Are Customers Ready for Artificial Intelligence to Be Used in Fashion?

Abstract: Understanding how customers react to emerging technologies, particularly artificial intelligence (AI), is crucial for researchers and retailers alike, especially in light of the increased interest in fashion and digital advancements. Examining consumer perceptions and buying intentions about AI devices was the aim of the study. A conceptual model pertaining to consumers' attitudes and purchasing intentions toward an AI device—Echo Look—was developed and evaluated by modifying the technological acceptance model. In all, 626 participants (61% female) in the top 05 Indian cities between the ages of 20 and 60 took part in the study. The findings showed that customers' attitudes about AI were significantly influenced by perceived usefulness, perceived simplicity of use, and perceived performance risk. Purchase intention was positively impacted by good sentiments concerning technology. Implications for theory and practice are examined in light of these findings.

Artificial intelligence, purchase intention, customer attitudes, fashion

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