Impact of Customer Behavior and Short Video Marketing on Chinese Customer Loyalty to Ethnic Minority Clothing

Abstract

This study aims to investigate the impact of customer behavior and short video marketing on the loyalty of Chinese consumers toward ethnic minority clothing. A total of 407 responses were collected from Chinese consumers who had purchased ethnic minority clothing through short video marketing platforms. The data was gathered from Kunming, Honghe, and Xishuangbanna. The statistics used to analyze the data included descriptive statistics, such as frequency, percentage, mean, and standard deviation, as well as inferential statistics, including independent samples t- tests, one-way ANOVA, LSD, and multiple linear regression, with a statistical significance level of 0.05. The results found that the most representative age group is 25-34. The majority of respondents are from the Dai ethnic group. They are from Honghe. In terms of gender, the majority are female. Regarding occupation, the proportion of freelancers among the respondents is the highest. The respondents' education level is relatively high, with the majority having received higher education. In terms of income, the middle-income group (earning between $4,000 and $6,000 per month) constitutes the largest portion of the sample. The first hypothesis was tested, and it was found that occupation has a significant impact on customer loyalty. The second hypothesis was tested, and it was found that customer behavior did not significantly impact customer loyalty based on various factors, including buying time, method of purchase, frequency of purchase, payment method, use of video marketing apps, reasons for care, and reasons for purchase. The third hypothesis was tested, and it was found that short video marketings impact customer loyalty to ethnic minority clothing.