The Intrinsic Motivation for Continuous Usage Intention of Generative AI In the Fashion Design Field : A Self-Determination Theory Perspective

This study examines the underlying mechanism by focusing on the intrinsic motives of fashion designers that influence the use of fashion design-specific generative AI technology. This study conducted research using the fashion design-specific generative AI, called “AI-designer,” developed in previous studies by researchers. An online survey was conducted in February 2023 with 67 designers who work as fashion designers for Korean fashion companies. The results of this study are as follows. First, the experience of generative AI has a positive effect on intrinsic motives of fashion designers, including autonomy and pride of authorship. Second, those intrinsic motives have a positive effect on satisfaction with the use of the generative AI. Also, satisfaction with generative AI positively affects intention to use the generative AI. This study has academic significance in expanding research related to self-determination theory by examining the intrinsic motivation and satisfaction of fashion designers in using generative AI. Also this study can practically provide foundation information for establishing strategies for utilizing fashion design-specific generative AI technology in the fashion industry by expanding the research subjects to current fashion designers.