Fogyasztói szegmensek a mesterséges intelligenciával kapcsolatos attitűd alapján
DOI:
https://doi.org/10.15170/MM.2026.60.02.02Kulcsszavak:
mesterséges intelligencia, attitűd, szegmensek, demográfiai jellemzőkAbsztrakt
A tanulmány célja
A mesterséges intelligencia alapjaiban alakítja át mindennapjaink különböző aspektusait, széleskörű társadalmi-gazdasági hatásai közvetlenül befolyásolják a technológiával szembeni egyéni attitűdöket és így a társadalom kollektív hozzáállását is. Az attitűd vizsgálata elsősorban a technológia elfogadásának elősegítése miatt indokolt, ez az MI-alapú innovációk sikerességének alappillére is. Jelen kutatás a MI-vel kapcsolatos lakossági hozzáállás feltárására, disztinkt attitűdalapú klaszterek felállítására és jellemzésére tesz kísérletet demográfiai tulajdonságok, személyiségjegyek és érdeklődési körök alapján.
Alkalmazott módszertan
Az adatfelvételre két validált skála integrálásával egy online kérdőív formájában került sor. Az attitűdök feltárására, az attitűdszegmensek meghatározására a General Attitudes Towards Artificial Intelligence Scale (GAAIS-) skálát alkalmaztuk, a domináns személyiségjegyeket pedig a Ten-Item Personality Inventory (TIPI) skála segítségével mértük. A kutatás célcsoportja a 18–65 év közötti Borsod-Abaúj-Zemplén vármegyei lakosság volt. A teljes mintát 520 fő alkotja, amely nem és életkor szerint reprezentálja az alapsokaságot.
Legfontosabb eredmények
Az elemzés során három klasztert azonosítottunk, ezek az MI-szkeptikusok, MI-semlegesek és MI-hívek. Demográfiai szempontból az életkor, életszínvonal és a gyermekek száma bizonyult szignifikáns klaszterjellemzőnek, a személyiségjegyeket vizsgálva az extraverzió és a nyitottság dimenziói emelkedtek ki, míg az érdeklődési kör esetén a technológiai irányultság azonosítható fő jellemvonásnak.
Gyakorlati javaslatok
Az eredmények többek között támogatják az MI-vezérelt társadalmi innovációk célzott kialakítását, az esetleges elutasításból, ellenállásból fakadó kockázatok minimalizálását. Javaslatot teszünk olyan egyedi elköteleződési kezdeményezések kidolgozására, amelyek egyszerre kezelik az MI-szkeptikusok aggályait és kihasználják az MI-hívek lelkesedését az MI-technológiák szélesebb körű elfogadásának elősegítése érdekében.
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