Xiaofan Suo’s scientific contributions

As an ancient cultural element, Dunhuang murals have strong historical and cultural inheritance significance. This study explores the impact of cultural identity on consumers' purchase intention, which has certain theoretical significance and practical value. Theoretically, this research advances the assumptions of the Theory of Planned Behavior (TPB) by integrating cultural identity into the model. Based on the existing literature on ancient culture and cultural identity, this study proposes a new research framework to empirically test the relationship between ancient cultural symbols, cultural identity, emotional value, and consumer purchase intention. By analyzing the collected data through structural equation modeling (SEM), the study draws the following conclusions: First, ancient cultural symbols significantly enhance an individual’s sense of cultural identity and emotional value perception, thereby significantly affecting their purchase intention. Second, ancient cultural symbols impact consumers' purchase intention directly and indirectly through cultural identity and emotional value. Cultural identity also impacts consumers' purchase intention directly and indirectly through emotional value. Finally, ancient cultural symbols have a significant positive impact on purchase intention through the chain mediation effect of cultural identity and emotional value. In summary, ancient cultural symbols not only directly enhance cultural identity, emotional value, and purchase intention, but also indirectly affect purchase intention through the intermediary effects of cultural identity and emotional value. The research results provide empirical basis for the use of traditional cultural symbols in product design and marketing strategies. In particular, they provide theoretical support for the marketing strategy of Dunhuang mural casual clothing, which helps to enhance consumers' cultural identity and purchase intention.

Dunhuang murals are an artistic treasure of world cultural heritage. Dunhuang murals were in their heyday during the Tang Dynasty. The murals of this period were extremely artistic and representative. Integrating them with modern clothing design has great cultural significance and room for development. This article explores the integration of Dunhuang murals in the Tang Dynasty and modern clothing design, introduces the brief history and development of Dunhuang murals in the Tang Dynasty, summarizes the design principles and practices for research, and provides theoretical basis and design reference for other related theme costume designs. In inheriting ancient Chinese At the same time, it injects more cultural atmosphere and artistic charm into modern clothing design to meet people's needs for diversified and personalized clothing. It also makes a positive contribution to the inheritance and promotion of Dunhuang culture.