Integrated AI Technologies and Fashion Purchase Intentions among Generation Z Consumers in Vietnam

This study investigates the influence of integrated Artificial Intelligence (AI) technologies on the fashion purchasing behavior of Generation Z consumers in Vietnam. As AI-driven applications such as personalized recommendations and interactive shopping tools become more prevalent, understanding their impact on young consumers is essential. Data were collected through an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the relationships among perceived value, customer satisfaction, brand trust, and purchase intention.The findings indicate that AI features perceived as useful and easy to use significantly enhance customer satisfaction and brand trust, which in turn increase purchase intention toward AI-integrated fashion products. Moreover, personalization and technological interaction act as mediating mechanisms, linking consumers’ perceptions of AI to their buying behavior by creating more engaging and customized shopping experiences. Overall, the results suggest that AI technologies improve the efficiency and quality of the fashion shopping experience while strengthening trust and fostering long-term consumer–brand relationships. From a managerial perspective, the study provides practical insights for fashion businesses in Vietnam on how to leverage AI-driven personalization and interactive technologies to enhance customer experiences and competitiveness