The Dissemination of Chinese Traditional Dress Culture in Global Context: Perspectives on Public Policy and Cultural Communication

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.