Merchandising/Marketing/Retailing: Management

Measuring Consumer Perceptions of AI Fashion Customization: Scale Development and Effects on Purchase Intention

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Abstract

Artificial intelligence (AI) is reshaping fashion design and development, a field traditionally grounded in human creativity and craftsmanship. One promising application is AI-driven fashion customization, which addresses consumers’ growing desire for individuality and self-expression through clothing. While personalization is not new to fashion, recent advances in AI have significantly expanded its scope, feasibility, and appeal. Despite the increasing interest and commercial potential of AI-driven fashion customization, research on consumer motivations and challenges related to AI-customized fashion remains limited. Drawing on the Theory of Consumption Value (TCV) and Innovation Resistance Theory (IRT), this study identifies eight value dimensions capturing the multifaceted benefits consumers derive from AI-customized products and the AI-driven co-creation process. The scale also incorporates key perceived barriers that may inhibit adoption. Beyond scale development, the study examines how perceived value and barriers shape consumers’ intentions to adopt AI-driven customization services and purchase AI-customized fashion products.

Keywords: Generative AI, customization, consumption value, perceived barrier

How to Cite:

Lou, X., Han, W., Lee, H. & Xu, Y., (2025) “Measuring Consumer Perceptions of AI Fashion Customization: Scale Development and Effects on Purchase Intention”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21956