This study examines the attitude formation process in viewers of AI-based fashion films by focusing on cognitive, affective, and perceptual responses. As generative AI reshapes the production and visual language of fashion media, fashion films are no longer limited to the documentation of physical garments but function as visual media that construct aesthetic experience. Within this context, the study explores how viewers interpret and evaluate AI-generated fashion imagery, with particular attention to the roles of meaning, emotion, and visual perception in shaping attitude. An empirical approach was employed using AI-generated fashion film content as a stimulus. Participants evaluated their cognitive, affective, and perceptual responses to design elements presented in the film. The findings indicate that perceptual factors are statistically significantly associated with attitude, whereas cognitive and affective factors are not. Visual elements such as silhouette, color, material, and detail serve as key cues that facilitate immediate and intuitive judgment. These results suggest that the attitudes of AI-based fashion film viewers are significantly shaped by perceptual judgments of visual elements. The study contributes to the understanding of AI-based fashion films as a form of fashion communication and offers implications for the development of fashion content that emphasizes perceptual clarity, visual coherence, and the effective articulation of design elements.

Abstract
I. Introduction
Ⅱ. Review of Literature
    1. AI-based fashion film contents
    2. Attitude formation
Ⅲ. Research Method
    1. Research design
    2. Instrument development
    3. Participants and data screening
    4. Data analysis
Ⅳ. Result
    1. Reliability and validity assessment
    2. Effects of cognitive, affective and perceptualfactors on attitude
Ⅴ. Discussion
    1. Perception-driven communication in AI-basedfashion films
    2. Theoretical and practical implications
VI. Conclusion
References

• Dawool Jung(Lecturer, Dept. of Fashion Design and Merchandising, College of Social Science, Gachon University, Korea) | 정다울 (가천대학교 패션산업학과 강사) Corresponding author