Romaya Journal

Abstract

This research intends to examine the perceptions of consumers who use artificial intelligence applications towards these applications and to examine the perceptions, preferences, and usage experiences of users towards artificial intelligence applications from the perspective of marketing and consumer behavior. In line with this purpose, the qualitative analysis method was picked as the analytical approach in the investigation. The sample consists of a total of 25 participants with different demographic characteristics who are experienced in artificial intelligence applications. The information gathered from the participants through interviews was analyzed through the MAXQDA statistical analysis program, and descriptive content analysis was performed. In the study’s findings, 8 different codes were identified, and the relationships between the codes were analyzed. “Speed,” ‘Benefit’ (perceived performance), and ‘Convenience’ (perceived ease of use) are
the themes that stand out positively in consumers’ perceptions of productive artificial intelligence applications. On the other hand, “Distrust” (perceived risk) is a negative theme. The study’s findings reveal consumer perceptions and expectations by examining the rapidly developing artificial intelligence technology from the consumers’ perspective. This information obtained for consumers using artificial intelligence offers important solution suggestions for artificial intelligence developers and businesses. Furthermore, the findings obtained in this study provide a different perspective for future studies on this subject.