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Yapay zekâ pazarlama teknolojisinin çevrimiçi satın alma niyetine etkisinde algılanan risk ve güvenin rolü

The role of perceived risk and trust in the effect of artificial intelligence marketing technology on online purchase intention

Ceylan Bozpolat

Sayfa
1–16
Yayın Tarihi
2024-10-21
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Özet

Yapay zekâ pazarlama teknolojisi, çevrimiçi alışveriş yapan tüketicilere kişiselleştirilmiş satın alma deneyimi, işletmelere ise müşteri ihtiyaçlarını etkin bir şekilde karşılama imkânı tanımaktadır. Bu çalışma, yapay zekâ pazarlama teknolojisi deneyiminin, çevrimiçi satın alma niyeti üzerindeki etkisinde ilgili teknolojiye olan güvenin ve algılanan riskin rolünü ortaya koymak amacıyla yapılmıştır. Bu bağlamda yapay zekâ pazarlama teknolojisinin deneyimsel unsurları doğruluk, içgörü ve etkileşim olmak üzere üç boyutta ele alınmış; güven, algılanan risk ve satın alma niyetinin de dahil olduğu SOR modeline dayanan kavramsal bir model geliştirilmiştir. Ardından çevrimiçi alışveriş geçmişi bulunan kişilere çevrimiçi anket yöntemi ile 480 örnek hacimli nicel bir çalışma gerçekleştirilmiştir. Kartopu örnekleme yöntemi ile toplanan veriler, SmartPLS 4 programı kullanılarak Kısmi En Küçük Kareler Varyans Temelli Yapısal Eşitlik Modellemesi (PLS-SEM) ile analiz edilmiştir. Sonuçlar, içgörü ve etkileşim deneyiminin teknolojiye olan güveni pozitif bir şekilde etkilediğini, doğruluk deneyiminin ise güven üzerinde herhangi bir etkisi olmadığını göstermiştir. Tüketicilerin risk algılarının azalmasında yapay zekâ pazarlama teknolojisinin deneyimsel unsurlarının tamamının pozitif bir etkisi olduğu tespit edilmiştir. Güven ve deneyimsel unsurlar dolayısıyla azalan algılanan risk, çevrimiçi satın alma niyetini pozitif ve anlamlı bir şekilde etkilemektedir. Ayıca yapay zekâ pazarlama teknolojisi deneyim unsurları ile çevrimiçi satın alma niyeti arasındaki ilişkide güven ve algılanan risk değişkenlerinin seri aracı etkisi olduğu bulunmuştur.

Abstract

Artificial intelligence marketing technology provides online consumers with a personalized purchasing experience and businesses the opportunity to effectively meet customer needs. This study was conducted to reveal the role of trust in the relevant technology and perceived risk in the effect of artificial intelligence marketing technology experience on online purchasing intention. In this context, the experiential elements of artificial intelligence marketing technology are discussed in three dimensions: accuracy, insight, and interaction. A conceptual model based on the SOR model was developed, including trust, perceived risk, and purchase intention. Then, a quantitative study was conducted with a sample size of 480 people using an online survey method for people with online shopping history. Data collected by snowball sampling method were analyzed by Partial Least Squares Variance Based Structural Equation Modeling (PLS-SEM) using the SmartPLS 4 program. The results showed that the experience of insight and interaction positively affected trust in technology, while the experience of accuracy had no effect on trust. It has been determined that all the experiential elements of artificial intelligence marketing technology have a positive effect on reducing consumers' risk perceptions. Reduced perceived risk due to trust and experiential factors positively and significantly affects online purchase intention. In addition, it was found that trust and perceived risk variables had a serial mediating effect on the relationship between artificial intelligence marketing technology experiential elements and online purchasing intention.

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Bu Makaleye Atıf Yap

Bozpolat, C. (2024). Yapay zekâ pazarlama teknolojisinin çevrimiçi satın alma niyetine etkisinde algılanan risk ve güvenin rolü. Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 26 Sayı: Özel Sayı Özel Sayı, 1–16. https://doi.org/10.33707/akuiibfd.1403109

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