Hanfu Consumer Preference Survey

Welcome to the Hanfu Consumer Preference Survey! This questionnaire is part of an academic research project, aiming to collect data to understand consumers' preferences and needs regarding Hanfu products. The survey takes approximately 5-8 minutes to complete. All your responses will be kept strictly confidential and used for research purposes only, with no information shared with any third party. Your honest answers are highly valued. Thank you for your participation!
* What is your gender?
* What is your age range?
* What is your highest level of education completed?
* What is your approximate monthly personal income?
* Which of the following best describes your current familiarity with Hanfu?
* How did you first learn about Hanfu culture?
A. Social media (e.g., TikTok, Instagram, Xiaohongshu)
B. TV dramas / movies
C. Recommendations from friends or family
D. School / cultural activities
E. Online articles / documentaries
F. Hanfu offline events / exhibitions
G. Other: ______
* Hanfu has different style categories. Which of the following styles are you most interested in? (Select up to 3)
A. Ruqun (top + skirt)
B. Aoqun (jacket + skirt)
C. Beizi / Banbi (straight coat / half-sleeve upper garment)
D. Shenyi (deep robe)
E. Zhiduo / Daopao (straight robe for men)
F. Xiuhefu (traditional wedding Hanfu)
G. Qixiong Ruqun (high-waisted upper garment + skirt)
H. Other: ______
* (1) Fabric comfort and breathability
* (2) Design aesthetics and traditional cultural authenticity
* (3) Price affordability
* (4) Size inclusivity and fit
* (5) Brand reputation and user reviews
* (6) Customization options (e.g., size, embroidery details)
* What is your acceptable price range for a complete set of daily-wear Hanfu?
* What is your acceptable price range for a high-end / ceremonial Hanfu (e.g., wedding, performance)?
* Which of the following channels do you prefer to use when purchasing Hanfu? (Select up to 2)
A. Official brand websites
B. E-commerce platforms (e.g., Amazon, Taobao, Etsy)
C. Social media shop links (e.g., Instagram shop, TikTok shop)
D. Offline Hanfu physical stores
E. Second-hand platforms (e.g., Xianyu, Depop)
F. Custom studio private appointments
G. Other: ______
* How likely are you to recommend Hanfu products to your friends or family?
不可能
极有可能
0
1
2
3
4
5
6
7
8
9
10
* What is the main scenario where you would wear Hanfu? (Select up to 2)
A. Daily casual wear (e.g., shopping, walking)
B. Traditional cultural festivals (e.g., Lunar New Year, Mid-Autumn Festival)
C. Cosplay / photography activities
D. Wedding / formal ceremonies
E. Hanfu club / offline cultural events
F. School / workplace cultural activities
G. Other: ______
* What is the biggest concern you have when buying Hanfu online?
A. Actual fabric quality differs from product pictures
B. Size does not match the size chart
C. Design details (e.g., embroidery, patterns) are not as shown
D. Slow shipping or high logistics cost
E. Difficulty in returning / exchanging items
F. Lack of after-sales service
G. No concerns for online shopping of Hanfu
H. Other: ______
* Are you interested in personalized customized Hanfu services (e.g., custom size, custom embroidery patterns, fabric selection)?
* Which of the following Hanfu supporting products are you likely to purchase together with Hanfu clothing? (Select up to 3)
A. Traditional hair accessories (e.g., buyao, hua)
B. Hanfu-specific shoes (e.g., embroidered shoes, cloud shoes)
C. Traditional jewelry (e.g., jade pendants, earrings)
D. Hanfu props (e.g., round fans, oil-paper umbrellas)
E. Makeup products suitable for Hanfu styling
F. Storage bags / boxes for Hanfu
G. None of the above
H. Other: ______
* If a Hanfu brand launches a new collection, what information would you most want to see on the product detail page? (Select up to 3)
A. Real-life wearing pictures / videos
B. Detailed fabric composition and care instructions
C. Size measurement guide with real model references
D. Cultural background introduction of the design
E. User reviews with real photos
F. Customization option descriptions
G. Price comparison with similar products
H. Other: ______
* Would you be willing to participate in offline Hanfu cultural experience activities organized by brands (e.g., Hanfu shows, traditional handicraft workshops)?
* What suggestions do you have for improving Hanfu products or shopping experience? Please describe in detail.
* Would you like to receive event updates or new product notifications from Hanfu brands in the future?
* [If yes] Please leave your email address: