패션소비자의 AI 기반 개인화 쇼핑 서비스 지속이용의도 - 가치기반수용모델 관점 -

Abstract

Artificial Intelligence (AI) is rapidly reshaping the fashion business, fostering innovation across trend fore- casting, product design, and customer service. In particular, AI-driven personalized shopping services have emerged as essential tools for enhancing and optimizing consumers' shopping experiences. This study aimed to understand fashion consumers’ adoption of AI-driven personalized shopping services by applying the extended value-based acceptance model. Thus, this study investigated the impact of perceived benefits and sacrifices of using AI-based personalized shopping ser- vices on perceived value and continuance intention. This study also examined which characteristics of AI-based per- sonalized shopping services influence perceived benefits and sacrifices. A nationwide online survey was conducted to collect data from 492 female consumers in their twenties who had utilized AI-based personalized shopping services on a fashion shopping platform. Higher-order structural equation modeling was employed for data analysis. The findings are as follows: First, perceived benefits enhanced perceived value, whereas perceived sacrifices diminish it. Perceived value subsequently determined the continuance intention to use AI-based personalized shopping services, Specifically, per- ceived benefits had a greater impact on perceived value than perceived sacrifices. Second, omnipresence, accuracy, exper- tise, recency, and playfulness enhanced perceived benefits, whereas social presence alone affected perceived sacrifices. This study provides theoretical and practical implications, highlighting how fashion retail platforms can plan AI-based per- sonalized shopping services to maximize the fashion consumer experience value.