Künstliche Intelligenz im Modehandel: Der Einfluss auf das Konsumverhalten beim Onlinekauf von Kleidung

Abstract

The fashion industry is facing profound changes in the face of rapid technological progress, particularly through the use of artificial intelligence. The growing importance of online retail has had a significant impact on consumer behaviour and increased consumer expectations of a personalized shopping experience. Companies in the fashion retail sector are faced with the challenge of meeting these expectations by using AI to specifically influence purchasing behavior and strengthen customer loyalty. Against this background, this thesis is dedicated to investigating the potential uses of artificial intelligence in fashion retail. The focus here is on influencing consumer behaviour and the potential applications for personalized recommendations. This study begins with a detailed presentation of the theoretical foundations of consumer behavior. Psychological explanatory constructs and different purchasing decision processes are examined. Furthermore, the role of fashion as a social and economic phenomenon is analyzed and market segments, challenges and transformations in the fashion industry are examined. The main part of the thesis is dedicated to analyzing the use of AI in fashion retail. Specific areas of application such as chatbots, voice assistants, image recognition and personalized recommendations are examined. Methodologically, the work is based on a systematic literature research and analysis, which provides a sound basis for the study. The methodology of vom Brocke et al. is used to ensure a structured and comprehensible analysis of the state of research. The analysis carried out proves that artificial intelligence is already having a significant impact on consumer behavior in fashion retail. The use of this technology enables companies to predict consumer purchasing behaviour more accurately and provide personalized recommendations that positively influence purchasing decisions. In addition, the use of artificial intelligence enables companies to develop more precise marketing strategies and to address customers in a more targeted manner, which could strengthen consumer loyalty in the long term. However, despite the enormous potential of AI, challenges remain, particularly in terms of data integration and the implementation of customized solutions. This paper concludes by presenting strategic recommendations for companies in the fashion retail sector that aim to exploit the full potential of AI and ensure long-term competitiveness.

Date of Award	2024
Original language	German (Austria)
Supervisor	Harald Kindermann (Supervisor)