From Browsing to Decision: How Artificial Intelligence Systems Influence the Modern Fashion Consumer Journey

The present study examines the roles of perceived quality (PQY) and technology attitudes (TAS) in affecting customers’ attitudes toward artificial intelligence (ATAI). The study also explores ATAI’s influence on customer experience (CEE), fashion involvement (FIT), marketing analytics capability (MAC), and customer purchase decisions (PDN) among Saudi fashion retail customers. The study is based on a rigorous review of the literature, and two theories, the Technology Acceptance Model (TAM) and the Consumer Decision-Making Theory (CDMT), underpin the study framework. The study is quantitative, and the results are based on a sample size of 344. Using path analysis, the study indicates a positive effect of PQY and TAS on ATAI. ATAI is a positive predictor of FIT, CEE, and PDN, but a negative predictor of MAC. In addition, factors such as CEE and MAC positively affect PDN. Finally, FIT mediates the link between ATAI and PDN. The study’s findings assist retailers in developing AI-based solutions to improve marketing strategies and drive sales. This study contributes to AI acceptance in retail, encouraging researchers and policymakers to embrace the use of AI in consumer markets. Finally, this study’s outcomes enrich the existing literature with empirical evidence from Saudi Arabia.