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Keywords: Perceived artificial intelligence usefulness
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–28.
Published: 13 April 2026
...Shreya Gupta; Tejinderpal Singh Purpose 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. Design/methodology/approach This study is descriptive and cross-sectional...
