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AI-empowered scale development: Testing the potential of ChatGPT

Stefan Hoffmann, Wassili Lasarov, Yogesh Dwivedi

Technological Forecasting and Social Change, Volume: 205, Start page: 123488

Swansea University Author: Yogesh Dwivedi

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DOI (Published version): 10.1016/j.techfore.2024.123488

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...

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Published in: Technological Forecasting and Social Change
ISSN: 0040-1625
Published: Elsevier BV 2024
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URI: https://cronfa.swan.ac.uk/Record/cronfa66530
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 three-dimensional operationalization is highly reliable and valid. The paper outlines the shortcomings and several critical notes to stimulate more research and discussion in this area.
Keywords: Artificial intelligence; ChatGPT; ChatGPT-supported consumer behavior; Scale development; Validation
College: Faculty of Humanities and Social Sciences
Funders: This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.
Start Page: 123488

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