Consumer Purchase Intention Toward AI-Designed Fashion Products: An Extension of the UTAUT Framework

Yutong Zhu, Xinjie Ye () and Yanwen Ruan
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Yutong Zhu: Shanghai University of Engineering Science
Xinjie Ye: The London School of Economics and Political Science
Yanwen Ruan: Shanghai University of Engineering Science

A chapter in Proceedings of the 2026 3rd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2026), 2026, pp 668-674 from Springer

Abstract: Abstract As artificial intelligence increasingly assumes creative roles in product design, consumers respond not only to its technological performance but also to the social qualities embodied by AI agents. Drawing on the UTAUT and SCM frameworks, this study examines consumers’ purchase intentions toward AI-designed fashion products through two pathways: an expectation-oriented path (performance expectancy, effort expectancy) and an environmental support path (social influence, facilitating conditions). Results show that both pathways positively influence purchase intention and shape perceptions of AI designers’ ability and warmth, which further enhance purchase intention—especially perceived warmth—indicating that acceptance of AI-designed products depends not only on functional evaluation but also on social perceptions of AI as a design agent.

Keywords: Artificial intelligence; AI-generated design; UTAUT; Perceived warmth and competence; Purchase intention (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-672-2_66

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