丝绸2026，Vol.63Issue(8)：21-30,10.DOI:10.3969/j.issn.1001-7003.2026.08.003
多模态心理学视角下文创服饰消费行为分析
Analysis of consumption behavior of cultural and creative apparel from the perspective of multimodal psychology
摘要
Abstract
With the rise of domestic trend culture,the apparel and cultural and creative industries have experienced rapid growth.Cultural and creative fashion products,situated at the intersection of traditional culture and modern consumption,play a critical role in promoting cultural heritage,industrial upgrading,and international communication.However,existing research has paid limited attention to the diversity of market demand for such products,focusing instead on design features and cultural symbolism.As a result,some cultural and creative fashion products lack market competitiveness and distinctiveness,failing to align with actual consumer needs and consequently receiving limited consumer acceptance despite their high cultural value. To systematically analyze the behavioral characteristics of different types of cultural and creative fashion consumers and better address their needs,this study introduces a multimodal positive psychology research framework.Multimodal research emphasizes the influence of audiovisual and emotional interactions on individual behavior,while positive psychology provides a theoretical basis for organizing and interpreting multimodal factors in online fashion consumption.The integration of these perspectives offers a novel approach to understanding consumers'emotional and behavioral responses.By collecting consumer comments and videos related to cultural and creative fashion products from social media platforms and conducting feature extraction and semantic network analysis,this study constructs an emotional map of consumers.Based on this map,questionnaires are designed from two dimensions—consumer demographics and factors influencing consumer well-being—and subsequently administered.Reliability and validity tests,cluster analysis,and difference analysis are conducted to classify consumers and identify the behavioral characteristics of each group. Through the multimodal positive psychology approach,this study achieves a cross-modal integration of consumer behavior research and positive psychology,moving beyond the traditional single-dimensional perspective of consumption theory and systematically revealing the emotional landscape of cultural and creative fashion consumers.The results identify three distinct consumer segments:(i)highly engaged,culturally identified consumers,characterized by long exposure duration,frequent wearing,stable cultural identification,and high consumption loyalty;(ii)emotionally driven active consumers,who demonstrate short exposure periods but frequent wearing and short-term high involvement;and(iii)low-frequency potential consumers,who wear such products infrequently and tend to adopt a rational,observation-oriented,and delayed purchasing approach.Overall,higher wearing frequency is associated with stronger consumer well-being,cultural attachment,and identity,indicating a shift in cultural and creative fashion consumption from external symbolic display toward internal psychological gratification.Based on these findings,this study proposes targeted marketing strategies from the perspectives of product development,distribution channels,and user operation,providing theoretical support and practical guidance for aligning cultural and creative fashion products with market demand. This study primarily focuses on younger consumers,and the cross-sectional research design limits its ability to capture the dynamic evolution of consumer emotions and behaviors,thereby constraining the external generalizability of the findings.Future research may expand the sample scope,adopt longitudinal or experimental designs,and incorporate generative artificial intelligence to construct consumer"digital twins,"so as to enhance external validity and explanatory power.关键词
多模态/积极心理学/文创服饰/消费行为/市场需求Key words
multimodal/positive psychology/cultural and creative fashion/consumption behavior/market demand分类
轻工纺织引用本文复制引用
祁菲雨,王睿晟,朱奕..多模态心理学视角下文创服饰消费行为分析[J].丝绸,2026,63(8):21-30,10.基金项目
上海高校知识服务平台资质项目(13S107024) （13S107024）
