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Yapay Zekâ Araçları Bağlamında Çevrim İçi Marka Deneyimi: Güven Temelli Faktörlerin Etkisi ve Davranışsal Sonuçlar

Online Brand Experience in the Context of Artificial Intelligence Tools: The Influence of Trust-Based Factors and Behavioral Outcomes

Fuat Erol

Sayfa
691–713
Yayın Tarihi
2026-06-28
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Özet

Tüketici-marka deneyimi, markalarla kurulan sürdürülebilir ilişkilerin yapı taşı olup, marka başarısında kritik bir rol oynamaktadır. Dijitalleşmeyle birlikte bu deneyim çevrim içi ortama taşınmış, özellikle yapay zekâ araçları kullanıcılarla olan etkileşimi dönüştürerek yeni bir deneyim alanı yaratmıştır. Bu bağlamda çalışmanın amacı, yapay zekâ araçlarına yönelik çevrim içi marka deneyiminin oluşmasında etkili olan güven temelli faktörlerin (marka imajı, marka kredibilitesi, marka güveni) ve bu deneyimin ortaya çıkaracağı davranışsal sonuçların (tatmin, kullanmaya devam etme niyeti) tespit edilmesidir. Çevrim içi anket yoluyla elde edilen 351 adet geçerli veri, yapısal eşitlik modellemesi ile analiz edilmiştir. Bulgular, marka imajının hem marka kredibilitesini hem de marka güvenini olumlu yönde etkilediğini göstermektedir. Buna ek olarak, marka kredibilitesi marka güvenini olumlu şekilde etkilerken, çevrim içi marka deneyimi üzerinde anlamlı bir etkisi tespit edilememiştir. Öte yandan, marka güveninin çevrim içi marka deneyimini olumlu yönde etkilediği belirlenmiştir. Son olarak, çevrim içi marka deneyiminin hem tatmin hem de yapay zekâ aracı kullanmaya devam etme niyeti üzerinde olumlu etkisi bulunurken; tatminin de kullanmaya devam etme niyetini olumlu ve anlamlı şekilde etkilediği saptanmıştır. Araştırma, çevrim içi marka deneyimi literatürünü yapay zekâ araçları bağlamında genişleterek kuramsal katkılar sunmakta ve dijital ortamlarda kullanıcı etkileşimini ve sadakatini güçlendirmek isteyen markalar için pratik içgörüler sağlamaktadır.

Abstract

Consumer–brand experience serves as the cornerstone of building sustainable relationships with brands and plays a critical role in brand success. With the advancement of digitalization, this experience has shifted to online environments, wherein artificial intelligence tools have particularly transformed user interactions, creating a new domain of brand experience. In this context, the aim of the study is to determine the trust-based factors (brand image, brand credibility, brand trust) that influence the formation of online brand experience related to artificial intelligence tools, as well as the behavioral outcomes (satisfaction, continuance intention) that such experience may generate. A total of 351 valid responses were collected through an online survey and analyzed using structural equation modeling. The findings indicate that brand image positively influences both brand credibility and brand trust. In addition, while brand credibility positively affects brand trust, it does not have a significant impact on online brand experience. On the other hand, brand trust is found to have a positive effect on online brand experience. Finally, online brand experience positively influences both satisfaction and the continuance intention regarding the artificial intelligence tool, while satisfaction also exerts a positive and significant effect on continuance intention. By extending the literature on online brand experience within the context of artificial intelligence tools, this research offers theoretical contributions and provides practical insights for brands seeking to enhance user engagement and loyalty in digital environments.

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Bu Makaleye Atıf Yap

Erol, F. (2026). Yapay Zekâ Araçları Bağlamında Çevrim İçi Marka Deneyimi: Güven Temelli Faktörlerin Etkisi ve Davranışsal Sonuçlar. Anadolu Üniversitesi Sosyal Bilimler Dergisi, Cilt: 26 Sayı: 2, 691–713. https://doi.org/10.18037/ausbd.1798022

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