인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
This study examined the perceived uniqueness of AI-generated fashion stores on brand attitude change serially mediated by the consumers’ affective responses. The participants viewed seven surreal images of Nike stores created by generative AI. The key variables included perceived uniqueness, pleasure, brand liking, and brand attitude change, measured as the difference between evaluations before and after image exposure. The data from 181 participants were analyzed using exploratory factor analysis, reliability analysis, and Hayes’s PROCESS macro (Model 6). The results showed that the perceived uniqueness indirectly influenced brand attitude change through sequential mediation involving pleasure and brand liking. Neither the direct effect nor the single mediation paths were significant, highlighting the importance of the emotional sequence. These findings suggest that the consumers’ perception of uniqueness in AI-generated, fantastical visuals evokes emotional pleasure, which strengthens the emotional attachment to the brand and leads to more favorable brand attitudes. This indicates the role of emotional engagement in shaping the consumer responses to AI-driven retail experiences. Regardless of real-world feasibility, such content can serve as a powerful catalyst for enhancing the brand image and consumer connection, positioning generative AI as a strategic creative asset in future fashion retail.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
최근 본 자료 전체보기
UCI(KEPA) : I410-151-25-02-094090917
