Engaging with intelligence: AIMA scale for artificial intelligence marketing activities in E-commerce

The aim of this research is to conceptualize and develop a multidimensional construct of Artificial Intelligence Marketing Activity (AIMA) to measure consumers' attitudes toward AI-infused marketing in electronic commerce. The study fills a literature gap by using a rigorous, multiple-step scale development methodology, consisting of literature searches, qualitative focus groups, open-ended questioning, expert assessments, and quantitative validation tests. Results of exploratory factor analysis, confirmatory factor analysis, AIMA construct structure definition, reliability, convergent and discriminant validity, test-retest reliability, and nomological validity are assessed using structural equation models. Findings indicate AIMA is a six-dimensional construct (affinity, customization, information, interaction, problem-solving, and responsiveness), using an 18-item scale, representing a robust instrument with sound psychometric criteria, in addition to test-retest reliability. The AIMA instrument validates an effective way to measure consumers' attitudes toward AI-infused marketing in the context of electronic commerce. The AIMA scale is a diagnostic instrument in its strategic usage, though not prescriptive; it is predictive in nature but is used in attributing importance to AIM practices in evidence-based customer engagement strategic decision-making in an AI-driven context that might require cross-validation testing in diverse settings to avoid generalization shortcomings.