Document Type

Conference Paper

Publication Date

2024

DOI

10.31274/itaa.17098

Publication Title

International Textile and Apparel Association Annual Conference Proceedings

Volume

80

Issue

1

Pages

1-3

Conference Name

International Textile and Apparel Association Annual Conference Proceedings, November 8-11, 2023, Baltimore, Maryland

Abstract

This study investigates the perceived values of AI-designed clothing (quality, emotion, ease) and their impact on willingness to pay (WTP) and word-of-mouth (WOM), with the moderating effect of gender differences. A total of 314 respondents completed the survey via MTurk. Participants watched a video clip demonstrating how an AI system creates various clothing designs by altering garment elements (e.g., style, size). After watching the video clip, they were asked to answer a series of questions about the AI-designed clothing and themselves. The collected data were analyzed using AMOS 26.0. Results showed that, for male and female consumers, the quality value of AI-designed clothing led to enhanced WTP and WOM. However, emotional value and perceived ease of shopping appeared to be more crucial in increasing WTP and WOM for male than female consumers.

Rights

© 2023 The authors.

Published under a Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Original Publication Citation

Choi, D & Lee, H. (2024, 1 20). AI-designed clothing and perceived values: What can move consumers’ minds with the AI-designed clothing?. International Textile and Apparel Association Annual Conference Proceedings 80(1). https://doi.org/10.31274/itaa.17098

ORCID

0000-0002-4620-6712 (Choi)

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