Exploring drivers of modern Hanfu purchase in digital commerce: A mixed-methods perspective.

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) a

SUBMITTER: Li H 

PROVIDER: S-EPMC12629456 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature