| Along with the process of economic globalization,China ’s comprehensive national economic strength has been greatly improved.At the same time that in recent times,China ’s local costume culture has been forgotten by its own nation and overwhelmed by foreign cultures.Began to awaken,dedicated to the revival of Han costumes and the promotion of traditional culture,that is,the rise of the Hanfu movement.In this paper,through literature review and research,surveys,empirical survey,depth interviews,data analysis methods,learn the masses as well as Chinese clothing sports body crowd participation of Chinese clothing,to understand the channels of Chinese clothing and urgency of Chinese clothing renaissance On the one hand,different Hanfu practice methods are adopted for different people.On the other hand,a model is constructed from the perspective of Hanfu consumption to find the factors that promote the circulation of Hanfu,and then promote the movement of Hanfu,making it a reference for the practice of Hanfu on a practical level.And its guiding significance also makes Hanfu more widely known and accepted.The main research conclusions of this subject are(1)the main group of college students of the Hanfu movement.The main channel of understanding is the Internet,but the theory of Hanfu is vague,the knowledge is lacking,and the national consciousness is strong.Older and better understood.On the whole,the Hanfu movement practice mode prefers to incorporate the Hanfu into daily activities.It can choose the practice mode that suits its own strengths and avoids its weaknesses,and improves its deficiencies.(2)In the consumption practice of the Hanfu movement,the awareness of other people,nationalism,and perceived risk of Hanfu consumption are positively related to the herd effect of Hanfu consumption,and the herd effect of Hanfu consumption is also positively related to the willingness to purchase Hanfu.Perceived risk can improve the herd effect of Hanfu consumption,and use the positive influence of herd behavior to further increase the consumer ’s desire to purchase Hanfu,so as to promote the Hanfu movement,promote the traditional national culture,and promote the Hanfu and the Hanfu movement in practice. |