The purpose of this study is to develop and validate a suitable measure for the perceived artificial intelligence usefulness (PAIU) construct in the context of online shopping.
This study is descriptive and cross-sectional in nature. The term PAIU is conceptualized based on a literature review. It is then followed by the development and validation of the PAIU construct based on the procedure listed by Churchill (1979).
The findings reveal that the PAIU construct can be conceptualized as a first-order reflective second-order formative construct. The PAIU construct has four dimensions, namely recommender systems (RS) compatibility (5 items), content quality (CQ) (6 items), search functionality (SF) (5 items) and personalized communication (PC) (4 items), having a total of 20 items.
The study adds to the existing body of knowledge in two ways. Firstly, according to the best of the authors' knowledge, no published paper has so far conceptualized PAIU in the context of online shopping. Secondly, this study is unique as it construed PAIU as a first-order reflective second-order formative construct, by specifying the reasons and thereby justifying it as a formative concept.
