Factors Affecting Purchase Intention of Hanfu: Considering Product Identification, Cultural Motivation, and Perceived Authenticity.

With the trend of national cultural confidence and the growing appreciation for aesthetic diversity, traditional apparel from different countries or regions has become a driving force in the clothing industry. Hanfu, an emerging trend that industrializes traditional culture, has garnered increasing attention from consumers. Thus, with the objective of exploring the psychological antecedents of Hanfu consumers' purchase intentions from the perspectives of product identification, cultural motivation, and consumers' perceived authenticity, the present study was empirically conducted with a sample of 823 respondents. Partial least squares-structural equation modeling (PLS-SEM) was employed to examine the proposed research model. The results demonstrate that consumers' identification with Hanfu and cultural motivation positively influence object-based and existential authenticity, as well as purchase intention. Furthermore, the mediating effect of perceived object-based authenticity is confirmed, indicating its significance in shaping consumers' purchase intentions, while the mediating effect of existential authenticity is found to be insignificant. Research findings could contribute to the understanding of the psychological mechanisms driving consumers' purchase intentions towards traditional clothing and highlight the importance of consumers' perceived object-based authenticity in the market of traditional cultural clothing.

Is It Necessary to Launch a School-Based Financial Literacy Curriculum? Evidence From China.

As starting university is a critical independence milestone for many young people, it would also be the best time to provide them with some financial education (FE). Although there have been many initiatives aimed at enhancing individual financial literacy (FL) and/or financial decision-making, meta-analyses have shown that the effectiveness of FE has been mixed. This study examined the driving forces behind the decision by college students to enroll in a targeted financial literacy curriculum (FLC) and the impact of this attendance on their FL. An endogenous switching model (ESM) was employed to account for the heterogeneity in the decision to attend or not attend the FLC and to counteract any unobservable characteristics. It was found that students with higher self-perceived FL did not prefer to attend the FLC; however, for others, FLC attendance was found to significantly boost their FL in areas such as financial knowledge (FK), financial attitude (FA), and financial behavior (FB), especially for the non-attendees under the counterfactual framework. These "non-attendees" were observed to have some characteristics (e.g., prior knowledge) that made them more financially literate regardless of attendance; however, if they had attended the FLC, they would have gained a greater FL than the attendees. As the FL of the attendees would have been much lower if they had not attended, the FLC appeared to be particularly important for the attendees, which strengthened the case for making the FLC a compulsory part of a general college education.