Proceedings of the 2026 3rd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2026)

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

Authors
Yutong Zhu1, Xinjie Ye2, *, Yanwen Ruan3
1Shanghai University of Engineering Science, 201620, Shanghai, China
2The London School of Economics and Political Science, WC2A 2AE, Britain, United Kingdom
3Shanghai University of Engineering Science, 201620, Shanghai, China
*Corresponding author. Email: xinjieye@outlook.com
Corresponding Author
Xinjie Ye
Available Online 12 May 2026.
DOI
10.2991/978-94-6239-672-2_66How to use a DOI?
Keywords
Artificial intelligence; AI-generated design; UTAUT; Perceived warmth and competence; Purchase intention
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.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2026 3rd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2026)
Series
Advances in Economics, Business and Management Research
Publication Date
12 May 2026
ISBN
978-94-6239-672-2
ISSN
2352-5428
DOI
10.2991/978-94-6239-672-2_66How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yutong Zhu
AU  - Xinjie Ye
AU  - Yanwen Ruan
PY  - 2026
DA  - 2026/05/12
TI  - Consumer Purchase Intention Toward AI-Designed Fashion Products: An Extension of the UTAUT Framework
BT  - Proceedings of the 2026 3rd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2026)
PB  - Atlantis Press
SP  - 668
EP  - 674
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-672-2_66
DO  - 10.2991/978-94-6239-672-2_66
ID  - Zhu2026
ER  -