AI Body-Scan Smart Fitting Rooms and Consumer Purchase Intention

The integration of artificial intelligence (AI) in retail has transformed the consumer shopping experience, particularly in the apparel sector. This study examines the impact of AI body-scan smart fitting rooms on purchase intention among young fashion consumers in India. Using the Stimulus–Organism–Response Model, the research evaluates how technological and experiential factors influence perceived value and behavioral outcomes. Primary data was collected from 248 respondents through a structured questionnaire . The findings reveal that while consumers show moderately positive attitudes toward AI fitting rooms, perceived value is the only statistically significant predictor of purchase intention. Other factors such as usefulness, ease of use, enjoyment, fit accuracy, and interactivity contribute indirectly by shaping perceived value. Privacy concerns, although present, do not significantly deter adoption. The study concludes that AI fitting rooms are more likely to be adopted when they create clear value rather than relying solely on technological sophistication.