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A Study of the Effect of AI-Generated Image Recommendation Services on Purchasing Intentions for Online Shopping

Author

Listed:
  • Wu Tsaiyi

    (EM Normandie, France)

  • Youssef Tliche

    (EM Normandie, France)

  • Nadia El Nemr

    (ICD Business School, France)

  • Diana El Nemr

    (EM Normandie, France)

  • Hamdi Radhoui

    (IES Business School, France)

Abstract

The integration of artificial intelligence (AI) into online platforms has revolutionized the co-creation landscape, particularly in the fashion industry, where AI designers swiftly generate personalized products based on consumer preferences. This research extends the technology acceptance model to explore consumer perspectives and inclinations regarding AI-generated fashion items. The framework incorporates perceived utility, perceived simplicity, perceived risk, attitudes toward AI, and fashion engagement. Data were gathered through an online survey, and exploratory and confirmatory factor analyses were conducted to validate the model. The study highlights the significance of the model use and recommends improvements such as testing usability, gathering user feedback, providing clear instructions, and ensuring easy access to customer support. Meanwhile, the findings indicate that fashion enthusiasts are less likely to accept AI-driven design services, due to a need for transparency or better functionality.

Suggested Citation

  • Wu Tsaiyi & Youssef Tliche & Nadia El Nemr & Diana El Nemr & Hamdi Radhoui, 2025. "A Study of the Effect of AI-Generated Image Recommendation Services on Purchasing Intentions for Online Shopping," Journal of Electronic Commerce in Organizations (JECO), IGI Global Scientific Publishing, vol. 23(1), pages 1-30, January.
    • Handle: RePEc:igg:jeco00:v:23:y:2025:i:1:p:1-30
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    References listed on IDEAS

    as
    1. Sahi, Gurjeet Kaur & Devi, Rita & Gupta, Mahesh C. & Cheng, T.C.E., 2022. "Assessing co-creation based competitive advantage through consumers’ need for differentiation," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Umair Akram & Muhammad Kaleem Khan & Peng Hui & Yasir Tanveer & Zubair Akram, 2018. "Development of E-Commerce: Factors Influencing Online Impulse Shopping in China," Journal of Electronic Commerce in Organizations (JECO), IGI Global Scientific Publishing, vol. 16(2), pages 29-47, April.
    3. Purnawirawan, Nathalia & De Pelsmacker, Patrick & Dens, Nathalie, 2012. "Balance and Sequence in Online Reviews: How Perceived Usefulness Affects Attitudes and Intentions," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 244-255.
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