Merchandising/Marketing/Retailing: Management

AI-Designed Clothing and Perceived Values: What can Move Consumers’ Minds with the AI-Designed Clothing?

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

Abstract

This study investigates the perceived values of AI-designedclothing (quality, emotion, ease) and their impact on willingness to pay (WTP) and word-of-mouth (WOM), with themoderating effect of gender differences. ​A total of 314 respondents completedthe survey via MTurk. Participants watched a video clip demonstrating how an AIsystem creates various clothing designs by altering garment elements (e.g., style,size). After watching the video clip, they were asked to answer a series ofquestions about the AI-designed clothing and themselves. The collected datawere analyzed using AMOS 26.0. ​Results showed that, for male and femaleconsumers, the quality value of AI-designed clothing led to enhanced WTP andWOM. However, emotional value and perceived ease of shopping appeared to bemore crucial in increasing WTP and WOM for male than female consumers. 

Keywords: AI-designed clothing, perceived value, willingness to pay, word-of-mouth

How to Cite:

Choi, D. & Lee, H., (2024) “AI-Designed Clothing and Perceived Values: What can Move Consumers’ Minds with the AI-Designed Clothing?”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17098

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Published on
20 Jan 2024
Peer Reviewed