Document Type

Conference Paper

Publication Date

2024

DOI

10.31274/itaa.17097

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 explores how perceived scarcity of AI-designed clothing influences purchase intention, mediated by perceived monetary value. Fashion involvement's moderating role is also examined. Participants (N = 311), sourced from Amazon Mechanical Turk, watched an AI clothing design video, and evaluated a jacket that is designed by AI. Responses on perceived scarcity, monetary value, purchase intentions, and fashion involvement were collected using Likert scales. Analyzing data with SPSS 28.0 and the PROCESS Macro Model 8 with 5,000 bootstrap samples suggested that although the scarcity of an AI-designed clothing alone may not significantly increase purchase intentions, fashion brands can leverage the perception of scarcity if the product can be perceived as of good value for the money. The effect will be particularly stronger if the brands’ target consumers tend to have low involvement in fashion.

Rights

© 2023 The Authors.

Published under a Creative Commons Attribution 4.0 International (CC BY 4.0) License.

Original Publication Citation

Choi, D & Lee, H. (2024). Will the scarcity of AI-designed clothing influence consumers to purchase?. International Textile and Apparel Association Annual Conference Proceedings 80(1). https://doi.org/10.31274/itaa.17097

ORCID

0000-0002-4620-6712 (Choi)

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