: 10.56472/25835238/IRJEMS-V5I8P109
Vladyslav Ridko. "Consumer Responses to AI-Generated Fashion Models: The Roles of Labelling and Product Involvement" International Research Journal of Economics and Management Studies, Vol. 5, No. 8, pp. 101-111, 2026. Crossref. https://doi.org/10.56472/25835238/IRJEMS-V5I8P109
In today’s e-commerce environment, visual product presentation is extremely important for online fashion retailers. This research examines how AI-generated fashion models impact consumer trust and purchase intent in e-commerce platforms. Three hypotheses were set regarding the effects of fashion model source, labelling condition and product involvement level. The research is quantitative and uses an experimental online questionnaire to collect primary data. A total of 145 valid responses were analysed using reliability analysis, confirmatory factor analysis, descriptive statistics, one-way analysis of variance and Tukey post-hoc tests. The results showed that website presentations involving human fashion models were evaluated more favourably than presentations involving AI-generated fashion models in terms of both consumer trust and purchase intent. The AI labelled condition produced the weakest results, while the differences between the experimental conditions became stronger in the high-involvement product context. All proposed hypotheses were supported. The findings show that the source of fashion model presentation matters for consumer evaluation, that disclosure of AI use does not necessarily improve consumer reactions, and that product involvement level plays an important role in shaping the strength of these effects.
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AI Disclosure, AI-Generated Fashion Models, Consumer Trust, E-Commerce, Product Involvement, Purchase Intent.