A study on consumer acceptance of chatbots within the scope of the technology acceptance model

In recent years, the rapid development of artificial intelligence (AI) technologies has led to radical changes in marketing practices. The use of AI-powered tools, particularly in areas such as personalized advertising, chatbots, recommendation systems, and algorithmic customer service, is becoming increasingly widespread. The effective use of these technologies depends largely on the level of consumer acceptance of these tools. However, the limited number of empirical studies in the literature on consumers' acceptance processes for these technologies represents a significant gap. Based on this gap, the study will evaluate consumers' attitudes towards and intention to use AI-based marketing tools within the scope of Technological Acceptance Model (TAM). The TAM was chosen because it is a widely accepted model for explaining attitudes and intentions regarding technology use. Furthermore, in this study, the trust variable was incorporated into the TAM, and the cognitive and affective dimensions of attitude were examined separately, providing an original contribution to the literature. The study sample consisted of individuals over the age of 18 living in Turkey, determined using a convenience sampling method. Data were collected using a survey technique, and the scales used were adapted from previous studies. The reliability of the scales was tested using Cronbach's alpha coefficients and found to be highly reliable. Structural equation modeling was employed to analyze the data obtained from a total of 435 respondents and to test the research hypotheses. The findings of the study reveal that perceived ease of use, perceived usefulness, and trust significantly affect both cognitive and affective attitudes. The results also indicate that cognitive and affective attitudes have an impact on behavioral intention. However, it was found that innovativeness does not affect either cognitive or affective attitudes. The findings from this study will guide businesses and marketers in understanding the consumer journey. The study also aims to fill the gap in the literature on the relationship between TAM and AI with both conceptual and methodological contributions. The analyses developed to understand how AI-based applications are perceived and adopted by users shed light on the technological transformation in marketing. Furthermore, the study aims to add value to sectoral applications by offering important insights into user-centered design principles, personalized experience strategies, and effective communication approaches for technology developers and marketing professionals.