Consumer Behavior

Fashion field needs human: Human vs. AI-generated fashion information

  • Yoo Won Min (Hanyang University)
  • Kyu-Hye Lee (Hanyang University)
  • Eunsoo Baek (Hanyang University)


The integration of AI in the fashion industry has raised questions about the distinct roles of humans and AI. This study explores individuals' attitudes towards human-generated and AI-generated fashion information, focusing on temporal context. Employing a 2X2 between-subjects design, it examines how temporal context moderates attitudes' mediating role between source types and e-WOM. Data from 310 participants were analyzed using ANOVA and PROCESS Macro. Results reveal a preference for human-generated over AI-generated fashion information, highlighting the significance of human creativity. Temporal context plays a moderating role; while future fashion information received similar evaluations from both sources, past information was more positively evaluated when generated by humans. This resonates with the notion that humans excel in structuring insights through personal experiences and historical knowledge. Positive attitudes were key in driving e-WOM. This study illuminates the interplay between source types, temporal context, and cognitive mechanisms, emphasizing the enduring importance of human traits.

Keywords: Artificial Intelligence, AI, evaluation, attitude, e-WOM, source-type

How to Cite:

Min, Y., Lee, K. & Baek, E., (2024) “Fashion field needs human: Human vs. AI-generated fashion information”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi:



Published on
26 Jan 2024
Peer Reviewed