How Does the AI Try-On for Sports Products on Taobao Influence Consumer Purchase Decisions?

Abstract

The rapid expansion of AI-enabled virtual try-on in digital fashion retail necessitates understanding consumer psychological mechanisms. Drawing on self-congruence theory and the SOR framework, this study examines how perceived AI authenticity influences purchase intention in sportswear e-commerce. Perceived AI authenticity serves as the stimulus, self-congruence as the organismic state, and purchase intention as the response. Using scenario-based survey and PLS-SEM analysis, findings reveal that higher perceived AI authenticity enhances self-congruence, which subsequently increases purchase intention. Self-congruence mediates the authenticity-purchase relationship, highlighting an identity-based psychological pathway. This study extends SOR applications in AI-driven fashion consumption and offers practical guidance for designing immersive virtual shopping experiences.