Consumer Attitudes Toward Artificial Intelligence in Fashion

Given the growing interest in converging fashion with digital technologies, it becomes important for fashion researchers and businesses to research and understand new technologies and artificial intelligence. This work examines whether the adaptation of Technology Acceptance Model (TAM) by incorporating some additional factors (attitude toward AI, degree of engagement with fashion) can predict consumers’ fashion behavior (purchase intention). For this purpose, a conceptual model related to consumer attitude and purchase intention toward an AI product was constructed and tested. Results confirmed the findings of studies reporting that perceived usefulness and perceived ease of use were significant in predicting consumers’ attitudes toward AI as well as their purchase intention. Also, consumers’ attitudes toward technology positively influence purchase intention and also attitudes toward AI, while fashion involvement does not affect the effect of attitude toward technology on purchase intention and the effect of attitude toward AI on purchase intention.