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AI chatbots with visual search: Impact on luxury fashion shopping behavior

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  • Le Qi
  • Eunju Ko
  • Minjung Cho

Abstract

This study investigates the impact of artificial intelligence (AI) chatbots with visual search capabilities on consumer behavior within the fashion shopping sector. In particular, this research addresses a gap in the existing literature, which has primarily focused on the technical aspects or text-based functions of AI chatbots. By extending the technology acceptance model, the study examines how factors like image ubiquity and credibility influence perceived usefulness, ease of use, consumer attitudes, and intention to use AI chatbot image search services. Additionally, the moderating effect of previous chatbot usage experience has been confirmed. The findings are intended to provide theoretical insights and practical implications for fashion brands and e-commerce platforms seeking to leverage AI technology to improve consumer engagement, satisfaction, and shopping experience.

Suggested Citation

  • Le Qi & Eunju Ko & Minjung Cho, 2025. "AI chatbots with visual search: Impact on luxury fashion shopping behavior," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 35(2), pages 99-117, April.
    • Handle: RePEc:taf:jgsmks:v:35:y:2025:i:2:p:99-117
    DOI: 10.1080/21639159.2024.2429497
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