Artificial Intelligence for effective communication: impact on consumer purchase intention and loyalty in fashion

Abstract

E-commerce has transformed the fashion sector, driving companies to innovate and incorporate artificial intelligence (AI) elements into their communication strategies, this is reflected in consumers' purchase intention and loyalty. This advancement has allowed the continued study of the Consumer Loyalty Theory from a more innovative perspective, identifying key concepts such as purchase intention and loyalty, and relating them to cognitive and affective factors derived from AI communication. The need to study e-commerce through a mixed methodology has been identified to evaluate the determining role of AI in consumer purchase intention and loyalty. The first study proposes the modelling of a structural equation based on a questionnaire (471 responses). The second study includes in-depth interviews (18) with experts in fashion e-commerce. The humanization of the digital experience and the empathetic use of advanced technology strengthen consumer loyalty in digital fashion by fostering emotional connections, transparent communication, and AI-driven personalization.