Exploring drivers of modern Hanfu purchase in digital commerce: A mixed-methods perspective

• Hao Li,

  Roles Conceptualization, Data curation, Formal analysis, Funding acquisition, Validation, Writing – original draft, Writing – review & editing

  Affiliations Silk and Fashion Culture Research Center, Zhejiang Sci-Tech University, Hangzhou, Zhejiang, People's Republic of China, Fashion Design College of Istituto Marangoni Zhejiang Sci-Tech University (International Institute of Fashion Technology), Zhejiang Sci-Tech University, Hangzhou, Zhejiang, People's Republic of China

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• Yucheng Ding ,

  Roles Project administration, Resources, Software, Supervision

  * E-mail: 61286271@qq.com

  Affiliation The College of Theater Film and Television Artistic Design, Sichuan University of Media and Communications, Chengdu, Sichuan, People's Republic of China

  https://orcid.org/0000-0002-2992-8879

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• Yuhang Wu,

  Roles Conceptualization, Data curation, Formal analysis, Funding acquisition, Investigation, Methodology

  Affiliations College of Intelligence Broadcasting and Communications, Sichuan University of Media and Communications, Chengdu, Sichuan, People's Republic of China, Research Institute of Area and International Communication Studies, Sichuan University of Media and Communications, Chengdu, Sichuan, People's Republic of China

  https://orcid.org/0009-0006-4234-8525

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• Jiake Ye

  Roles Investigation, Resources, Software

  Affiliation Fashion Design College of Istituto Marangoni Zhejiang Sci-Tech University (International Institute of Fashion Technology), Zhejiang Sci-Tech University, Hangzhou, Zhejiang, People's Republic of China

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