Perakendecilik

BEYOND TECHNOLOGY ACCEPTANCE: UNDERSTANDING HOW CONSUMPTION VALUES DRIVE AI ADOPTION IN RETAIL

Öz

Artificial intelligence (AI) is becoming increasingly integrated into retail environments; yet, little is known about how consumers with no prior AI shopping experience develop their attitudes and intentions toward such technologies. This study aims to investigate how functional, emotional, social, epistemic, and conditional values influence consumers’ attitudes toward AI-assisted retail and how these attitudes shape their intention to use AI. Focusing specifically on consumers who have never used AI during their shopping process, the study aims to capture attitude formation at the early stage of AI adoption, where evaluations are not yet shaped by direct usage experience. To achieve this, consumers with no prior experience in AI shopping were introduced to AI-based retail scenarios and then completed a structured questionnaire. Structural Equation Modeling (SEM) was employed to examine both the measurement and structural models. The findings suggest that epistemic, functional, and conditional values enhance positive attitudes toward AI, whereas emotional and social values diminish them. Attitude, in turn, plays a central role in shaping consumers’ intention to adopt AI in retail settings. The study extends the application of the Theory of Consumption Values to AI adoption, highlighting the distinct mechanisms through which inexperienced users form their evaluations. Practical implications are offered for designing AI-based retail experiences that enhance trust, curiosity, and situational value for consumers.

Anahtar Kelimeler

• Consumption Value Theory
• Artificial Intelligence
• AI
• Intention to Use
• Retailing

Kaynakça

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