A study of Chinese Generation Z women's intention to experience Hanfu using the Theory of Planned Behaviour : Patriotism as a mediating effect

This study conducted an online and offline survey of 400 women in their 20s and 30s living in Beijing from September 1 to 10, 2024 to analyze factors that affect the intention of Chinese Generation Z women to experience HanFu based on the theory of planned behavior. Using SPSS 26.0, 328 parts of valid data were used for reliability, validity, regression analysis, and regulatory effect analysis. The analysis results showed that first, attitude, subjective norms, and perceived behavior control all have meaningful positive effects on HanFu experience intentions. Second, patriotism has been shown to have a positive impact by adjusting the relationship between attitude, subjective norms, perceived behavior control and experience intentions. These results expand the understanding of traditional culture consumption of Generation Z in China and provide basic information on the establishment of marketing strategies for the revival and propagation of traditional culture through HanFu experience.