The Influence of Artificial Intelligence on Generation Z’s Online Fashion Purchase Intention
The advance of digitalization has generated an ever-increasing number of options in the digital sphere. This phenomenon has transformed multiple sectors, including e-commerce and, in particular, the fashion industry. Artificial intelligence (AI) has emerged as a powerful tool that is redefining the...
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| Format: | Article |
| Language: | English |
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MDPI AG
2024-10-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/19/4/136 |
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| author | Carmen Ruiz-Viñals Marilé Pretel-Jiménez José Luis Del Olmo Arriaga Albert Miró Pérez |
| author_facet | Carmen Ruiz-Viñals Marilé Pretel-Jiménez José Luis Del Olmo Arriaga Albert Miró Pérez |
| author_sort | Carmen Ruiz-Viñals |
| collection | DOAJ |
| description | The advance of digitalization has generated an ever-increasing number of options in the digital sphere. This phenomenon has transformed multiple sectors, including e-commerce and, in particular, the fashion industry. Artificial intelligence (AI) has emerged as a powerful tool that is redefining the online shopping experience. However, there is little research on how AI influences this purchasing process, limiting its full exploitation. This study provides new insight into how artificial intelligence influences online purchase intention in this sector by examining Generation Z consumers’ attitude and purchase intention using the Echo Look AI device. This study involved 210 university students aged between 18 and 25 years old who were surveyed in the cities of Madrid and Barcelona. The results indicate that perceived quality, attitude towards AI and perceived usefulness have a positive influence on purchase intention. Based on these results, theoretical and practical implications are discussed. |
| format | Article |
| id | doaj-art-e180e31618874dffae5f1fd8cf022041 |
| institution | DOAJ |
| issn | 0718-1876 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-e180e31618874dffae5f1fd8cf0220412025-08-20T02:53:20ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762024-10-011942813282710.3390/jtaer19040136The Influence of Artificial Intelligence on Generation Z’s Online Fashion Purchase IntentionCarmen Ruiz-Viñals0Marilé Pretel-Jiménez1José Luis Del Olmo Arriaga2Albert Miró Pérez3Business Management Department, University Abat Oliba CEU, 08022 Barcelona, SpainCommunication Department, University San Pablo CEU, 28003 Madrid, SpainBusiness Management Department, University Abat Oliba CEU, 08022 Barcelona, SpainBusiness Management Department, University Oberta de Catalunya, 08018 Barcelona, SpainThe advance of digitalization has generated an ever-increasing number of options in the digital sphere. This phenomenon has transformed multiple sectors, including e-commerce and, in particular, the fashion industry. Artificial intelligence (AI) has emerged as a powerful tool that is redefining the online shopping experience. However, there is little research on how AI influences this purchasing process, limiting its full exploitation. This study provides new insight into how artificial intelligence influences online purchase intention in this sector by examining Generation Z consumers’ attitude and purchase intention using the Echo Look AI device. This study involved 210 university students aged between 18 and 25 years old who were surveyed in the cities of Madrid and Barcelona. The results indicate that perceived quality, attitude towards AI and perceived usefulness have a positive influence on purchase intention. Based on these results, theoretical and practical implications are discussed.https://www.mdpi.com/0718-1876/19/4/136artificial intelligenceonline shoppingfashiongeneration ZTAM |
| spellingShingle | Carmen Ruiz-Viñals Marilé Pretel-Jiménez José Luis Del Olmo Arriaga Albert Miró Pérez The Influence of Artificial Intelligence on Generation Z’s Online Fashion Purchase Intention Journal of Theoretical and Applied Electronic Commerce Research artificial intelligence online shopping fashion generation Z TAM |
| title | The Influence of Artificial Intelligence on Generation Z’s Online Fashion Purchase Intention |
| title_full | The Influence of Artificial Intelligence on Generation Z’s Online Fashion Purchase Intention |
| title_fullStr | The Influence of Artificial Intelligence on Generation Z’s Online Fashion Purchase Intention |
| title_full_unstemmed | The Influence of Artificial Intelligence on Generation Z’s Online Fashion Purchase Intention |
| title_short | The Influence of Artificial Intelligence on Generation Z’s Online Fashion Purchase Intention |
| title_sort | influence of artificial intelligence on generation z s online fashion purchase intention |
| topic | artificial intelligence online shopping fashion generation Z TAM |
| url | https://www.mdpi.com/0718-1876/19/4/136 |
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