Reliability and validity test.

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) and product quality (β = 0.160). Despite product quality being a dominant theme in consumer reviews, its impact on the quantitative model is moderate (β = 0.160). Social media engagement and cultural identity emerge as significant but less frequently discussed factors, while merchant service has the weakest effect (β = 0.145). This study contributes to the literature by integrating cultural identity and co-design into purchase intention models, offering theoretical insights into heritage-driven fashion consumption. Future research should explore demographic variations, cross-cultural comparisons, and longitudinal trends to further refine our understanding of modern Hanfu purchase behavior. These results suggest that the top priority of modern Hanfu brands in their marketing management activities is to encourage and promote consumer engagement. Optimizing website design, improving product quality, considering social media strategies, tapping into the essence of ethnic culture, and enhancing customer service are also important.

受数字商务与社交媒体的驱动，现代汉服市场的快速增长使得学界对消费者购买意愿的探究需求显著提升。本研究结合文本挖掘（text mining）、扎根理论（grounded theory）与定量分析方法，探究影响现代汉服在线购买意愿的核心因素。本研究针对来自国内主流电商平台的5992条消费者评论展开自然语言处理（Natural Language Processing, NLP）技术分析，以提取关键主题；此外，本研究开展了样本量为344的结构化问卷调查，以构建并验证用于评估购买意愿核心决定因素的测量量表。研究结果显示，共同设计（co-design）对购买意愿的影响最为显著（β=0.252），其次分别为网站吸引力（β=0.235）与产品质量（β=0.160）。尽管产品质量是消费者评论中的核心主题，但其在定量模型中的影响程度仅为中等（β=0.160）。社交媒体参与度与文化认同虽为显著影响因素，但在现有研究中讨论度相对较低；而商家服务的影响程度最弱（β=0.145）。本研究将文化认同与共同设计纳入购买意愿模型，为遗产驱动型时尚消费领域的相关研究提供了理论视角，丰富了该领域的学术文献。未来研究可通过探究人口统计学差异、跨文化对比与纵向趋势，进一步深化对现代汉服购买行为的认知。本研究结果表明，现代汉服品牌在营销管理活动中的首要任务是鼓励并推动消费者参与，此外优化网站设计、提升产品质量、制定社交媒体营销策略、深挖民族文化内核以及优化客户服务同样至关重要。