Implementation of Artificial Intelligence in Fashion: Are Consumers Ready?

Abstract

Given the growing interest in combinations of fashion and digital innovations, it is critical for both researchers and retailers to understand how consumers respond to new technologies, especially artificial intelligence (AI). The purpose of the study was to examine consumers’ attitudes and purchase intention toward an AI device. By adapting the technology acceptance model, a conceptual model was constructed and tested related to consumers’ attitudes and purchase intention toward an AI device—Echo Look. A total of 313 subjects (61% female) between 18 and 65 years old in the top 10 metropolitan areas in the United States participated in the study. The results indicated that perceived usefulness, perceived ease of use, and performance risk were significant in consumers’ attitude toward AI. Positive attitudes toward technology positively influenced the purchase intention. Based on these results, theoretical and practical implications are discussed.