Impact of Artificial Intelligence on the Purchase Intention of Smart Fashion Products

Background: Technological advances have brought about drastic changes in many aspects of humanity, especially in business production and consumer buying behaviour. Understanding consumers' perceptions of the application of artificial intelligence (AI) in fashion product purchasing is a fascinating topic currently receiving attention from many scientists, business professionals, and related fields. Objective: The study multidimensionally explained the behaviour of using AI technology to purchase fashion products, using a combination of the cognition–affect–behaviour paradigm and the technology acceptance model. Methodology: The study's design was a descriptive survey, with a structured questionnaire as the instrument for data collection. SPSS software version 23 and AMOS version 24 were used to analyse the data. Data were obtained from 278 young consumers in Vietnam. Results: Analysis results show that AI technology positively affects consumers' intentions to purchase smart fashion products through perceived usefulness and concerns about personal information security. What is especially interesting is that consumers perceive the usefulness of AI technology more than they worry about personal information security in this shopping activity. Conclusion: The research concludes that AI is essential in smart fashion, which is one of the foundations for sustainable fashion development. Unique contribution: The article helps propose authentic and effective measures so that consumers feel more confident and useful when buying fashion products online. Key Recommendation: Businesses producing and trading fashion products need to take full advantage of AI applications to develop sustainable fashion. They also need to ensure the safety and security of consumers' personal information, increase trust, and help them feel the usefulness that AI brings.