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Artificial intelligence in the fashion industry: consumer responses to generative adversarial network (GAN) technology

Kwonsang Sohn (School of Management, Kyung Hee University, Seoul, Republic of Korea )
Christine Eunyoung Sung (Jake Jabs College of Business and Entrepreneurship, Montana State University, Bozeman, Montana, USA)
Gukwon Koo (School of Management, Kyung Hee University, Seoul, Republic of Korea )
Ohbyung Kwon (School of Management, Kyung Hee University, Seoul, Republic of Korea )

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 21 September 2020

Issue publication date: 29 December 2020

6375

Abstract

Purpose

This study examines consumers' evaluations of product consumption values, purchase intentions and willingness to pay for fashion products designed using generative adversarial network (GAN), an artificial intelligence technology. This research investigates differences between consumers' evaluations of a GAN-generated product and a non-GAN-generated product and tests whether disclosing the use of GAN technology affects consumers' evaluations.

Design/methodology/approach

Sample products were developed as experimental stimuli using cycleGAN. Data were collected from 163 members of Generation Y. Participants were assigned to one of the three experimental conditions (i.e. non-GAN-generated images, GAN-generated images with disclosure and GAN-generated images without disclosure). Regression analysis and ANOVA were used to test the hypotheses.

Findings

Functional, social and epistemic consumption values positively affect willingness to pay in the GAN-generated products. Relative to non-GAN-generated products, willingness to pay is significantly higher for GAN-generated products. Moreover, evaluations of functional value, emotional value and willingness to pay are highest when GAN technology is used, but not disclosed.

Originality/value

This study evaluates the utility of GANs from consumers' perspective based on the perceived value of GAN-generated product designs. Findings have practical implications for firms that are considering using GANs to develop products for the retail fashion market.

Keywords

Acknowledgements

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2017S1A3A2066740).

Citation

Sohn, K., Sung, C.E., Koo, G. and Kwon, O. (2021), "Artificial intelligence in the fashion industry: consumer responses to generative adversarial network (GAN) technology", International Journal of Retail & Distribution Management, Vol. 49 No. 1, pp. 61-80. https://doi.org/10.1108/IJRDM-03-2020-0091

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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