The Dissemination of Chinese Traditional Dress Culture in Global Context: Perspectives on Public Policy and Cultural Communication
DOI:
https://doi.org/10.52152/3137Keywords:
international fashion week; Chinese traditional dress; cultural communication effect; EM model; IAM modelAbstract
International Fashion Week provides a stage for the display of Chinese traditional dress culture, but the dissemination effect and influencing factors of this culture among audiences worldwide are understudied. Therefore, a research model on the dissemination effect of Chinese traditional dress culture based on international fashion week is established. Based on the real-time updating of parameter estimates of the EM model and the security of the IAM model, the model takes the quality of the dissemination content as the dependent variable, and the audience's professionalism in clothing and fashion involvement as the moderating variables. Data were obtained by observing fashion week displays, recording audience reactions, collecting data and sampling, and analyzed using software. The correlation coefficient between the quality of cultural communication content and cultural identity is 0.75, and the correlation coefficient with Chinese clothing purchase intention is 0.82. The correlation coefficient between audience clothing professionalism and cultural identity is 0.65, and the correlation coefficient with Chinese clothing purchase intention is 0.74, which verifies that the H1 hypothesis is valid. Audience clothing professionalism and fashion participation moderated the relationship between communication content and cultural identity, and individual professionalism and fashion participation were inversely proportional to the prediction of cultural identity by the quality of communication content, verifying that hypotheses H2 and H3 were valid.
References
Zhang, C., & Gong, T. (2023). The brand strategy and cross-border promotion of Han Chinese clothing under the digital economy. Electronic commerce research, 23(1), 257-277.
Zhang, X., & Dong, F. (2021). How virtual social capital affects behavioral intention of sustainable clothing consumption pattern in developing economies? A case study of China. Resources, Conservation and Recycling, 170, 105616.
Wang, B., Fu, Y., & Li, Y. (2022). Young consumers’ motivations and barriers to the purchase of second-hand clothes: An empirical study of China. Waste Management, 143, 157-167.
Liao, S. (2021). Wang Hong fashion culture and the postfeminist time in China. Fashion Theory, 25(5), 663-685.
Faschan, M., Chailan, C., & Huaman-Ramirez, R. (2020). Emerging adults’ luxury fashion brand value perceptions: A cross-cultural comparison between Germany and China. Journal of Global Fashion Marketing, 11(3), 207-231.
Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T., & Gwilt, A. (2020). The environmental price of fast fashion. Nature Reviews Earth & Environment, 1(4), 189-200.
Rahman, O., Chen, Z., Fung, B. C., & Kharb, D. (2020). A cross-national study of young female consumer behaviour, innovativeness and apparel evaluation: China and India. The Journal of The Textile Institute.
Mainolfi, G. (2020). Exploring materialistic bandwagon behaviour in online fashion consumption: A survey of Chinese luxury consumers. Journal of Business Research, 120, 286-293.
Zhang, L., Wu, T., Liu, S., Jiang, S., Wu, H., & Yang, J. (2020). Consumers’ clothing disposal behaviors in Nanjing, China. Journal of Cleaner Production, 276, 123184.
Hidayati, S. C., Goh, T. W., Chan, J. S. G., Hsu, C. C., See, J., Wong, L. K., ... & Cheng, W. H. (2020). Dress with style: Learning style from joint deep embedding of clothing styles and body shapes. IEEE Transactions on Multimedia, 23, 365-377.
Yoo, F., Jung, H. J., & Oh, K. W. (2021). Motivators and barriers for buying intention of upcycled fashion products in China. Sustainability, 13(5), 2584.
Zhao, M., Zhou, Y., Meng, J., Zheng, H., Cai, Y., Shan, Y., ... & Yang, Z. (2021). Virtual carbon and water flows embodied in global fashion trade-a case study of denim products. Journal of Cleaner Production, 303, 127080.
Henninger, C. E., Brydges, T., Iran, S., & Vladimirova, K. (2021). Collaborative fashion consumption–A synthesis and future research agenda. Journal of Cleaner Production, 319, 128648.
Jansen, M. A. (2020). Fashion and the phantasmagoria of modernity: An introduction to decolonial fashion discourse. Fashion Theory, 24(6), 815-836.
Pozzo, B. (2020). Fashion between inspiration and appropriation. Laws, 9(1), 5.
Alasuutari, P., & Kangas, A. (2020). The global spread of the concept of cultural policy. Poetics, 82, 101445.
Fung, Y. N., Chan, H. L., Choi, T. M., & Liu, R. (2021). Sustainable product development processes in fashion: Supply chains structures and classifications. International Journal of Production Economics, 231, 107911.
Koay, K. Y., Cheah, C. W., & Lom, H. S. (2022). An integrated model of consumers' intention to buy second-hand clothing. International Journal of Retail & Distribution Management, 50(11), 1358-1377.
Liu, Y., Liu, M. T., Perez, A., Chan, W., Collado, J., & Mo, Z. (2021). The importance of knowledge and trust for ethical fashion consumption. Asia Pacific Journal of Marketing and Logistics, 33(5), 1175-1194.
Berg, A., Chhaparia, H., Hedrich, S., & Magnus, K. H. (2021). What’s next for Bangladesh’s garment industry, after a decade of growth. McKinsey & Company.
Chen, Y. (2024). How blockchain adoption affects supply chain sustainability in the fashion industry: a systematic review and case studies. International Transactions in Operational Research, 31(6), 3592-3620.
Rahman, M. S., Hossain, M. A., Hoque, M. T., Rushan, M. R. I., & Rahman, M. I. (2021). Millennials’ purchasing behavior toward fashion clothing brands: influence of brand awareness and brand schematicity. Journal of Fashion Marketing and Management: An International Journal, 25(1), 153-183.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Lex localis - Journal of Local Self-Government
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
