Importance of the AI Platform

What it measures

This scale measures how consequential a user believes the tasks they perform with an artificial intelligence assistant (AIA), such as Amazon's Alexa or Apple's Siri, to be, across personal organization, information-seeking, device management, and purchase-related task categories. Uysal, Alavi, and Bezençon (2022) used it in Study 1 (n = 238) with U.K. residents who were current AIA users.

Response format

7-point bipolar (consequential / inconsequential)

Scale items

• Do you think the Personal Organization tasks (such as making calls, sending messages, scheduling, reminders, alarms, setting daily goals, etc.) that you perform with ___ are more consequential or inconsequential for you?
• Do you think the tasks related to getting information (such as searching information, listening to the news, asking the weather conditions, etc.) that you perform with ___ are more consequential or inconsequential for you?
• Do you think the Device Management tasks (such as controlling smart home gadgets, lights, thermostats, security camera, etc.) that you perform with ___ are more consequential or inconsequential for you?
• Do you think the Purchase-related tasks (such as searching for products to buy, asking price information or recommendations, renewing your subscription, ordering and tracking deliveries, etc.) that you perform with ___ are more consequential or inconsequential for you?

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Alpha was .80 (Uysal, Alavi, and Bezençon 2022, p. 1162), at the site's inclusion threshold. A CFA was conducted, with the authors stating conventional convergent and discriminant validity tests were performed; the AVE for the scale was reported at approximately .50, near the low end of acceptable convergent validity, and further detail was limited. Although the authors described the scale as "adapted" from Castelo, Bos, and Lehmann (2019), that source did not contain a summated scale for this construct; Uysal, Alavi, and Bezençon (2022) appear to have created the scale by drawing on a one-item measure and related concepts in that article.

Citation

Uysal, Ertugrul, Sascha Alavi, and Valery Bezençon (2022), "Trojan Horse or Useful Helper? A Relationship Perspective on Artificial Intelligence Assistants with Humanlike Features," Journal of the Academy of Marketing Science, 50 (6), 1153-1175.

Keywords