SUN’IY INTELLEKT ASOSIDAGI MARKETING PERSONALIZATSIYASINING ISTE’MOLCHI ISHONCHI VA XARID QILISH NIYATIGA TA’SIRI: O‘ZBEKISTON ELEKTRON TIJORAT BOZORI MISOLIDA
Keywords:
sun’iy intellekt, marketing personalizatsiyasi, elektron tijorat, iste’molchi ishonchi, xarid qilish niyati, algoritmik shaffoflik, maxfiylik, O‘zbekiston.Abstract
Maqolada sun’iy intellekt (SI) asosidagi marketing personalizatsiyasining iste’molchi ishonchi va xarid qilish niyatiga ta’sir mexanizmi O‘zbekiston elektron tijorat bozori kontekstida tahlil qilinadi. Tadqiqotning nazariy asosini Stimulus–Organism–Response (S–O–R), Technology Acceptance Model, Privacy Calculus hamda raqamli muhitdagi ishonch konsepsiyalari tashkil etadi. Rasmiy statistik ma’lumotlar O‘zbekistonda elektron tijorat hajmining 2019-yildagi 275,3 mlrd so‘mdan 2025-yilda 31 551,9 mlrd so‘mgacha oshganini ko‘rsatadi. Konseptual modelda AI personalizatsiyasi iste’molchi ishonchi va xarid qilish niyatining drayveri, algoritmik shaffoflik ishonchni kuchaytiruvchi, maxfiylik xavotiri esa uni pasaytiruvchi omil sifatida ko‘riladi. Real respondentlar bazasi taqdim etilmagani sababli inferensial statistika bo‘limida n=420 hajmdagi sintetik, metodologik namuna qo‘llanib, natijalar nashrga topshirishdan oldin haqiqiy so‘rov ma’lumotlari bilan almashtirilishi zarurligi alohida qayd etilgan. Namunaviy hisob-kitoblar personalizatsiya va shaffoflik ishonchga ijobiy, maxfiylik xavotiri esa salbiy ta’sir ko‘rsatishini; ishonch xarid niyatining eng kuchli prediktori ekanini ko‘rsatadi. Natijalar O‘zbekiston e-commerce platformalari uchun personalizatsiyani “ko‘proq ma’lumot yig‘ish” emas, balki relevanlik, tushuntiriluvchanlik va iste’molchining ma’lumot ustidan nazorati tamoyillari asosida boshqarish zarurligini asoslaydi.
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