Reklam değerinin yapay zeka tarafından oluşturulan reklamlara yönelik tutum ve tüketici satın alma niyeti üzerindeki etkisi: Planlı davranış teorisi perspektifi

Artificial intelligence is one of vital technological tools increasingly popular andused by companies in marketing applications such as advertising. This thesis aims toinvestigate relationship between AI-generated ads and Ad value, attitudes, and purchaseintentions, and moderating roles of variables such as gender and self-efficacy. Thetheoretical framework has been designed in line with Theory of Planned Behavior andAdvertising Value Model, which provides a comprehensive perspective on howindividuals evaluate and respond to AI-supported promotional content. Data was collectedthrough an online survey from participants aged 18-64 between August and September2025, yielding 361 responses. IBM SPSS Statistics 25 and Python were used for dataanalysis. Reliability analyses, Factor Analysis (EFA, CFA) were performed to verify theadequacy and robustness of the measurement tools, and hypotheses were analyzed withStructural Equation Modeling (SEM). According to results perceived ad value positivelyaffects both attitudes toward AI-generated ads and purchase intentions. Attitudes towardAI-generated ads notably affect purchase intentions. Attitudes have a mediating role inthe relationship between purchase intentions and perceived advertising value. Whilegender had no moderating impact on perceived ad value and attitude relations, itmoderated ad value and purchase intention relations. Its effect on the relationship betweenattitude and purchase intention is not statistically significant. Self-efficacy significantlynegatively moderates the relationship between attitudes and Ad Value. While it positivelystrengthens the effect of advertising value on purchase intentions, it negatively affects the effect of attitude on purchase intention. Theoretically, this research advances knowledgein AI-enabled marketing communications by integrating two key moderating individualcharacteristics into the relationship between value perceptions, attitudinal responses, andbehavioral outcomes. Also, it provides managerial benefits by highlighting the importanceof personalizing AI ads based on consumer behavior.