The Study Of Univercity Student’s Attitude And Purchase Intention To Hanfu Clothing

Hanfu Clothing is the Han ethnic traditional clothing,is China’s etiquette culture as the core,according to the physical characteristics and behavior characteristics of the ethnic group,the generations of human history and form of the traditional system of formal clothes.Since the Hanfu Clothing revival movement,Hanfu Clothing,more and more receives the attention of people,Xitang Hanfu Clothing Cultural Festival,the Chinese Music Conference,China well-dressed and finery culture seminars in China,Hanfu Clothing,more and more appear in our life.Of Hanfu Clothing is carried out by experts and scholars from all walks of life are the further research,they focus on the aesthetic of Hanfu Clothing attention Hanfu Clothing relations with traditional culture,pay attention to the significance of Hanfu Clothing Renaissance and so on.There are scholars began to study about industry launched a Hanfu Clothing.Furthermore,scholars began to pay attention to people’s attitudes towards Hanfu Clothing,including "hanfu fans" ’attitudes towards Hanfu Clothing and traditional culture,as well as psychological research methods to focus on college students’ implicit attitudes towards Hanfu Clothing.Of implicit attitude for attitude and research opened the new angle of view,at the same time,the scholars study of implicit attitude also gradually extended to all fields.In the field of applied psychology,scholars focus on implicit attitude and explicit attitude predictive of behavior.So,from the point of social cognition and consumption psychology,as commodity Hanfu Clothing,college students hold what kind of explicit and implicit attitude? What is the relationship between the explicit and implicit attitudes of college students towards Hanfu Clothing? Attitude to Hanfu Clothing could predict college students’ applied to purchase intention? This is all this research to explore.In Guangxi Normal University,this study recruited 76 normal or corrected vision after normal eyesight and voluntary participation in the experiment of college students as subjects,Using the Hanfu Clothing explicit attitude questionnaire,implicit association test(IAT),survey college students respectively applied for explicit attitude and implicit attitude,and purchase intention experiment,survey college students to purchase intention of hanfu.Through the above three experiments,the following conclusions:(1)college students hold a positive explicit attitude towards Hanfu Clothing.(2)college students in the positive explicit attitude group had a negative implicit attitude toward Hanfu Clothing,while the positive explicit attitude group had a separate explicit attitude from implicit attitude;College students in the group with no explicit attitude had more positive implicit attitude toward fashion.(3)explicit attitude had a significant positive predictive effect on the purchase intention of Hanfu Clothing for college students.Among them,the more positive the cognitive component and behavioral tendency component of explicit attitude was,the stronger the purchase intention of Hanfu Clothing for college students was.