Merchandising/Marketing/Retailing: Management

Will the Scarcity of AI-Designed Clothing Influence Consumers to Purchase?

Authors
  • Dooyoung Choi (Old Dominion University)
  • Hakyung Lee (Chungnam National University)

Abstract

This study explores how perceived scarcity of AI-designed clothing influences purchase intention, mediated by perceived monetary value. Fashion involvement's moderating role is also examined. Participants (N = 311), sourced from Amazon Mechanical Turk, watched an AI clothing design video, and evaluated a jacket that is designed by AI. Responses on perceived scarcity, monetary value, purchase intentions, and fashion involvement were collected using Likert scales. Analyzing data with SPSS 28.0 and the PROCESS Macro Model 8 with 5,000 bootstrap samples suggested that although the scarcity of an AI-designed clothing alone may not significantly increase purchase intentions, fashion brands can leverage the perception of scarcity if the product can be perceived as of good value for the money. The effect will be particularly stronger if the brands’ target consumers tend to have low involvement in fashion. 

Keywords: AI-designed clothing, perceived scarcity, purchase intention

How to Cite:

Choi, D. & Lee, H., (2024) “Will the Scarcity of AI-Designed Clothing Influence Consumers to Purchase?”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17097

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Published on
20 Jan 2024
Peer Reviewed