With the trend of national cultural confidence and the growing appreciation for aesthetic diversity, traditional apparel from different countries or regions has become a driving force in the clothing industry. Hanfu, an emerging trend that industrializes traditional culture, has garnered increasing attention from consumers. Thus, with the objective of exploring the psychological antecedents of Hanfu consumers’ purchase intentions from the perspectives of product identification, cultural motivation, and consumers’ perceived authenticity, the present study was empirically conducted with a sample of 823 respondents. Partial least squares-structural equation modeling (PLS-SEM) was employed to examine the proposed research model. The results demonstrate that consumers’ identification with Hanfu and cultural motivation positively influence object-based and existential authenticity, as well as purchase intention. Furthermore, the mediating effect of perceived object-based authenticity is confirmed, indicating its significance in shaping consumers’ purchase intentions, while the mediating effect of existential authenticity is found to be insignificant. Research findings could contribute to the understanding of the psychological mechanisms driving consumers’ purchase intentions towards traditional clothing and highlight the importance of consumers’ perceived object-based authenticity in the market of traditional cultural clothing.

Purpose: Online retailers are pioneering the incentivization of customers to generate more product reviews by rewarding them. However, little is known about the impact of reward types on customers' review behavior, including review frequency and sentiment. To address this gap, we investigated the effects of different reward types on customers' review behavior and how these rewards influence customers' review behavior.Design/methodology/approach: We collected secondary data and empirically tested the hypothesis by analyzing the change in reward policy. Regression and two-stage Heckman models were applied to investigate the effects, with the latter used to control potential selection issues.Findings: The results revealed that monetary rewards can stimulate customers to generate more positive product reviews. Furthermore, the reward amount has a negative moderating effect on the aforementioned relationship. Additionally, customer tenure negatively moderates the relationship between monetary rewards and review behavior.Originality/value: This study contributes to the understanding of user-generated content motivation and provides managerial implications for reward programs.

Purpose: This study explores the inverted U-shaped relationship between the number of creative strategies (NCS) and consumer response to new products as incrementally new products (INPs) and really new products (RNPs).Design/methodology/approach: Leveraging a dataset of 757 digital video advertisements from six prominent technology-driven companies, content analysis and hierarchical polynomial regression were employed to explore the relationship between the NCS and consumer responses, considering product newness.Findings: The results reveal a highly significant inverted U-shaped relationship between NCS and consumer response. The turning point of the inverted U-shaped function was 3.204. This relationship holds for both types of new product: INP and RNP. In addition, product newness negatively affects consumer responses. Based on this research, this study found that technology-driven new product video advertisements use more information and argument types of creative strategies. In addition, compared to INP, RNP video ads use more command and habit-starting creative strategies.Research limitations/implications: Further research on the effect of the combination of multiple creative strategies on consumer responses can help advertisers design an effective advertisement.Practical implications: Advertisers can determine the best mix of creative strategies based on the type of new product.Originality/value: This study confirms that the impact of NCS on consumer responses is not a simple linear relationship. When the three creative strategies are implemented, consumers’ positive reactions reach their maximum value.