THE CURRENT STATUS AND CONSUMER INFLUENCING FACTORS IN JINAN'S TRADITIONAL CLOTHING MARKET

Abstract

This study investigates the market status and consumption factors of traditional clothing among residents of Jinan City through a multi-faceted survey and analysis. First, it examines residents' perceptions of traditional clothing and analyzes their purchasing intentions. Second, it profiles consumers to explore satisfaction levels with traditional clothing and uncover the needs of potential consumers. Third, it analyzes residents' purchasing behavior to investigate factors influencing their purchasing intentions and the reasons for these differences. This investigation provides insights into the market status and consumption factors of traditional clothing in Jinan, offering a reference for its development and promotion. The study employed a combination of multistage sampling, PPS sampling, and stratified sampling to obtain the sample. Data underwent reliability, validity, and multiple-choice independence tests, confirming high data quality and overall questionnaire reliability. The collected data underwent multi-dimensional and multi-level analysis. Python web scraping was employed to collect user reviews on traditional apparel from platforms like Taobao and JD.com, revealing public concerns regarding traditional clothing purchases. Cross-analysis examined cognitive and consumption differences among distinct demographic groups. Cluster analysis and grey relational analysis yielded profiles of four distinct consumer segments. Finally, structural equation modeling was applied to investigate factors influencing residents' consumption of traditional apparel.