Effect of Chinese consumer characteristics on the attitude of AI-curated fashion service and the purchase intention of fashion products

Abstract

Purpose

This study aims to understand the acceptance of AI-curated fashion services among Chinese consumers by introducing consumer characteristics, such as fashion clothing involvement (FCI) and technological innovativeness (TI), as leading variables of the technology acceptance model (TAM). Furthermore, it aims to examine the impact of FCI and TI on attitudes towards AI-curated fashion services and the purchase intention of fashion products through perceived usefulness (PU), perceived ease of use (PEU), and perceived enjoyment (PE). Through this analysis, this study seeks to determine a marketing strategy that can support implementing AI-curated fashion services in the Chinese market.

Design/methodology/approach

This study used structural equation modeling to ascertain the results.

Findings

Regarding AI-curated fashion services' attributes, the analysis revealed that consumers' FCI did not significantly affect the PU and PE. However, FCI greatly impacted the PEU. In addition, consumers' interests in TI significantly affected PU and PE but did not significantly influence PEU, although PEU significantly affected PU. PU, PEU, and PE greatly impacted usage attitude. PU and usage attitude significantly affected purchase intention, whereas PE had no effect.

Originality/value

Through a practical survey of Chinese consumers, we investigated the impact of FCI and TI on the attitude and purchase intention of fashion products recommended by AI-curated fashion services.

Citation

Shin, E. and Yang, H. (2025), "Effect of Chinese consumer characteristics on the attitude of AI-curated fashion service and the purchase intention of fashion products", Journal of Fashion Marketing and Management, Vol. 29 No. 1, pp. 20-37. https://doi.org/10.1108/JFMM-08-2023-0186