The Effect of Perceived Eeriness of Human-AI Models in Fast Fashion Advertisements on Purchase Intention: A Study of Generation Z in Klaten Regency

Afif Mualim; Gilang Habib Azky  Pratama

doi:10.54783/ijsoc.v8i4.1836

Afif Mualim STIE Surakarta, Indonesia
Gilang Habib Azky Pratama STIE Surakarta, Indonesia

DOI: https://doi.org/10.54783/ijsoc.v8i4.1836

Keywords: Fast Fashion, Generation Z, Human-AI Model, Perceived Eeriness, Purchase Intention.

Abstract

Advances in artificial intelligence (AI) have encouraged fast fashion brands to adopt human-AI models in digital advertising. However, visuals that resemble humans yet appear rigid and unnatural may evoke discomfort among audiences and influence purchase decisions, particularly among Generation Z, who are actively exposed to digital content. This study examines the effect of perceived eeriness in fast fashion advertisements featuring human-AI models on the purchase intention of Generation Z in Klaten Regency, Indonesia. A quantitative questionnaire survey was conducted with 97 respondents selected through purposive sampling: Generation Z individuals aged 17–29 years, residing in Klaten Regency, who had viewed a fast fashion advertisement stimulus featuring a human-AI model. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The measurement model met all validity and reliability criteria (outer loadings 0.831–0.931; AVE 0.781 and 0.793; composite reliability > 0.96). The structural model showed that perceived eeriness had a negative and significant effect on purchase intention (β = −0.771; t = 15.174; p < 0.001), with an R² of 0.595 and an effect size (f²) of 1.470. Greater eeriness toward the AI model was associated with lower purchase intention, consistent with the uncanny valley effect. Fast fashion brands are advised to improve the realism of AI models or adopt a hybrid approach that retains real human models.

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