Artificial Intelligence Impact on Consumers Purchase Decision: Online Apparel Market in India

Abstract

The rapid progress of technology has altered the way people shop. Artificial Intelligence has revolutionized the fashion and apparel industries in recent decades. This study shows how AI influences consumer purchasing decisions in India. Among many other online markets, the online apparel industry is one of the fastest expanding. AI improves the analysis of fashion trends and consumer needs. Many businesses now use Artificial Intelligence to estimate sales and the future because of its exceptional capacity to collect and analyze large volumes of data and make choices. The information gathered is used to provide personalized suggestions for each consumer—the quantitative research approach used in this study. A survey of 200 young males and girls who buy clothes on various e-commerce clothing websites was undertaken to determine the impact of AI on their purchasing decisions. To determine the link between these variables, correlation and regression analyses were used. SPSS was used to examine the data. The findings indicated a new approach for managers to develop a marketing plan for fashion and apparel companies. These findings suggest that AI helps build demand among individuals, but it fails to create strong perceptions in customers minds. However, there is a positive relationship between consumer demand and consumer perceptions, due to which consumers will be motivated to purchase fashion and apparel products. The findings revealed that Artificial Intelligence and customer buying decisions had a significant relationship.