The Impact of AI-Powered Try-On Technology on Online Consumers’ Impulsive Buying Intention: The Moderating Role of Brand Trust

Within the global wave of manufacturing intelligence, AI technologies are revolutionizing industrial frameworks through deep integration. As a resource-intensive sector, fashion has become a pivotal arena for assessing AI’s role in sustainable development. China, the world’s largest apparel producer, faces unique AI integration challenges, highlighting the intersection of innovation and sustainability. To further explore the impact of AI-powered try-on technology on the impulsive buying intentions of young Chinese consumers, this research utilizes a modified version of the stimulus–organism–response (SOR) model. From the lens of online shopping, the research investigates how key features of AI-powered try-on technology, such as visual vividness, interactive control, personalized configuration, and ease of use, affect impulsive buying intentions. Additionally, the study examines the mediating roles of perceived utilitarian value, perceived hedonic value, and perceived immersion, alongside the moderating role of brand trust. A structured online survey was conducted with 366 participants, and the data were analyzed using the partial least squares (PLS) method. The findings reveal that the four core attributes of AI-powered try-on technology have a positive effect on impulsive buying intentions. Furthermore, the mediating roles of perceived utilitarian value, perceived hedonic value, and perceived immersion, along with the moderating influence of brand trust, were substantiated. In the realm of online apparel shopping, AI-powered try-on technology effectively stimulates impulsive buying behavior and drives online purchases. These results offer valuable theoretical insights for enhancing AI-powered try-on applications, while also providing strategic guidance for fashion brands and e-commerce platforms in developing AI-driven sustainable marketing approaches.