AI Chatbots with Visual Search: Impact on Luxury Fashion Shopping Behavior
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.
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Credibility and image ubiquity positively influence perceived usefulness and ease of use, thereby boosting attitude and intentions to use visual search AI chatbots.
“Qi et al. [6] show that credibility and image ubiquity positively influence perceived usefulness and ease of use, thereby boosting attitude and intentions to use visual search AI chatbots.”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as Qi et al. [6]
Systems designed to minimize friction augment perceived utility and user satisfaction, thereby reinforcing trust and subsequent intention outcomes.
“Systems designed to minimize friction (e.g., expedited information access, simplified input, structured guidance, enhanced navigation) augment perceived utility and user satisfaction, thereby reinforcing trust and subsequent intention outcomes (e.g., retention, purchase intention, reliance-oriented metrics) [6,44,45,48,50,52,67,69].”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [6]
Purchase intention/adoption intention is mostly positive via utility/trust, but can decrease under high autonomy.
“Mostly positive via utility/trust, but can decrease under high autonomy”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [6]
The utility chain dominates: quality/usefulness leads to attitude/satisfaction, which leads to intention.
“Utility chain dominates: quality/usefulness → at-titude/satisfaction → intention.”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [6]
High-autonomy cues can reduce intention via powerlessness/threat-to-freedom, unless urgency/scarcity raises benefit salience and attenuates resistance.
“High-autonomy cues can reduce intention via powerless-raises benefit salience and attenuates resistance. ness/threat-to-freedom, unless urgency/scarcity”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [6]
Cites
Perceived usefulness, perceived ease of use, and user acceptance of information technology
Davis, F. D. (1989) · MIS Quarterly · doi:10.2307/249008 · Cited by 68,483 · see citing works
Technology acceptance model: a literature review from 1986 to 2013
Marangunić, N., & Granić, A. (2015) · Universal Access in the Information Society · doi:10.1007/s10209-014-0348-1 · Cited by 2,458 · see citing works
Filieri, R., McLeay, F., Tsui, B., & Lin, Z. (2018) · Information & Management · doi:10.1016/j.im.2018.04.010 · Cited by 477 · see citing works
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Balaskas, S. (2026) · Information · doi:10.3390/info17030222 · Cited by 8 · see citing works
- Authors
- Qi, L., Ko, E., & Cho, M.
- Affiliations
- Yonsei University (KR)
- Hong Kong Polytechnic University (HK)
- Corresponding author
- Ko, Eunju
- Venue
- Journal of Global Scholars of Marketing Science
- Publisher
- Informa UK Limited
- Published
- 2025-02-11
- Volume
- 35
- Issue
- 2
- Pages
- 99-117
- ISSN
- 2163-9159 (ISSN-L)
- 2163-9167
- OpenAlex
- W4407380750
- Cited by
- 13
- References
- 3
- Citations by year
- 2026: 5 · 2025: 8
- FWCI
- 5.26
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Global Scholars of Marketing Science (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Keywords
- AI chatbots, visual search, luxury fashion, shopping behavior, technology acceptance model, credibility, perceived usefulness, perceived ease of use, consumer attitudes, intention to use, e-commerce
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