The Effect of AI-Powered Personalized Product Experience on Purchase Intention: The Moderating Role of Consumer-Brand Engagement

Öz

Bu çalışma, yapay zeka destekli kişiselleştirilmiş ürün deneyiminin satın alma niyeti üzerindeki etkisini ve tüketici-marka bağının bilişsel, duygusal ve davranışsal boyutlarının bu ilişkideki düzenleyici rolünü incelemektedir. Nicel ve kesitsel araştırma tasarımına dayanan çalışmada, Türkiye’de yapay zeka destekli ürün veya hizmet deneyimi yaşamış tüketicilerden çevrimiçi anket yoluyla 211 geçerli form elde edilmiş; veriler SmartPLS kullanılarak kısmi en küçük kareler yapısal eşitlik modellemesiyle analiz edilmiştir. Ölçüm modeli güvenilirlik, yakınsak geçerlilik, ayrışma geçerliliği ve eşdoğrusallık göstergeleriyle değerlendirilmiştir. Yapay zeka destekli kişiselleştirilmiş ürün deneyiminin satın alma niyeti üzerinde pozitif ve anlamlı bir etkisi bulunmuştur. Buna karşılık tüketici-marka bağının bilişsel, duygusal ve davranışsal boyutlarının düzenleyici etkileri istatistiksel olarak desteklenmemiştir. Bulgular, kişiselleştirilmiş ürün deneyiminin satın alma niyetini doğrudan etkilediğini; tüketici-marka bağının incelenen boyutlarının ise bu etkiyi anlamlı biçimde güçlendirmediğini veya zayıflatmadığını göstermektedir.

Anahtar Kelimeler

• Yapay zeka
• kişiselleştirilmiş ürün deneyimi
• satın alma niyeti
• tüketici-marka bağı
• PLS-SEM

Yapay Zeka Destekli Kişiselleştirilmiş Ürün Deneyiminin Satın Alma Niyeti Üzerindeki Etkisi: Tüketici-Marka Bağının Düzenleyici Rolü

Öz

This study examines the effect of AI-powered personalized product experience on purchase intention and the moderating role of the cognitive, affective, and behavioral dimensions of consumer-brand engagement in this relationship. Using a quantitative cross-sectional design, 211 valid online questionnaires were collected from consumers in Türkiye who had prior experience with AI-powered products and/or services. The data were analyzed using partial least squares structural equation modeling in SmartPLS. The measurement model was assessed through reliability, convergent validity, discriminant validity, and collinearity indicators. AI-powered personalized product experience had a positive and statistically significant effect on purchase intention. However, the moderating effects of the cognitive, affective, and behavioral dimensions of consumer-brand engagement were not statistically powered. The findings show that personalized product experience directly affects purchase intention, whereas the examined consumer-brand engagement dimensions do not significantly strengthen or weaken this effect.

Anahtar Kelimeler

• Artificial intelligence
• personalized product experience
• purchase intention
• consumer-brand engagement
• PLS-SEM

Kaynakça

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