IA for effective communication: impact on consumer purchase intention and loyalty in fashion
DOI:
https://doi.org/10.24137/raeic.12.24.9Keywords:
artificial intelligence, communication, consumer purchase intention, consumer loyalty, e-commerce, fashion, retailAbstract
E-commerce has transformed the fashion sector, driving companies to innovate and incorporate artificial intelligence (AI) elements into their communication strategies. This advancement has allowed the continued study of the Consumer Loyalty Theory from a more innovative perspective, identifying key concepts such as purchase intention and loyalty, and relating them to cognitive and affective factors derived from AI communication. The need to study e-commerce through a mixed methodology has been identified to evaluate the determining role of AI in consumer purchase intention and loyalty. The first study proposes the modelling of a structural equation based on a questionnaire (471 responses). The second study includes in-depth interviews (18) with experts in fashion e-commerce. The results highlight a strong social and human orientation in the application of AI within the fashion e-commerce sector.
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