📄 social_science

How Short-Video Marketing Shapes Hanfu Travel Interactive Experiences: A Dual Sequential Mediation Model of Motivations, Constraints, and Attitudes

This study utilizes a dual sequential mediation model to demonstrate that short-video marketing enhances Hanfu travel interactive experiences by positively influencing travel motivations and attitudes while simultaneously mitigating travel constraints.

Original authors: You-Yu Dai, Yuting Wang

Published 2026-08-04

📖 4 min read☕ Coffee break read

CC BY 4.0

Original authors: You-Yu Dai, Yuting Wang

Original paper licensed under CC BY 4.0 (https://creativecommons.org/licenses/by/4.0/). ✨ This is an AI-generated explanation of the paper below. It is not written or endorsed by the authors. For technical accuracy, refer to the original paper. Read full disclaimer

Imagine you are scrolling through your phone, watching a 15-second video of someone gliding through an ancient temple in beautiful, flowing traditional robes. You feel a spark of wonder, a sudden "I want to do that!" feeling. This is the world of Hanfu, the traditional clothing of the Han ethnic group, which has exploded in popularity among young people in China. But how does a quick video on a screen turn into a real-life adventure? To understand this, scientists use a few big ideas. First, there's the Stimulus-Organism-Response idea: something happens outside you (the video), it changes how you feel inside (your thoughts and feelings), and that leads to what you actually do (traveling). Then there's the idea of Motivation vs. Constraints: the things that push you to go (like curiosity or wanting to look cool) versus the things that hold you back (like being scared of looking weird or not knowing how to rent the clothes). Finally, there's Attitude, which is like the final decision your brain makes after weighing all those pros and cons. Everyone cares about this because it helps us understand how digital content can bring people together with history and culture, turning a simple scroll into a real-world experience.

This paper, written by You-Yu Dai and Yuting Wang, dives deep into that exact process. They wanted to figure out exactly how Short-Video Marketing (SVM)—those snappy, fun clips on apps like TikTok or Douyin—changes a person's mind about Hanfu Travel. They didn't just ask, "Did the video make you want to go?" They asked a more complex question: "How did the video change your reasons for going and your fears about going, and how did those changes combine to create a great experience?"

Think of the researchers as detectives solving a mystery with a very specific map. They surveyed 408 people who are already interested in Hanfu culture. They built a model to test two secret pathways that connect the video to the actual trip.

The first pathway is the "Push" path. The video acts like a friendly nudge, boosting your Motivations (HTM). It makes you feel excited, curious, and eager to explore your heritage. The second pathway is the "Pull" path. This is the really clever part of their discovery. Usually, we think of obstacles (like "I'm too shy to wear this in public" or "I don't know where to go") as static walls that stop us. But this study found that short videos act like a dissolving agent. The videos don't just ignore the obstacles; they actively reduce the constraints (HTC). By showing real people having fun and looking good, the videos make the scary parts feel manageable. They teach you how to "negotiate" the barriers.

Both of these paths—the boost in excitement and the drop in fear—flow into one central river: Attitude (HTA). This is your overall feeling about the trip. Once your attitude is positive, it leads to a high-quality Interactive Experience (HTIE). This isn't just "I had a nice time"; it's a deep, performative experience where you feel like you are part of the story, co-creating the moment with the place and the people.

The results were clear and surprising in a good way. The study found that short videos do not directly force you to have a great experience. Instead, they work entirely through these psychological shifts. The videos successfully increased motivations and decreased constraints. When you combine a stronger "I want to" with a weaker "I can't," your attitude becomes super positive, and that is what creates the amazing interactive experience.

The authors also ruled out a few things. They showed that the video doesn't just magically make the experience happen on its own; the internal mental work (changing your mind about the barriers and the reasons) is absolutely necessary. They also found that while both paths matter, the "push" of motivation was a slightly stronger driver than the "pull" of removing fears, though both were essential.

In simple terms, this paper proves that short videos are like a training ground for cultural travel. They don't just sell a destination; they train your brain to be brave enough to try it and excited enough to want it. By turning abstract cultural symbols into relatable, visual stories, these videos help young people overcome their social anxiety and logistical worries, turning a digital spark into a real-life, immersive adventure. The study suggests that for this kind of niche, identity-driven travel, the key isn't just showing a pretty picture; it's showing people how to participate and why it matters, effectively dismantling the mental walls that keep them on the sidelines.

Technical Summary: Short-Video Marketing and Hanfu Travel Interactive Experiences

Problem Statement and Research Gap
The study addresses the psychological mechanisms driving the transition from digital consumption of short-video marketing (SVM) to physical participation in Hanfu travel (wearing traditional Han Chinese clothing for tourism). While the Hanfu market is projected to reach 19.11 billion yuan by 2025, the specific drivers of this trend remain under-theorized. Existing literature often treats travel constraints as static barriers and focuses on general tourist satisfaction rather than the "performative interactive experience" unique to niche cultural tourism. Furthermore, there is a lack of granular empirical research connecting SVM stimuli to specific psychological mediators (motivations, constraints, and attitudes) within the context of intangible cultural heritage fashion. The study aims to determine if SVM effectively promotes Hanfu travel and enhances the interactive experience (HTIE) through dual sequential mediation pathways.

