Citation

Fong, Chian Ming (2025) Exploring the influence of consumer perception on AI generated fashion design. Masters thesis, Multimedia University.

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Abstract

In the rapidly evolving world of fashion, Artificial Intelligence (AI) has emerged as a transformative force, reshaping both the creative process and consumer experiences. This study investigates the factors driving consumer acceptance of AI-generated fashion designs by integrating constructs from the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), with a particular focus on Emotional Appeal as a moderating variable. Grounded in a quantitative research approach, data were collected through structured online surveys targeting adults familiar with e-commerce and digital fashion platforms. The results highlight that Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) significantly shape consumers’ attitudes, while Subjective Norms (SN) and Perceived Behavioural Control (PBC) further influence intentions to adopt AIdriven designs. Notably, Emotional Appeal intensifies the impact of PU and PEOU on attitudes, underscoring the importance of affective engagement in the fashion sector. These findings offer both theoretical enrichments, by demonstrating the value of combining cognitive, social, and emotional constructs, which offer practical guidance for developers, marketers, and fashion brands aiming to create AI solutions that are not only efficient and user-friendly but also emotionally resonant. Future research could employ longitudinal methods, explore trust and sustainability factors, and expand demographic diversity to deepen understanding of AI adoption in creative industries.

Item Type:	Thesis (Masters)
Additional Information:	Call No.: HC79.T4 F66 2025
Uncontrolled Keywords:	Technological innovations—Economic aspects
Subjects:	H Social Sciences > HC Economic History and Conditions > HC79 Special Topics. Including air pollution, automation, consumer demand, famines, flow of funds, etc.
Divisions:	Faculty of Management (FOM) > MBA Programme
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	22 May 2025 08:40
Last Modified:	22 May 2025 08:40
URII:	http://shdl.mmu.edu.my/id/eprint/13811

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