Yapay Zekâ ve Tüketici Davranışı Alanındaki Yayınların Bibliyometrik Analizi

Amaç – Bu çalışmanın amacı yapay zekâ ve tüketici davranışı konusunda yapılmış araştırmaları, bibliyometrik analiz yöntemi kullanarak incelemek ve bu konuya yönelik genel bir bakış açısı oluşturmaktır. Yöntem – Scopus veri tabanında yayın tipi ve yıl sınırlaması yapılmadan başlık, özet ve anahtar kelimelerinde “artificial intelligence” and “consumer behavior” ifadesi geçen çalışmalar taratılmış işletme, yönetim ve finans, ekonomi, karar verme ve sosyal bilimler ile psikoloji şeklinde alan sınırlaması yapılarak, 1988-2022 yılları arasında yayınlanmış ve toplam 213 çalışma tespit edilmiştir. Bu çalışmalar, R paket program ve Scopus veri tabanı aracılığıyla, bibliyometrik analizlerle incelenmiştir. Bulgular – Konuya ilişkin 213 yayın 138 farklı kaynakta yayınlanmıştır. Dokümanların ortalama alıntı sayısı 11,95’ dir. İki yüz on üç yayında toplamda 11956 adet referansın yer aldığı görülmektedir. Yayınlara ait anahtar kelime sayısı 1280, toplam yazar sayısı ise 627’dir. Çalışma başına düşen ortalama yazar sayısı 2,94, çalışma başına ortak yazar sayısı 3,04 ve iş birliği endeksi ise 3,26’dır. Çalışmaların %63.4’ü makalelerden ve %23.9’u konferans bildirilerinden oluşmaktadır. Konuyla ilgili olarak en fazla çalışma yapan, atıf alan ve iş birliği yapan ülkelerin başında ABD, Çin ve İngilere gelmektedir. En fazla çalışmanın işletme, yönetim ve muhasebe alanında yapıldığı ikinci sırayı bilgisayar bilimlerinin aldığı görülmüştür. Tartışma – İşletme ve tüketici akademik dergilerinde konuya yönelik yapılmış çalışmalar 2019’dan bu yana sürekli artış göstermektedir. Bu nedenle konuya ilişkin trendin en fazla 2021 yılında arttığı ve gelecek yıllarda bu şekilde devam edeceği düşünülmektedir. Çalışmaların kavramsal merkezi pazarlama alanında, yapay ve tüketici davranışı ile hizmet pazarlamasında toplanmıştır. Sonraki çalışmalarda, yapay zekâ pazarlamasına ilişkin farklı odakların oluşturulacağı ve bu durumun pazarlama alanına zenginlik katacağı düşünülmektedir.

Bibliometric Analysis of Publications in Artificial Intelligence and Consumer Behavior

Purpose – The aim of this study is to examine the researches on artificial intelligence and customer behavior at marketing area with bibliometric analysis method and to create a general perspective on the subject. Design/methodology/approach – In the Scopus database, without the limitation of publication type and year, the studies containing the phrase "artificial intelligence" and "consumer behavior" in the title, abstract and keywords were scanned. A total of 213 studies published between the years of 1988-2022 were identified and determined by making the field limitation as business, management and finance, economics, decision-making and social sciences and psychology. All of these studies were examined with bibliometric analyzes through the R package program and the Scopus database. Findings – 213 publications on the subject have been published in 138 different sources. The average number of citations of the documents is 11.95. It is seen that there are 11956 references in total in two hundred and thirteen publications. The number of keywords for the publications is 1280, and the total number of authors is 627. The average number of authors per study is 2.94, the number of coauthors per study is 3.04. The authors’ collaboration index is 3.26. 63.4% of the studies consisted of articles and 23.9% of them are conference papers. The USA and China are at the forefront of the countries that have done the most studies, cited and cooperated on the subject. It was seen that the most studies were done in the field of business, management and accounting, and computer science took the second place. Discussion – Studies on the subject in business and consumer academic journals have been increasing continuously since 2019. It is thought that the trend on the subject has increased the most in 2021 and will continue in this way. The conceptual center of the studies was gathered in the field of artificial intelligence and consumer behavior and service marketing. It is thought that in future studies, different focuses on artificial intelligence marketing will be created and that situation will enrich the field of marketing.

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