AI-empowered scale development: Testing the potential of ChatGPT

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. • 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. • Four empirical studies establish the prognostic validity and the construct validity of the newly developed scale. • The paper outlines the shortcomings and several critical notes to stimulate more research and discussion in this area.

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