Impact of Chatbots on Consumer Decision-Making Process for Fashion Apparels

Author(s)	Ms. ASWATHI K, Dr. GOMATHI MS
Country	India
Abstract	The rapid digitalization of the fashion retail industry has significantly transformed the consumer decision-making process. Among emerging technologies, AI-powered chatbots have become a strategic tool for enhancing customer engagement, personalization, and service efficiency. This theoretical article examines the impact of chatbots on the consumer decision-making process in the context of fashion apparels. Drawing on established theories such as the Technology Acceptance Model (TAM), Stimulus–Organism–Response (S-O-R) Model, Theory of Planned Behavior (TPB), and Customer Engagement Theory, the study analyzes how chatbots influence each stage of decision-making: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The paper argues that chatbots not only reduce cognitive effort and perceived risk but also enhance personalization and emotional engagement, thereby strengthening purchase intention and brand loyalty. The article concludes by proposing a conceptual framework and identifying future research directions in AI-driven fashion retailing.
Keywords	Chatbots, Consumer Decision-Making, Fashion Apparel Retail, Artificial Intelligence (AI), Purchase Intention
Field	Business Administration
Published In	Volume 17, Issue 1, January-March 2026
Published On	2026-03-21

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