Research On The Influencing Factors Of Online Purchase Willingness Of "Modern Han Chinese Clothing"

In recent years,China's international status has been continuously improved,and the state has issued relevant policies to promote the development of China's cultural industry.Chinese traditional culture has also been paid more and more attention.As a symbol of Han civilization,Han Chinese Clothing attracts consumers deeply with its unique cultural connotation and charm.At present,the clothes that Chinese costume enthusiasts wear conform to the characteristics of Chinese costume shape and system are called "modern Han Chinese clothing".With the revival of Chinese culture,more and more consumers are willing to wear "modern Han Chinese clothing",which leads to a large number of stores operating "modern Han Chinese clothing",in which the network platform is the main channel for the sale of "modern Han Chinese clothing".At present,scholars mostly focus on the aesthetics,culture,structure restoration and other aspects of Han clothing,while the study of "modern Han Chinese clothing" network sales is very little.Therefore,exploring the factors influencing the willingness to buy modern Chinese clothes online has a certain guiding significance for the network sales platform.Firstly,this study investigates the current situation of the network market of "modern Han Chinese clothing",combs and summarizes the relevant literature in the fields of Chinese clothes,modern Chinese clothes,S-O-R model,Howard Sheth model,and factors affecting online shopping willingness.On the basis of market research and literature research,this paper conducts in-depth interviews,summarizes the influencing factors of online shopping intention of "modern Han Chinese clothing" and the relationship between these factors through the analysis of interview results.Combining S-O-R model and Howard Sheth model,the theoretical model of this study is constructed.Finally,the variables are defined and the research hypothesis is put forward.The variables in the theoretical model were measured,and the items were modified to form the initial questionnaire.Then the questionnaire was revised according to the results of reliability and validity analysis of the pre-survey,and the formal questionnaire of this study was determined.Taking "modern Han Chinese clothing" online shopping group as the research object,377 valid questionnaires were collected.Descriptive statistical analysis,regression analysis,reliability and validity analysis and mediation effect analysis of the effective data collected by SPSS 19.0 were used.Structural equation model validation and hypothesis validation were carried out by AMOS 18.0.The main conclusions of this study are as follows:(1)By analyzing the results of in-depth interviews,it is found that the cultural life of the "modern Han Chinese clothing" consumer group includes learning calligraphy,traditional Chinese painting and cosplay,which is different from the ordinary consumer group.The consumer group pays more attention to the environmental factors,that is,whether the surrounding people wear "modern Han Chinese clothing" or not,and the evaluation of the surrounding people on their own wearing "modern Han Chinese clothing".(2)Cultural life,product factors,online store factors and environmental factors affect consumers' online shopping willingness to varying degrees.Environmental factors have the greatest impact on online shopping intention,followed by product factors.Consumers who often participate in relevant cultural activities of "modern Han Chinese clothing" will resonate with perceived emotional value to a large extent,but have little relationship with perceived functional value and perceived risk;"modern Han Chinese clothing" consumers pay more attention to product factors in the process of online shopping,and product factors have significant impact on perceived value and perceived risk;online store reputation evaluation,page design,and perceived risk.Services and other factors will affect consumers' perceived functional value and perceived risk.When people around them take a positive attitude towards wearing "modern Han Chinese clothing",consumers will perceive the functional value and emotional value of "modern Han Chinese clothing",thereby enhancing the purchase intention.(3)When consumers think that the "modern Han Chinese clothing" of online shopping can bring practical value and spiritual enjoyment,they will show a strong willingness to buy online.The higher the risk consumers assume,the less likely they will produce purchasing behavior.Perceived risk has no significant negative impact on perceived functional value and perceived emotional value.According to the conclusion of this study,the following marketing suggestions are put forward:(1)Network marketers can join the Han Chinese clothing group or publish "modern Han Chinese clothing" with better sales in the media,and gain group consistency by displaying positive reviews,so as to attract consumers and improve sales.The network brand of "modernHan Chinese clothing" can attract consumers by organizing related activities,so that the group can find a sense of belonging in the activities and generate the purchase intention.(2)Online sellers can improve consumers' willingness to buy by improving product factors and online store factors.Consumers of "modern Han Chinese clothing" pay more attention to the spiritual enjoyment of products while paying attention to the quality of products.Therefore,the network brand of "modern Han Chinese clothing" should highlight the cultural concept of the brand while doing a good job of product quality and service.