Pay Attention to Chinese-style Short Videos to Encourage Young People to Purchase Traditional Ethnic Styles Behavioral Influencing Factors of Clothing

Yi Pan

doi:10.62051/ijsspa.v9n1.04

Authors

Yi Pan

DOI:

https://doi.org/10.62051/ijsspa.v9n1.04

Keywords:

Chinese-style Short Videos, Traditional Costumes, Intention to Buy, Cultural Identity

Abstract

Traditional ethnic costumes, as an important carrier of Chinese culture, embody the aesthetic wisdom and craftsmanship essence of the people throughout the ages, and their patterns, forms and techniques carry deep national identity. In the digital age, short videos of Chinese style have become a key channel for the revival of traditional costume culture through visual and fragmented dissemination methods. Based on a questionnaire survey, the author explores the influence mechanism of Chinese-style short videos on the consumption behavior of traditional clothing among the youth group, and explores ways to promote cultural identity and consumption transformation among the youth group from three aspects: cultural symbol reconstruction, social interactivity drive, and technology empowerment of consumption. The four-dimensional strategy system of "content innovation, platform governance, cross-circle communication, and industrial upgrading" is proposed, emphasizing the optimization of cultural communication efficiency with media convergence thinking to provide theoretical and practical support for the digital transformation of the traditional clothing industry.

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