The Construction Of Chinrse Traditional Costume Culture Identity Scale

On the basis of relevant literature research about Chinese traditional costume culture andCultural identity,combined with the characteristics of Chinese traditional costume culture,through literature excerpts and open interview question bank construction of Chinese traditionalcostume culture measurement, by experts evaluation and implementation of questionnaire surveyproject analysis and exploration factor analysis was carried out on the item selected item, finallygot scale Chinese traditional costume culture with a total of28items which is divided into fivedimensions: Intend to act、Proud of cognitive、Style perception、The material design、Etiquetteconsumption。Then the factor weight is determined，Examined the reliability and validity, thescale has good reliability and validity, can be used as a traditional Chinese costume culturemeasuring tool.To test and verify the applicability of the scale, using the scale to consumers for awide range of measurement and using SPSS statistical software for measurement data and found:The measured population of Chinese traditional costume culture overall were very high,especially in the pride of Chinese traditional costume culture awareness and good etiquetteconsumption; Chinese traditional costume culture were in terms of gender, marital status, age,income level, scores than men and women, married scored higher than the unmarried, older thanthe age small, high earners higher than that of low-income people. Based on Chinese traditionalcostume culture, esteemed divides into the consumers "passive following"、"positive action"、"unabashed individuality"、"negative moderate"、"the value of sensitive". According todifferent types of consumer’s perception of Chinese traditional costume culture characteristics,characteristics of Chinese style clothing consumption, leisure activities and characteristics of themedia characteristics,to form the marketing mix strategy of product, price, channel andpromotion, the design of Chinese style clothing and marketing gives some suggestions.