AI chatbots with visual search: Impact on luxury fashion shopping behavior

Le Qi, Eunju Ko and Minjung Cho

Journal of Global Scholars of Marketing Science, 2025, vol. 35, issue 2, 99-117

Abstract: This study investigates the impact of artificial intelligence (AI) chatbots with visual search capabilities on consumer behavior within the fashion shopping sector. In particular, this research addresses a gap in the existing literature, which has primarily focused on the technical aspects or text-based functions of AI chatbots. By extending the technology acceptance model, the study examines how factors like image ubiquity and credibility influence perceived usefulness, ease of use, consumer attitudes, and intention to use AI chatbot image search services. Additionally, the moderating effect of previous chatbot usage experience has been confirmed. The findings are intended to provide theoretical insights and practical implications for fashion brands and e-commerce platforms seeking to leverage AI technology to improve consumer engagement, satisfaction, and shopping experience.

Date: 2025
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DOI: 10.1080/21639159.2024.2429497

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