Factors Affecting Purchase Intention of Hanfu: Considering Product Identification, Cultural Motivation, and Perceived Authenticity

With the trend of national cultural confidence and growing appreciation for aesthetic diversity, traditional apparel from different countries or regions has become a driving force in clothing industry. Hanfu, an emerging that industrializes culture, garnered increasing attention consumers. Thus, with objective exploring psychological antecedents Hanfu consumers’ purchase intentions perspectives product identification, motivation, perceived authenticity, present study was empirically conducted sample 823 respondents. Partial least squares-structural equation modeling (PLS-SEM) employed to examine proposed research model. The results demonstrate identification motivation positively influence object-based existential as well intention. Furthermore, mediating effect authenticity is confirmed, indicating its significance shaping intentions, while found be insignificant. Research findings could contribute understanding mechanisms towards highlight importance market clothing.