CONSUMER INNOVATIVENESS AND AI-ENABLED EASE OF USE: EXAMINING PURCHASE INTENTION IN DIGITAL FASHION RETAIL

Auteurs-es

  • Raja Muneeb Anwar Independent Researcher, United Kingdom
  • Syeda Fatima Hussain Independent Researcher, United Kingdom
  • Zia Rasheed Independent Researcher, United Kingdom
  • Muhammad Shoaib Independent Researcher, United Kingdom
  • Haseeb Anwar Independent Researcher, United Kingdom
  • Ebrahim Mollik Independent Researcher, United Kingdom

DOI :

https://doi.org/10.46827/ejhrms.v10i1.2145

Mots-clés :

consumer innovativeness, artificial intelligence (AI), AI-enabled ease of use, purchase intention, digital fashion retail

Résumé

The increasing integration of artificial intelligence (AI) in digital fashion retail has transformed how consumers interact with online shopping platforms. While prior research has predominantly focused on technological attributes such as perceived usefulness, limited attention has been given to the role of individual consumer traits in shaping AI adoption outcomes. Addressing this gap, the present study examines the influence of consumer innovativeness on purchase intention in AI-enabled digital fashion retail, with AI-enabled ease of use proposed as a mediating mechanism. Drawing on the Technology Acceptance Model (TAM) and consumer innovativeness theory, a quantitative, cross-sectional research design was employed. Data were collected through an online survey of 204 UK fashion consumers and analysed using regression-based mediation analysis. The results indicate that consumer innovativeness has a significant positive effect on purchase intention and on perceptions of AI-enabled ease of use. Furthermore, AI-enabled ease of use partially mediates the relationship between consumer innovativeness and purchase intention, highlighting usability as a key mechanism through which innovative tendencies translate into behavioural outcomes. These findings extend TAM by positioning consumer innovativeness as an antecedent of perceived ease of use in AI-driven retail contexts. Practically, the study underscores the importance of intuitive AI design, consumer segmentation based on innovativeness, and strategic onboarding in digital fashion retail. Overall, this research contributes to a more consumer-centric understanding of AI adoption and offers actionable insights for fashion retailers and AI developers.

 

JEL: M31, O33, D91, L81

Biographies de l'auteur-e

  • Raja Muneeb Anwar, Independent Researcher, United Kingdom

    Raja Muneeb Anwar is a postgraduate scholar in International Business with Human Resource Management. His academic interests focus on human capital development, employee engagement, organisational behaviour, and the role of HR practices in supporting organisational performance. He has a strong interest in the intersection of people management and business strategy, particularly within service-oriented and international business contexts. His research aims to contribute to understanding how effective HRM frameworks can enhance workforce performance and organisational sustainability.

  • Syeda Fatima Hussain, Independent Researcher, United Kingdom

    Syeda Fatima Hussain is a postgraduate scholar in International Business with academic training and professional experience across the banking and service sectors. She holds an MSc in International Business from Ulster University, United Kingdom, and a BBA (Hons) in Finance. Her professional background includes roles in banking, customer relationship management, and administrative services in the UK, Pakistan, and the UAE. Her academic and professional interests focus on service quality, customer relationship management, organisational practices, and performance management within international and emerging market contexts.

  • Zia Rasheed, Independent Researcher, United Kingdom

    Zia Rasheed is an IT professional and researcher with expertise in computer networks, systems security, and enterprise information systems. He holds an MSc in Computer Networks and Systems Security from the University of Hertfordshire, UK, and a BSc in Computer Systems Engineering. He has professional experience as an IT Support Engineer and Network Administrator in the UK, with strong exposure to cybersecurity, network infrastructure, and enterprise system management. His research and professional interests focus on digital infrastructure, cybersecurity, and the role of information systems in enhancing organisational performance.

  • Muhammad Shoaib, Independent Researcher, United Kingdom

    Muhammad Shoaib is a postgraduate researcher with an academic background in Human Resource Management. He holds an MSc in Human Resource Management from Ulster University, United Kingdom. His research interests include employee behaviour, organisational commitment, talent management, and the strategic role of HR practices in improving employee retention and organisational performance, particularly within service-oriented and emerging economy contexts.

  • Haseeb Anwar, Independent Researcher, United Kingdom

    Haseeb Anwar is a postgraduate researcher with an academic background in International Business and Marketing. His research interests focus on digital consumer behavior, AI-enabled retail technologies, brand engagement, and purchase intention in online environments. He is particularly interested in examining how artificial intelligence and data-driven personalization strategies influence consumer decision-making and brand loyalty in competitive digital markets.

  • Ebrahim Mollik, Independent Researcher, United Kingdom

    Ebrahim Mollik is an early-career researcher with strong research interests in banking, organisational performance, human resource management, and digital transformation in emerging economies. He has published multiple peer-reviewed articles in reputable international journals, including IEEE Access, MDPI journals, and EJEFR, with research spanning employee turnover, fintech, cybersecurity, and SME development. In addition to his publication record, he serves as a reviewer for multiple academic journals, contributing to the scholarly peer-review process. He has actively participated in numerous international open-access conferences, both online and in person. His current research focuses on workforce sustainability, technology-driven transformation, and performance optimisation in financial institutions.

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Publié

2026-03-02

Numéro

Vol. 10 No. 1 (2026)

Rubrique

Articles