Özet:

Artificial intelligence-equipped e-commerce applications, which have become the trend application of the shopping world with the development and spread of internet technology in recent years, have a great and important role in the change of consumer habits and interests. In this study, the effect of artificial intelligence systems on consumer experience in e-commerce and how the perception of value towards consumer experience is shaped in the relationship between these variables was examined for the sample of students continuing their education at Siirt University. In order to analyze the research results correctly, a questionnaire was applied to the participants with the simple-convenience sampling method in the research methodology, and the independent variable model was applied to evaluate the relationship between the fields with the t-test and one-way Analysis of Variance (ANOVA). According to the findings obtained from the application; In the averages and initial evaluations, it was observed that the participants in the survey generally had a positive attitude towards the value perceptions of the consumer experience of artificial intelligence systems in e-commerce. It has been determined that the most prominent criteria in the research are "exchange and return", "cargo and logistics", "reliability and product visuals". In addition, research findings show that creating a trust-oriented environment for consumers, such as offering quality products, facilitating shopping, product exchange, return or money back, positively affects the experience.

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