ITAA - KSCT Joint Symposium

Themes and Trends in AI-Related Empirical Consumer Studies in Fashion (2022–2025): A Systematic and Bibliometric Review

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Abstract

This systematic and bibliometric review analyzes 48 empirical studies (2022–2025) on AI-related consumer research in the fashion industry, sourced from Scopus and Web of Science via PRISMA guidelines. Integrating content analysis and science mapping (e.g., keyword co-occurrence, conceptual structure), it uncovers three key themes: AI-driven chatbots, the most prevalent focus emphasizing anthropomorphism and emerging Generative AI (GenAI) features like visual search; AI-powered general services, exploring awe/flow via SOR/TAM yet theoretically limited; and nascent areas including personalized recommendations, AI-powered product design, virtual influencers, in-store AI, smart clothing, and GenAI marketing. Bibliometric clusters highlight chatbots as central, with GenAI as an emerging motor theme. Findings reveal a burgeoning trajectory, advocating deeper theoretical diversity, GenAI focus, and strategies for consumer acceptance in fashion retailing.

Keywords: Generative AI (GenAI), Fashion consumers, Bibliometric analysis, Systematic review, Chatbot, Anthropomorphism

How to Cite:

Zhang, Y., Liu, C. C., Xia, S. & Zhao, R., (2025) “Themes and Trends in AI-Related Empirical Consumer Studies in Fashion (2022–2025): A Systematic and Bibliometric Review”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21528