Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Perception of Fashion Designer's Capability and Product Quality -Human vs. Human+AI vs. AI-

패션 디자인 주체에 따른 패션디자이너 역량 및 제품 품질 지각 -Human vs. Human+AI vs. AI-

  • Ju-ri Jung (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Seyoon Jang (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Yuri Lee (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 정주리 (서울대학교 의류학과) ;
  • 장세윤 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2023.05.22
  • Accepted : 2023.08.08
  • Published : 2023.08.31
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Abstract

Collaboration between AI and fashion designers is becoming essential. Thus, this study explored (1) 321 consumer responses to fashion designers, comparing their capabilities and product quality across different designer types, (2) the relationship between designer capabilities and perceived product quality, and (3) the moderating role of AI knowledge in the effect of capabilities on perceived product quality. Data were analyzed using EFA, ANOVA, regression, and moderation analysis. The results indicated that subjects perceived human designers as having higher capabilities and perceived product quality than AI designers. All subjects' perceived creativity and empathy significantly impacted the perceived functionality, aesthetics, and symbolism-sociality of clothing. Additionally, the perceived creativity of AI and human+AI designers, and the perceived empathy of human and human+AI designers, significantly influenced the perceived functionality and symbolism-sociality, but the perceived creativity of human designers and empathy of AI designers did not directly impact perceived functionality and symbolism-sociality. Moreover, perceptions of the designers' capabilities significantly aesthetics in all subjects. Furthermore, low levels of perceived consumer AI knowledge enhanced the positive impact of perceived human+AI designers' creativity and empathy on perceived functionality and aesthetics. The study suggests that fashion companies should refrain from revealing AI designers at this time.

Keywords

Acknowledgement

본 연구는 한국콘텐츠진흥원의 '소상공인의 패션디자인 향상을 위한 지능형 패션 수요 예측 및 판로 분석 기술 개발(R2020040102)' 사업의 연구비를 지원받아 수행되었음.

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