Dataset for Research on ICH Clothing Purchase Intention
Description
This dataset supports the study “Cultural Value, Social Identity, and Purchase Intention of Intangible Cultural Heritage (ICH) Clothing: The Moderating Role of Willingness to Pay a Premium.” The study examines whether the cultural value of ICH clothing is associated with three dimensions of social identity—cognitive, affective, and evaluative identity—and whether these dimensions are related to consumers’ purchase intention. It also tests whether willingness to pay a premium strengthens the relationships between affective and evaluative identity and purchase intention. The data were collected through a structured questionnaire survey in China. A total of 463 valid responses were retained. The questionnaire measured cultural value, cognitive social identity, affective social identity, evaluative social identity, purchase intention, willingness to pay a premium, and selected demographic characteristics. Variables are numerically coded, and higher scores generally indicate stronger agreement with the corresponding statements. Structural equation modeling was used to test the proposed relationships, while moderation analysis examined the role of willingness to pay a premium. The results show that cultural value is positively associated with cognitive and evaluative social identity, but not significantly associated with affective social identity. All three social identity dimensions are positively associated with purchase intention. Willingness to pay a premium also strengthens the relationships between affective identity and purchase intention and between evaluative identity and purchase intention. The dataset can be used to reproduce the reported analyses or support further research on ICH clothing, cultural consumption, social identity, consumer behavior, and purchase intention. Because the data are cross-sectional and self-reported, the results should be interpreted as statistical associations rather than causal relationships.
Files
Steps to reproduce
The data were obtained through a structured questionnaire survey conducted in China from October 16 to November 16, 2025. The questionnaire was distributed online using Wenjuanxing. Participants were recruited from art and design education groups, intangible cultural heritage-related online communities, and ICH clothing exhibitions. An initial screening question was used to ensure that respondents had relevant knowledge of or exposure to ICH clothing, ICH products, art and design education, ICH communities, or related exhibitions. Before the formal survey, the questionnaire was pre-tested with 20 teachers who had relevant experience in clothing, fashion consumption, or intangible cultural heritage design. The pre-test was used to assess item clarity, wording, and contextual suitability. Feedback indicated that the items were generally understandable, and only minor wording adjustments were required. The questionnaire measured six main constructs: cultural value, cognitive social identity, affective social identity, evaluative social identity, purchase intention, and willingness to pay a premium. It also collected demographic information. After data screening and the removal of incomplete or invalid responses, 463 valid questionnaires were retained for analysis. All data were anonymized before being prepared for sharing. Data analysis was conducted using SPSS 27.0 and AMOS 26.0. First, confirmatory factor analysis was performed to assess the measurement model, including construct reliability, convergent validity, and discriminant validity. Cronbach’s alpha coefficients were calculated to evaluate the internal consistency of each scale. Structural equation modeling was then used to test the proposed relationships among cultural value, the three dimensions of social identity, and purchase intention. Finally, moderation analysis was conducted using the PROCESS V4.1 macro for SPSS. Interaction terms were used to examine whether willingness to pay a premium changed the strength of the relationships between affective social identity and purchase intention and between evaluative social identity and purchase intention. The results showed positive moderating effects in both relationships. To reproduce the research, users can apply the same variable coding scheme, conduct confirmatory factor analysis and structural equation modeling in AMOS, and test the interaction effects using PROCESS V4.1 in SPSS. The shared files include the anonymized dataset, questionnaire, variable coding information, and statistical outputs needed to understand and replicate the analysis.