Merchandising/Marketing/Retailing: Branding

The Role of Shopping Orientations and Intrinsic Experiential Value in Consumers’ Willingness to Follow Embodied-AI’s Advice in Fashion Shoe Stores

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Abstract

This study employs a synthesis of Intrinsic Motivation Theory with three shopping orientations, namely “adventure,” “idea,” and “personalized” shopping, in order to examine their potential influence on individuals' motivation towards shopping. We proposed that consumers’ experiential value of intrinsic enjoyment is an indispensable mediator that affects their willingness to follow EAI’s advice. The study offers novel insights into the way that consumers’ characteristics of influencing others’ clothing consumption affect their shopping motivations to find adventure and stimulation, keep up with new fashion trends and products information, and their preference to patronize stores and interact with store staff on a personal level. We proposed the intrinsic value as a key mediator in our research model and found that the three orientations of “adventure,” “idea,” and “personalizing” shopping affected consumers’ intrinsic enjoyment significantly. Our study establishes that a heightened perception of intrinsic enjoyment facilitates greater compliance with EAIs’ advice.

Keywords: Artificial Intelligence, embodied, experiential, fashion, shoes, value, robot, shopping orientation, Experiential value, embodied AI

How to Cite:

Song, C., Lee, J. & Choi, D., (2024) “The Role of Shopping Orientations and Intrinsic Experiential Value in Consumers’ Willingness to Follow Embodied-AI’s Advice in Fashion Shoe Stores”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17213