CHAPTERIV DISCOVERYANDDISCUSSION 4.1Respondent’sProfile Forthisstudy,surveywastheprincipalinstrumentfordatacollection.Thefirstportionofthe surveyrequestsparticipants'namesandaddresses;thesecondhalfasksthemtorateaseriesof indicatorspertainingtotheresearchvariables.Inthesecondpart,participantsrateeachofthefive indicationsoutoffiveonaLikertscalethatgoesfrom1to5.Toensurethequestionnairesare suitableforstudy,acomprehensiveevaluationiscarriedouttoassesstheirvalidityandreliability. 4.1.1Respondents'demographiccharacteristics Thedemographicsofresearchparticipantsarecoveredinthissection.Demographicfactorslike gender,age,andoccupation,areanalysed.Demographicfactorsmightaffectconsumerbehaviour andviews,thereforeunderstandingthesefeaturessupportsinterpretingthefindings. Table4.1Respondents'demographic 39 Gender Frequency Percentage Female 89 74,17% Male 31 25,83% Total 120 100,00% Age Frequency Percentage <18 5 4,17% 18-25 75 62,50% The demographicinformationgatheredforthisresearchofferscrucialbackgroundinformationfor comprehendingcustomerbehaviourwhenartificialintelligence(AI)isappliedinthefashionsector. Thisgenerationisprobablymoreateaseandknowledgeableaboutdigitaltechnologies,like artificialintelligence(AI),whichiswidelyusedinonlinefashionplatformsande-commerce, accordingtothemajorityofrespondentswhoaremiddle-class(74,17%)andinthe18–25agegroup (62,50%). Accordingtoastudy,consumers'decision-makingprocessesaregreatlyinfluencedbytheirpositive opinionsofartificialintelligence(AI)andthetoolsassociatedwithit,suchaschatbotsand recommendationsystems.Sincetheyaremoreacclimatedtolivinginadigitalageandmaybemore acceptingoffeatureslikeartificialintelligence-poweredpersonalisation,theyoungergenerationis respondingtotechnologyimprovementswithincreasingreactivity. 40 1. 25-40 25 20,83% >40 15 12,50% Total 120 100,00% Occupation Frequency Percentage Student/Student s 20 16,67% Employee 35 29,17% Businessman 15 12,50% Freelance 42 35,00% Housewife 8 6,67% Total 120 100,00% Additionally,thevastmajorityofrespondents(64,17%intotal)indicatedthattheywereeither workersorfreelancers,indicatingthattheirprofessions'flexibilityenablesthemtoplayvideo gamesonlinemorefrequently.Giventhatprofessionalsaretypicallymorecarefulwhenitcomesto dataprivacythreats,thishelpsfurtherexplainwhydatasecurityisacrucialcomponentthatimpacts corporateoperations. Thestudy'spredominantrespondentdemographicoffersvaluableinsightsintothewaysinwhich consumerbehaviourcanbeinfluencedbyfactorslikeentertainment,perceivedprivacydata,media appeal,customerloyaltyandusersatisfaction,especiallyinmarketsegmentsthatprioritise technologyandeaseofuse. 4.1.2DescriptiveAnalysis Thissectionanalysesthestudy'sprimaryvariables.Thisanalysisexaminesrespondents'agreement ordisagreementwithcommentsabouteachvariable.Theanswersare"Stronglydisagree"to "StronglyAgree."Thisresearchprovidesusefulinsightsintorespondents'overallviewsonthe variables.Ithelpsfinddatatrendsandpatterns,deepeningknowledge. Table4.2AnalysisDescriptiveVariableEntertainment No ItemvariableEntertainmentMean % 1IfeelthatAI-poweredfashiontrendscanmeetmyexpectations intermsofproductquality. 3.9679.20% 2Ifeelcomfortableandconfidentshoppingforproducts recommendedbyAIsystemsonfashionplatforms. 3.9879.60% 41 3IfeelconfidentintheintegrityofsellerswhouseAItodisplay fashionproductsononlineplatforms. 4,0080.0% 4IfeelthatAI-drivenpersonalizedfashiontrendsprovidehigher satisfactioncomparedtotraditionalmethods. 3,9179.25% OverallMeanScore 3.9679.25% Overall,respondentshadaverypositiveoutlookontheemploymentofAItoolsasshownbythe descriptiveanalysisoftheEntertainmentvariable.Thescorewas3.96,or79.25%.Usersfelt confidentintheintegrityofsellerswhouseAItodisplayfashionproductsononlineplatforms, sincethemaximumscorewas4.00,whichis80.0percentonthepreferencematchingitem.A substantialpercentageofpeoplefeelcomfortableandconfidentshoppingforproducts recommendedbyAIsystemsonfashionplatforms(3.98percentor79.60%).Takentogether,these glowingtestimonialsdemonstratethesignificantimpactthatentertainmentAItoolshasontheuser satisfaction Table4.3AnalysisDescriptiveVariablePerceivedPrivacyRisk No ItemvariablePerceivedPrivacyRiskMean % 1Ifeelcomfortablesharingmypersonalinformationwith e-commerceplatformsthatuseAItechnologyforfashion recommendations. 3,9779,40% 2IoftenworrythatmypersonaldatamaybemisusedbyAI systemsononlineshoppingplatforms. 3,9078,00% OverallMeanScore 3.9478.70% 42 1. Thetrustvariablewassubjectedtodescriptiveanalysis,whichrevealedthatrespondents,withan averagetotalscoreof3.94,or78.70%,appeartoperceiveprivacyriskonAItools.Itisclearfrom thefactthatrespondentsweregenerallyverycomfortablesharingtheirpersonalinformationwith e-commerceplatformsthatuseAItechnologyforfashionrecommendationsasindicatedbythe highestscore(3.97or79.40%)onthisconnecteddilemma.Inaddition,theyworrythattheir personaldatamaybemisusedbyAIsystemsononlineshoppingplatforms(3.90or78.00). Table4.4AnalysisDescriptiveVariableMediaAppeal No ItemvariableMediaAppeal Mean % 1IfeelthatAI-basedchatbotsprovideeffectiveassistancein solvingmyproblemsorquestionsrelatedtofashionproducts whenshoppingonline. 3.9478.20% 2Iamsatisfiedwiththeaccuracyoffashionproduct recommendationsprovidedbytheAI​​systemontheonline shoppingplatform. 4.1279.60% 3IfeelthatAI-basedchatbotsprovideeffectiveassistancein solvingmyproblemsorquestionsrelatedtofashionproducts whenshoppingonline.