Study on the Impact of Thai Consumers’ Personal Tendencies on Their Attitudes and Adoption Intentions toward AI Fashion Curation Services

Puntos clave

• The study aims to explore how Thai consumers' personal tendencies shape their attitudes towards AI fashion curation services and how those attitudes affect adoption intentions.
• Conducted an online survey among Thai consumers aged 20-30.
• Collected and analyzed data from 197 respondents using SmartPLS.
• Applied structural equation modeling to evaluate the constructs.
• Curiosity, materialism, and individuality significantly influenced consumer attitudes.
• Positive attitudes towards AI fashion curation led to higher adoption intentions.
• The structural model demonstrated high explanatory power based on fit indices.

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