A Study of the Effect of AI-Generated Image Recommendation Services on Purchasing Intentions for Online Shopping

The integration of artificial intelligence (AI) into online platforms has revolutionized the co-creation landscape, particularly in the fashion industry, where AI designers swiftly generate personalized products based on consumer preferences. This research extends the technology acceptance model to explore consumer perspectives and inclinations regarding AI-generated fashion items. The framework incorporates perceived utility, perceived simplicity, perceived risk, attitudes toward AI, and fashion engagement. Data were gathered through an online survey, and exploratory and confirmatory factor analyses were conducted to validate the model. The study highlights the significance of the model use and recommends improvements such as testing usability, gathering user feedback, providing clear instructions, and ensuring easy access to customer support. Meanwhile, the findings indicate that fashion enthusiasts are less likely to accept AI-driven design services, due to a need for transparency or better functionality.