The Effect of Artificial Intelligence Applications on Consumers' Purchasing Intention: An Analysis of the Great Treasure Film

Zehra Tayçu Dolu; Mehmet Marangoz

Makale detayları

The Effect of Artificial Intelligence Applications on Consumers' Purchasing Intention: An Analysis of the Great Treasure Film

Yazarlar:

Zehra Tayçu Dolu | Mehmet Marangoz

Yayıncı:

Pamukkale University

Ana Başlıklar:

İşletme

Dergi:

Pamukkale Üniversitesi İşletme Araştırmaları Dergisi Vol.10 Issue 2, pp.525-549

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295468

pISSN:

2757-7260

Anahtar kelimeler:

Özet:

 The aim of the study is to investigate whether the film poster prepared with artificial intelligence applications has an effect on consumer purchase intention. The research was conducted using thematic perception from projective techniques and a questionnaire method prepared depending on the posters. In this context, two movie posters prepared by a real person and artificial intelligence and a survey form consisting of a total of 41 questions prepared by these posters were conducted with the participation of 327 students using a simple random sampling method. When looking at the frequency distributions for consumer emotions made for both posters, it was found that the movie poster prepared by a real person made consumers feel optimistic emotions more, but the movie poster prepared by artificial intelligence made consumers feel negative and warm-hearted emotions more. In addition, a movie poster prepared by artificial intelligence has a better effect on the consumers purchase intention than a movie poster prepared by a real person.

 The aim of the study is to investigate whether the film poster prepared with artificial intelligence applications has an effect on consumer purchase intention. The research was conducted using thematic perception from projective techniques and a questionnaire method prepared depending on the posters. In this context, two movie posters prepared by a real person and artificial intelligence and a survey form consisting of a total of 41 questions prepared by these posters were conducted with the participation of 327 students using a simple random sampling method. When looking at the frequency distributions for consumer emotions made for both posters, it was found that the movie poster prepared by a real person made consumers feel optimistic emotions more, but the movie poster prepared by artificial intelligence made consumers feel negative and warm-hearted emotions more. In addition, a movie poster prepared by artificial intelligence has a better effect on the consumers purchase intention than a movie poster prepared by a real person.

 The aim of the study is to investigate whether the film poster prepared with artificial intelligence applications has an effect on consumer purchase intention. The research was conducted using thematic perception from projective techniques and a questionnaire method prepared depending on the posters. In this context, two movie posters prepared by a real person and artificial intelligence and a survey form consisting of a total of 41 questions prepared by these posters were conducted with the participation of 327 students using a simple random sampling method. When looking at the frequency distributions for consumer emotions made for both posters, it was found that the movie poster prepared by a real person made consumers feel optimistic emotions more, but the movie poster prepared by artificial intelligence made consumers feel negative and warm-hearted emotions more. In addition, a movie poster prepared by artificial intelligence has a better effect on the consumers purchase intention than a movie poster prepared by a real person.

 Çalışmanın amacı, yapay zekâ uygulamaları ile hazırlanan film afişinin tüketicide oluşturduğu duygunun tüketici satın alma niyeti üzerine etkisinin olup olmadığının araştırılmasıdır. Araştırma, projektif tekniklerden tematik algılama ve afişlere bağlı olarak hazırlanan anket yöntemi kullanılarak yapılmıştır. Bu kapsamda gerçek kişi ve yapay zekâ tarafından hazırlanan iki film afişi ve bu afişlere uygun olarak hazırlanan toplam 41sorudan oluşan anket formu basit tesadüfi örneklem yöntemi kullanılarak 327 öğrencinin katılımı ile gerçekleştirilmiştir. Her iki afiş için yapılan tüketici duygularına yönelik frekans dağılımlarına bakıldığında gerçek kişi tarafından hazırlanan film afişinin tüketicilerde iyimser duyguları daha fazla hissettirdiği fakat yapay zekâ tarafından hazırlanan film afişinin tüketicilerde negatif ve sıcakkanlı duyguları daha fazla hissettirdiği görülmüştür. Ayrıca yapay zekâ tarafından hazırlanan film afişinin gerçek kişi tarafından hazırlanan film afişine göre tüketici satın alma niyeti üzerinde daha fazla etkili olduğu sonucuna varılmıştır.

Makale detayları

The Effect of Artificial Intelligence Applications on Consumers' Purchasing Intention: An Analysis of the Great Treasure Film

Yazarlar:

Zehra Tayçu Dolu | Mehmet Marangoz

Yayıncı:

Pamukkale University

Ana Başlıklar:

İşletme

Dergi:

Pamukkale Üniversitesi İşletme Araştırmaları Dergisi Vol.10 Issue 2, pp.525-549

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295468

pISSN:

2757-7260

Marketing

Artificial Intelligence

Consumer

Purchasing IntentionPazarlama

Yapay Zekâ

Tüketici

Satın Alma Niyeti

Sayı

Makale detayları

Yazarlar: Zehra Tayçu Dolu | Mehmet Marangoz

Yayıncı: Pamukkale University

Ana Başlıklar: İşletme

Dergi: Pamukkale Üniversitesi İşletme Araştırmaları Dergisi Vol.10 Issue 2, pp.525-549

Belge Tipi: Makale

Yayın Tarihi: 6/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001295468

pISSN: 2757-7260

Sayı

Yazarlar:

Zehra Tayçu Dolu | Mehmet Marangoz

Yayıncı:

Pamukkale University

Ana Başlıklar:

İşletme

Dergi:

Pamukkale Üniversitesi İşletme Araştırmaları Dergisi Vol.10 Issue 2, pp.525-549

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295468

pISSN:

2757-7260