Factors Affecting Consumers' Online Purchasing Attitudes Towards Ads Guided by Artificial Intelligence

Abstract

The aim of this study is to try to explain the factors that are thought to affect consumers' attitudes towards online advertisements guided by artificial intelligence. In this context, by utilizing the TAM model, innovation value, trust and perceived risk variables were added to the research model developed to explain the attitudes of individuals towards online advertisements guided by artificial intelligence. Although it is observed that the trust and perceived risk factors added to the model do not have a significant effect on AI-directed ads, it is thought that the non-significance of the two proposed hypotheses may be due to the data set. Because the literature in which the research model was developed shows that the perceived risk factor has a negative effect on attitudes. In this current study, it was observed that perceived risk had a negative effect on attitudes (R²=-0.038, p≤ ,106) but the hypothesis test was not significant. Similarly, although it was observed that trust had a positive effect on attitudes (R²=0.050, p≤ ,117), the hypothesis test was not significant. On the other hand, perceived usefulness (R²=-0,407 p≤ ,05), perceived ease of use (R²=-0,507, p≤ ,05), perceived novelty (R²=-0,186, p≤ ,05) positively affect attitudes towards AI-directed advertisements.