ArticleFrontiers in artificial intelligence2025
Design and validation of the scale for the adoption of artificial intelligence in the online shopping experience of Peruvian consumers.
Article in Frontiers in artificial intelligence, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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4 authors.
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Abstract
Artificial intelligence has become a crucial tool for effective customer management; therefore, this research aims to design and validate a scale measuring the adoption of artificial intelligence in the customer experience. It is approached from a quantitative methodology perspective and an instrumental design. A survey was conducted among 528 customers who frequently make virtual purchases. Then, an exploratory analysis was conducted to determine the factor structure of the scale, followed by a confirmatory analysis to validate the construct. On the other hand, an invariance analysis was conducted to determine whether the construct varies across groups. The results show a multidimensional scale of 16 items grouped into 4 factors (trust in AI, perception of AI, knowledge of AI, shopping experience). Each factor consists of four items, using a Likert-type response scale where 1 indicates "totally disagree" and 5 indicates "totally agree". In conclusion, the proposed scale is a valid measure. It can be used to continue exploring this concept in other latitudes, serving as a valuable tool for entrepreneurs to make an effective diagnosis of this new technology.
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