AI collaboration and fashion consumption intention: an empirical study based on perceived affordance and AI literacy

Purpose Human–AI collaborative design models are gradually becoming a significant force driving industry innovation. However, current research predominantly focuses on technical implementation and design efficiency, lacking in-depth exploration of how AI collaboration influences consumer psychology. This study, based on perceived affordance theory and the AI literacy framework, empirically investigates how human–AI collaborative design systems affect fashion consumption intention by influencing users’ cognitive evaluation and affective response. Design/methodology/approach A 2 (high/low affordance system) × 2 (high/low AI literacy) mixed experimental design was employed. Data were collected from 394 fashion consumers via questionnaires. Hypotheses were tested in SPSS and multi-group analysis. Findings The results indicate that: (1) the physical, cognitive and control affordances of the design system significantly positively influence users’ cognitive evaluation and affective response; (2) cognitive evaluation and affective response mediate the relationship between perceived affordance and consumption intention; (3) AI literacy strengthens the positive impact of affordance on cognitive and affective responses and (4) the influence of affective response on consumption intention is more pronounced among individuals with high fashion sensitivity. Originality/value This study reveals the dual-path psychological mechanism (cognitive and affective) through which AI collaborative design systems influence fashion consumption intention, integrating perceived affordance theory and AI literacy. It expands the application of technology acceptance and experiential economy theories in the AI context, emphasizing the core role of affective response in fashion consumption. The findings provide a theoretical basis and practical guidance for fashion enterprises to optimize human-AI collaboration strategies.