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Nadeem, Soha (2023) Consumer perspectives on the use of ai in the fashion industry in Malaysia. [Dissertation (University of Nottingham only)]

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Abstract

Adoption of technology and use of AI has increased significantly in the retail world post-COVID-19, and hence global retailers are aiming for greater AI integration in order to align their products and services with customer expectations and preferences. In the fashion industry, AI is serving as an excellent tool to meet the rapidly changing customer demands, as well as to increase sales efficiency. Therefore, understanding consumer responses to AI has become critical for retailers to effectively maintain a significant competitive advantage and overall improve their marketing practices.

The aim of this dissertation is to understand how consumers perceive the use of artificial intelligence (AI) in the fashion industry in Malaysia and the purpose is to determine the factors that influence the behavioral intention to use AI and consequently influence consumers’ purchasing of fashion items.

In this study, the influence of the factors of Perceived Usefulness, Perceived Ease of Use, Trust, Enjoyment and Perceived Risk on Behavioral Intention to use AI and Purchases were assessed.

To collect data for this study, quantitative research was used, and an online survey questionnaire was conducted as the main research method, in which residents of Malaysia were asked about their perspectives on the AI feature of Zalora, an online fashion retailer in Malaysia. For analyzing this data, the main method of analysis was a regression analysis conducted on SPSS. The results and findings of this regression analysis were summarized and relevant conclusions were made.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	Nadeem, Soha
Date Deposited:	20 Feb 2023 05:11
Last Modified:	20 Feb 2023 05:11
URI:	https://eprints.nottingham.ac.uk/id/eprint/71593

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