Can multinational enterprises engage in the business of “New Chinese-Style” apparel? An analysis of the influencing factors of consumer satisfaction based on texts from Sina Weibo

Purpose To explore the operational strategies of multinational enterprises in the field of “New Chinese-style” apparel and the factors influencing Chinese consumers’ satisfaction with “New Chinese-style” apparel. Design/methodology/approach This study employs text mining technology to crawl text data from China’s Sina Weibo. Through methods such as text feature induction, latent Dirichlet allocation (LDA) topic model analysis, sentiment analysis based on a semantic sentiment lexicon and importance-performance analysis (IPA) for satisfaction evaluation, it attempts to identify the factors influencing Chinese consumers’ satisfaction with “New Chinese-style” apparel, proposes strategic recommendations for multinational enterprises and explores the contributions of this study to the expansion of consumer satisfaction research. Findings The research indicates that factors influencing Chinese consumers’ satisfaction are relatively complex, mainly focusing on eight dimensions: Incident controversy, Innovative design, Cultural inheritance, Sales channel, Daily experience, Ceremonial occasion, Celebrity effect and Tourism experience. Multinational enterprises are advised to conduct cross-border collaboration activities, innovate in fashion design and develop products oriented to scenarios such as daily experience, ceremonial occasions and tourism experiences to enhance their competitiveness and market share in the market. Originality/value This study provides insights and references for multinational enterprises entering the Chinese market and offers an empirical scientific basis for cross-cultural research on consumer satisfaction.