Tüketici Davranışı ve Satın Alma Niyetinin Dönüşümünde Yapay Zekânın Rolü: Sistematik Bir Bibliyometrik İnceleme

Öz

Dijital teknolojiler, çağdaş iş ekosistemlerinin temel unsurlarından biri hâline gelmiş ve dijital dönüşüm süreci modern pazarlama stratejilerini önemli ölçüde yeniden şekillendirmiştir. fieldsalma kararlarını verme süreçlerini etkileyen başlıca teknolojik itici güçlerden biri olarak öne çıkmaktadır. YZ tabanlı uygulamaların tüketici–marka etkileşimlerinde artan rolü, bu teknolojilerin tüketici davranışı ve satın alma niyeti üzerindeki etkilerinin akademik açıdan incelenmesini gerekli kılmıştır. Bu çalışma, yapay zekâ, tüketici davranışı ve satın alma niyeti arasındaki ilişkiyi ele alan literatürün son 33 yıldaki gelişimini bibliyometrik analiz yoluyla incelemektedir. “Yapay zekâ”, “dijital dönüşüm”, “tüketici davranışı”, “pazarlama” ve “satın alma niyeti” anahtar kelimeleri kullanılarak Scopus ve Web of Science veri tabanlarından elde edilen çalışmalar analiz edilmiş ve 45 hakemli makale değerlendirmeye dâhil edilmiştir. Bulgular, 2018 sonrasında akademik ilginin belirgin biçimde arttığını ve bunun dijital pazarlamada yapay zekâ kullanımının yaygınlaşmasıyla ilişkili olduğunu göstermektedir. Genel olarak sonuçlar, yapay zekânın tüketici tutumları, etkileşim düzeyi ve satın alma niyeti üzerinde olumlu etkiler yarattığını ortaya koymakta ve yapay zekâ destekli pazarlamanın stratejik önemine dikkat çekmektedir.

Anahtar Kelimeler

• Dijital dönüşüm
• Yapay zekâ
• Tüketici davranışı
• Satın alma niyeti
• Bibliyometrik analiz

Uncovering the Role of Artificial Intelligence in Transforming Consumer Behavior and Purchase Intention: A Systematic Bibliometric Review

Öz

Digital technologies have become an essential component of contemporary business ecosystems, and digital transformation continues to reshape modern marketing strategies. In this environment, Artificial Intelligence (AI) has emerged as a key technological driver, significantly influencing how consumers search for information, evaluate alternatives, and make purchasing decisions. As AI-based applications increasingly mediate consumer–brand interactions, understanding their effects on consumer behavior and purchase intention has become an important research topic. This study conducts a bibliometric analysis to examine the evolution of academic research on AI, consumer behavior, and purchase intention over the past 33 years. Using the keywords “Artificial intelligence,” “digital transformation,” “consumer behavior,” “marketing,” and “purchase intention,” data were collected from the Scopus and Web of Science databases, resulting in a final sample of 45 peer-reviewed articles. The analysis focuses on publication trends, country contributions, and leading journals in the field. The findings reveal a clear increase in research interest after 2018, reflecting the growing use of AI in digital marketing. Overall, the results indicate that AI positively influences consumer attitudes, engagement, and purchase intention, highlighting its strategic importance and future research potential in AI-enabled marketing.

Anahtar Kelimeler

• Digital transformation
• Artificial intelligence
• Consumer behavior
• Purchase intention
• Bibliometric analysis

Kaynakça

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