THE IMPACT OF AI CHATBOT ATTRIBUTES ON CONSUMER PURCHASE INTENTION IN THE FAST-FASHION INDUSTRY: THE MEDIATING ROLE OF ATTITUDE

Abstract

This study investigates the AI Chatbot attributes that influence consumer purchase intentions for fast-fashion products on e-commerce platforms in Ho Chi Minh City. By extending the Technology Acceptance Model (TAM), the research framework incorporates Perceived Enjoyment, Personalization, Perceived Risk, and Trust to provide a comprehensive view of digital consumer behavior. A quantitative approach was employed, utilizing data collected from 169 valid respondents through an online survey. The data were subsequently analyzed using PLS-SEM in SmartPLS4. The empirical results reveal that Perceived Usefulness, Perceived Enjoyment, and Personalization exert significant positive impacts on Consumer Attitude. Furthermore, Consumer Attitude was found to be a powerful and significant predictor of Purchase Intention, acting as a critical mediator in the relationship between AI Chatbot attributes and behavioral intent. Interestingly, factors such as Perceived Ease of Use, Perceived Risk, and Trust did not show significant effects, suggesting that technology has normalized among digital-native consumers in the target region. The findings provide important theoretical contributions by validating the extended TAM in the AI context and offer practical managerial implications for e-commerce enterprises, suggesting ways to stimulate purchase intention towards fast-fashion products by optimizing their AI Chatbot tools.