Ju-Young M. Kang, Ji Young Lee, Dooyoung Choi, Sumin Helen Koo
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Artificial intelligence-powered chatbots in the fashion sector: The Affect–Behavior–Cognition model of attitudes
This study employed the Affect–Behavior–Cognition model of attitudes to examine the influence of 471 social media users' hedonic shopping motivations on their cognitive and behavioral responses toward AI chatbots in the fashion sector, considering the moderating effect of omni-channel shopping tendencies. Structural equation modeling was employed for data analysis. This study found that cognitive responses (social and therapeutic shopping motivations) had an impact on affective responses (satisfaction with and attitude toward AI chatbots), which in turn influenced a behavioral response (word-of-mouth about AI chatbots). The results confirmed the moderating effect of omni-channel shopping tendencies on customer reactions to AI chatbots.
期刊介绍：
Publishing original research and scholarly reviews in areas of family and consumer sciences and related disciplines, Family & Consumer Sciences Research Journal is concerned with the general well-being of families and individuals, including such areas as child and family studies; clothing and textiles; consumer sciences education; family economics and management; food and nutrition; and housing, equipment, and design.
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