Exploring Chinese Millennials’ Purchase Intentions for Clothing with AI-Generated Patterns from Premium Fashion Brands: An Integration of the Theory of Planned Behavior and Perceived Value Perspective
Premium fashion brands are increasingly adopting Generative Artificial Intelligence (GenAI) to reduce costs and enhance creativity. However, consumers have mixed perceptions of clothing with AI-generated patterns (CAGPs) launched by premium fashion brands, especially in online shopping contexts wher...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-06-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/20/2/141 |
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| author | Xinjie Huang Chuanlan Liu Jiayao Wang Jingjing Zheng |
| author_facet | Xinjie Huang Chuanlan Liu Jiayao Wang Jingjing Zheng |
| author_sort | Xinjie Huang |
| collection | DOAJ |
| description | Premium fashion brands are increasingly adopting Generative Artificial Intelligence (GenAI) to reduce costs and enhance creativity. However, consumers have mixed perceptions of clothing with AI-generated patterns (CAGPs) launched by premium fashion brands, especially in online shopping contexts where consumers cannot examine physical products firsthand. This study integrates the Theory of Planned Behavior (TPB) with Customer Perceived Value (CPV) to investigate Chinese Millennials’ attitudes and purchase intentions toward online purchases of CAGPs launched by premium fashion brands. Using a purposive sampling approach, the study collected 471 valid responses from Chinese Millennials. Structural equation modeling (SEM) was then employed to test the proposed model and hypotheses. The results reveal that perceived brand design effort and perceived price value are primary drivers of purchase intention for CAGPs from premium fashion brands, while perceived aesthetic value significantly shapes consumer attitudes. The subjective norm and attitude positively influence purchase intention. This study sheds light on the roles of aesthetic, emotional, monetary and social factors in driving purchase intention, offering practical suggestions for premium brands’ product design and marketing strategies. |
| format | Article |
| id | doaj-art-cde4f13105b44d8e9526f0cfba00be6d |
| institution | OA Journals |
| issn | 0718-1876 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-cde4f13105b44d8e9526f0cfba00be6d2025-08-20T02:21:13ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762025-06-0120214110.3390/jtaer20020141Exploring Chinese Millennials’ Purchase Intentions for Clothing with AI-Generated Patterns from Premium Fashion Brands: An Integration of the Theory of Planned Behavior and Perceived Value PerspectiveXinjie Huang0Chuanlan Liu1Jiayao Wang2Jingjing Zheng3College of Textile Science and Engineering (International Institute of Silk), Zhejiang Sci-Tech University, Hangzhou 310018, ChinaDepartment of Textiles, Apparel Design, and Merchandising, College of Agriculture, Louisiana State University, Baton Rouge, LA 70803, USASchool of Fashion Design & Engineering, Zhejiang Sci-Tech University, Hangzhou 310018, ChinaSchool of Fashion Design & Engineering, Zhejiang Sci-Tech University, Hangzhou 310018, ChinaPremium fashion brands are increasingly adopting Generative Artificial Intelligence (GenAI) to reduce costs and enhance creativity. However, consumers have mixed perceptions of clothing with AI-generated patterns (CAGPs) launched by premium fashion brands, especially in online shopping contexts where consumers cannot examine physical products firsthand. This study integrates the Theory of Planned Behavior (TPB) with Customer Perceived Value (CPV) to investigate Chinese Millennials’ attitudes and purchase intentions toward online purchases of CAGPs launched by premium fashion brands. Using a purposive sampling approach, the study collected 471 valid responses from Chinese Millennials. Structural equation modeling (SEM) was then employed to test the proposed model and hypotheses. The results reveal that perceived brand design effort and perceived price value are primary drivers of purchase intention for CAGPs from premium fashion brands, while perceived aesthetic value significantly shapes consumer attitudes. The subjective norm and attitude positively influence purchase intention. This study sheds light on the roles of aesthetic, emotional, monetary and social factors in driving purchase intention, offering practical suggestions for premium brands’ product design and marketing strategies.https://www.mdpi.com/0718-1876/20/2/141generative artificial intelligenceclothing patternpremium brandChinese Millennialsperceived valuepurchase intention |
| spellingShingle | Xinjie Huang Chuanlan Liu Jiayao Wang Jingjing Zheng Exploring Chinese Millennials’ Purchase Intentions for Clothing with AI-Generated Patterns from Premium Fashion Brands: An Integration of the Theory of Planned Behavior and Perceived Value Perspective Journal of Theoretical and Applied Electronic Commerce Research generative artificial intelligence clothing pattern premium brand Chinese Millennials perceived value purchase intention |
| title | Exploring Chinese Millennials’ Purchase Intentions for Clothing with AI-Generated Patterns from Premium Fashion Brands: An Integration of the Theory of Planned Behavior and Perceived Value Perspective |
| title_full | Exploring Chinese Millennials’ Purchase Intentions for Clothing with AI-Generated Patterns from Premium Fashion Brands: An Integration of the Theory of Planned Behavior and Perceived Value Perspective |
| title_fullStr | Exploring Chinese Millennials’ Purchase Intentions for Clothing with AI-Generated Patterns from Premium Fashion Brands: An Integration of the Theory of Planned Behavior and Perceived Value Perspective |
| title_full_unstemmed | Exploring Chinese Millennials’ Purchase Intentions for Clothing with AI-Generated Patterns from Premium Fashion Brands: An Integration of the Theory of Planned Behavior and Perceived Value Perspective |
| title_short | Exploring Chinese Millennials’ Purchase Intentions for Clothing with AI-Generated Patterns from Premium Fashion Brands: An Integration of the Theory of Planned Behavior and Perceived Value Perspective |
| title_sort | exploring chinese millennials purchase intentions for clothing with ai generated patterns from premium fashion brands an integration of the theory of planned behavior and perceived value perspective |
| topic | generative artificial intelligence clothing pattern premium brand Chinese Millennials perceived value purchase intention |
| url | https://www.mdpi.com/0718-1876/20/2/141 |
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