How Technology Characteristics and Social Factors Shape Consumer Behavior in Artificial Intelligence-Powered Fashion Curation Platforms

The rapid evolution of technology characteristics has significantly influenced various sectors including fashion in which technology-enabled platforms have increasingly been utilized to enhance personalization and consumer engagement. This study investigates the effect of these characteristics on consumer behavior within fashion curation platforms. Integrating the task-technology fit and the unified theory of acceptance and use of technology models, this study examines key constructs using structural equation modeling. Data were collected via a week-long survey of 300 Korean consumers using fashion curation platforms. The findings reveal that technology characteristics exert a significant influence on task-technology fit and effort expectancy. Additionally, hedonic motivation, social influence, and facilitating conditions were pivotal in shaping behavioral intention. The novelty of this work lies in extending the integrated-model framework to a fashion curation context to offer a more nuanced understanding. Moreover, the findings provide practical insights for optimizing technology-enabled fashion platforms to boost user adoption and engagement.