Exploring the Key Factors that Lead to Intentions to Use AI Fashion Curation Services through Big Data Analysis

Abstract

An increasing number of companies in the fashion industry are using AI curation services. The purpose of this study is to investigate perceptions of and intentions to use AI fashion curation services among customers by using text mining. To accomplish this goal, we collected a total of 34,190 online posts from two Korean portals, Naver and Daum. We conducted frequency analysis to identify the most frequently mentioned keywords using Textom. The analysis extracted "various," "good," "many," "right," and "new" at the highest frequency, indicating that consumers had positive perceptions of AI fashion curation services. In addition, we conducted a semantic network analysis with the top-50 most frequently used keywords, classifying customers' perceptions of AI fashion curation services into three groups: shopping, platform, and business profit. We also identified the factors that boost continuous use intentions: usability, usefulness, reliability, enjoyment, and personalization. We conclude this paper by discussing the theoretical and practical implications of these findings.