Kansei evaluation on Hanfu style diversities based on user perception and acceptance

On the rise of China-chic, diverse trends have surfaced in the Hanfu development because of revivification and innovation. Understanding the perception and acceptance of potential users is vital for Hanfu development as it develops genuine confidence in their national identity and traditional culture. This study investigated and discussed the Kansei aspect of perception and acceptance of users in the appearance and structure of Hanfu. The study aims to grasp of characteristics of Kansei to identify the diverse style of Hanfu images to help designers understand the market needs of Hanfu products style and improve the attractiveness of a product. Two types of Hanfu were selected for evaluation. All data were gathered and analysed using semantic differential methods, descriptive statistics, factor analysis and hierarchical clustering analysis. Results revealed two kinds of Hanfu: S01 can be categorised as practical and modern traditional Hanfu images, whereas S02 represented original and adequate fashionable Hanfu images. Finally, this paper is the first empirical research in Hanfu using the Kansei engineering method from users' perception and acceptance.