Exploring Chinese Millennials’ Purchase Intentions for Clothing with AI-Generated Patterns from Premium Fashion Brands: An Integration of the Theory of Planned Behavior and Perceived Value Perspective

Exploring Chinese Millennials’ Purchase Intentions for Clothing with AI-Generated Patterns from Premium Fashion Brands: An Integration of the Theory of Planned Behavior and Perceived Value Perspective

Premium fashion brands are increasingly adopting Generative Artificial Intelligence (GenAI) to reduce costs and enhance creativity. However, consumers have mixed perceptions of clothing with AI-generated patterns (CAGPs) launched by premium fashion brands, especially in online shopping contexts wher...

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Bibliographic Details
Main Authors: Xinjie Huang, Chuanlan Liu, Jiayao Wang, Jingjing Zheng
Format: Article
Language:English
Published: MDPI AG 2025-06-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
generative artificial intelligence
clothing pattern
premium brand
Chinese Millennials
perceived value
purchase intention
Online Access:https://www.mdpi.com/0718-1876/20/2/141
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