Consumer Reviews on the Voice-enabled AI Visual Assistants for Fashion Recommendation : A Study of Amazon Echo Look

This study explores consumer usage and perceptions of Amazon’s Echo Look, an AI-powered fashion assistant, to enhance understanding of consumer behavior and improve future AI fashion technologies. Using consumer review data collected from Amazon’s website for the period 2017–2020, the research employed text mining techniques, including keyword analysis and co-occurrence network analysis, to identify key themes and factors influencing satisfaction and dissatisfaction. The results revealed that frequently mentioned keywords, such as styling, photos, and Alexa functionality, highlighted the product’s appeal for managing personal style. Positive reviews praised photo quality, styling suggestions, and Alexa integration, while negative reviews focused on Wi-Fi connectivity issues, technical failures, and ineffective fashion advice. Applying Hassenzahl’s psychological needs framework, the study found that the Echo Look met needs such as competence, autono- my, and relatedness but fell short in addressing privacy concerns and customization. The findings of this study provide insights into consumers’ psychological and emotional responses to AI-powered fashion assistants, emphasizing the need for improved technical functionality, personalization, and user-centric design to enhance future developments in this domain.