Exploring drivers of modern Hanfu purchase in digital commerce: A mixed-methods perspective
Hao Li, Yucheng Ding, Yuhang Wu, Jiake Ye
TL;DR
This study explores what drives people to buy modern Hanfu online, combining text analysis and surveys to identify key factors like co-design and website appeal.
Contribution
The study integrates cultural identity and co-design into purchase intention models for heritage fashion.
Findings
Co-design has the strongest influence on purchase intention (β = 0.252).
Website attractiveness (β = 0.235) and product quality (β = 0.160) also significantly affect purchase intentions.
Social media engagement and cultural identity are significant but less discussed factors.
Abstract
The rapid growth of the modern Hanfu market, driven by digital commerce and social media, has increased the interest in understanding consumer purchase intentions. This study investigates the key factors influencing online purchase intentions for modern Hanfu by integrating text mining, grounded theory, and quantitative analyses. A dataset of 5,992 consumer reviews from major Chinese e-commerce platforms was analyzed using natural language processing techniques to extract critical themes. Additionally, a structured survey (n = 344) was conducted to develop and validate a measurement scale for assessing the key determinants of purchase intention. The findings reveal that co-design has the strongest influence on purchase intention (β = 0.252), followed by website attractiveness (β = 0.235) and product quality (β = 0.160). Despite product quality being a dominant theme in consumer reviews,…
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Taxonomy
TopicsConsumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Technology Adoption and User Behaviour