생성형 AI 기반 가상 피팅 서비스 특성이 소비자 행동의도에 미치는 영향 - 자아일치성의 매개효과 분석

Abstract

With rising influence of generative AI throughout society recently, the fashion industry is responding by rapidly changing its traditional structure and paradigm from design to production and from distribution to consumer experience. In fact, the fashion industry, where trend forecasting is one of the key factors determining business success, is actively utilizing AI technology to provide consumers with differentiated experiences. Especially, as the virtual fitting market continues to grow annually, virtual fitting services utilizing generative AI to provide unique and personalized customer experiences are attracting attention of many fashion companies. However, few studies have investigated consumer experiences with such services. Therefore, this study aimed to explore the acceptance of these newly launched generative AI–based virtual fitting services from the perspective of consumers using self-congruence as a mediator. Our analysis confirmed that integrating generative AI in virtual fitting services could effectively support user purchases. The role of self-congruity was empirically validated. This study highlights the role and exploratory value of generative AI in the fashion industry. Furthermore, it provides valuable insights for the fashion industry in developing customized marketing strategies to enhance consumer satisfaction and positive attitudes.