AI-empowered scale development: Testing the potential of ChatGPT
Year: 2024
Type: article
Abstract: AI-tools such as ChatGPT can assist researchers to improve the performance of the research process.This paper examines whether researchers could apply ChatGPT to develop and empirically validate new research scales.The study describes a process how to prompt ChatGPT to assist the scale development of a new construct, using the example of the construct of perceived value of ChatGPT-supported consumer behavior.The paper reports four main empirical studies (US: N = 148; Australia: N = 317; UK: N = 108; Germany: N = 51) that have been employed to validate the newly developed scale.The first study purifies the scale.The following studies confirm the adjusted factorial validity of the reduced scale.Although the empirical data imply a simplification of the initial multi-dimensional scale, the final threedimensional operationalization is highly reliable and valid.The paper outlines the shortcomings and several critical notes to stimulate more research and discussion in this area.
Institution: Audencia Business School
Language: English
Topic: AI in Service Interactions
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: hybrid
Estimated APC paid: $2,860
OpenAlex ID: W4399449540