Methodology

Data Collection: The study utilized a cross-sectional survey design targeting Hanfu travel enthusiasts and potential consumers on Chinese social media platforms (Xiaohongshu, WeChat, QQ). A total of 480 questionnaires were distributed, yielding 408 valid responses after screening for attention checks and response times.
Sampling: The sample consisted primarily of younger demographics (Generation Z and Millennials), with 57.4% female and 42.6% male participants. Educational backgrounds were diverse, with 48.8% holding undergraduate degrees.
Instrumentation: Five latent constructs were measured using adapted scales:
1. Short-Video Marketing (SVM): Content quality, credibility, and entertainment value.
2. Hanfu Travel Motivations (HTM): Intrinsic drives such as cultural identity and self-actualization.
3. Hanfu Travel Constraints (HTC): A newly developed scale covering interpersonal, intrapersonal (e.g., social anxiety), and structural barriers.
4. Hanfu Travel Attitudes (HTA): Evaluative judgments toward the activity.
5. Hanfu Travel Interactive Experience (HTIE): A performative construct involving quasi-social, narrative, and environmental interactions.
Analytical Strategy: The study employed Covariance-Based Structural Equation Modeling (CB-SEM) using SPSS AMOS 26.0 for model estimation and fit assessment. Mediation effects were tested using Hayes' PROCESS Macro (Model 6) with 5,000 bootstrap resamples to assess serial indirect effects. Common Method Bias (CMB) was controlled via Harman's single-factor test and a latent common method factor approach.

Key Results
The structural equation model demonstrated excellent fit indices ( $\chi^2/df = 1.041$ , CFI = 0.997, RMSEA = 0.010). The hypothesis testing revealed the following:

Direct Effects: SVM significantly positively influences HTM ( $\beta = 0.344$ ) and HTA ( $\beta = 0.254$ ), while significantly negatively influencing HTC ( $\beta = -0.345$ ), indicating SVM acts as a constraint-mitigating force.
Mediating Pathways:
- HTM and HTC to HTA: HTM positively predicts HTA, while HTC negatively predicts HTA.
- HTA to HTIE: HTA significantly positively predicts HTIE ( $\beta = 0.436$ ).
Serial Mediation: The direct effect of SVM on HTIE was non-significant when mediators were included, indicating full mediation. Two significant serial mediation paths were identified:
- Path 1 (Motivation Chain): SVM $\rightarrow$ HTM $\rightarrow$ HTA $\rightarrow$ HTIE (Inconsistent/Competitive Serial Mediation).
- Path 2 (Constraint Chain): SVM $\rightarrow$ HTC $\rightarrow$ HTA $\rightarrow$ HTIE (Inconsistent/Competitive Serial Mediation).
- Path 3 (Attitude Chain): SVM $\rightarrow$ HTA $\rightarrow$ HTIE (Partial Mediation).
Model Explanatory Power: The model explained 30.2% of the variance in HTA and 26.7% of the variance in HTIE.

Key Contributions and Claims
The paper claims three primary theoretical contributions:

Reconceptualization of Constraints: Unlike traditional views of constraints as static barriers, this study models them as dynamic, malleable mediators that can be actively mitigated by digital marketing stimuli.
Dual Sequential Mediation Framework: The study extends the Stimulus-Organism-Response (S-O-R) framework and the ABC attitude model by integrating simultaneous "push" (motivations) and "pull" (constraints) forces. It demonstrates that SVM influences HTIE not directly, but through a complex psychological sequence where digital stimuli first alter motivations and alleviate constraints, which then consolidate into attitudes that drive interactive experiences.
Differentiation of Experience vs. Satisfaction: The research distinguishes "performative interactive experience" from generic tourist satisfaction, framing HTIE as a value co-creation process rooted in identity construction and social interaction, rather than mere consumption.

Significance and Implications
The authors posit that the study offers a targeted psychological framework for heritage tourism and short-form video marketing.

For Destination Management Organizations (DMOs): SVM should be used to produce content that specifically addresses and reduces intrapersonal and structural constraints (e.g., social anxiety about wearing Hanfu), thereby lowering barriers to entry.
For Content Creators: Narratives should focus on identity-driven aesthetic appeals and cultural belonging to stimulate intrinsic motivations, rather than simple sightseeing promotion.
For Theoretical Discourse: The findings suggest that in high-aesthetic subcultures, the "affective" component of the ABC model carries significant weight, and digital storytelling serves as a "constraint-shattering" tool that facilitates the transition from digital observation to physical participation.

The paper concludes that while SVM does not directly dictate the interactive experience, it is the critical catalyst that reshapes the psychological landscape (motivations and constraints) necessary for high-quality cultural immersion to occur.

Technical Summary: Short-Video Marketing and Hanfu Travel Interactive Experiences

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