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Consumer experiences with cultural fashion for special events often involve heightened expectations, with satisfied customers typically demonstrating increased brand engagement and loyalty. Traditional cultural attire, such as the Chinese Qipao, is widely recognized as quintessential for expressing cultural identity and fashion sensibility, particularly for weddings and other significant life events. Understanding these consumer experiences is crucial for cultural fashion brands seeking to expand their customer base by strategically enhancing consumer satisfaction through providing innovative features. This study, which examines customer experiences with hybrid customized high-end Qipaos for weddings using the integrated customer value framework, seeks to identify value dimensions that lead to satisfied customers. LDA and thematic analyses reveal three predominant themes. Specifically, the theme of “style”, reflecting esthetic values, emerged as the most influential factor and drives customer satisfaction, favorable word of mouth, and referrals. The theme of “fit”, representing performance values, was identified as a basic product feature and functions as a dissatisfier that customers take for granted when customizing high-end traditional cultural attire. This study used a dictionary-based analysis to examine consumers’ price, service, and traditional element preferences. This study proposes a five-dimensional value framework for assessing the high-end expressive fashion customization processes and experiences from a customer value perspective. The findings theoretically expand consumer value theory within customized consumption and offer practical recommendations for e-commerce brands and customization enterprises, aiming to enhance customer satisfaction. Full article

Ancient Chinese wedding ceremonies served as the solemn rituals for witnessing and establishing marriage, primarily aimed at forging kinship ties between two families and fulfilling the obligations of ancestral worship and lineage continuation. Within the Confucian tradition, the family and the state have always been interconnected, and ancient Chinese weddings, dating back to the Zhou dynasty, have maintained the fundamental order of both the family and society. This article primarily explores the influence of Confucianism on ancient Chinese wedding rituals and customs, as well as the historical evolution of wedding ceremonies throughout different dynasties. According to Confucian principles, the main procedures of the wedding ceremony included six rituals: “Nacai” (proposal ceremony), “Wenming” (name inquiry), “Naji” (betrothal gift ceremony), “Nazheng” (gifts for the selection of the auspicious day), “Qingqi” (asking for a wedding date), and “Qinying” (wedding procession). These six rituals were collectively known as the “Six Rites”. This study found that, during the Qin and Han dynasties and the Tang and Song dynasties, there were two important stages of reform of wedding ceremonies under the influence of Confucianism. The “Six Rites” were streamlined and merged into the “Three Rites”, gradually becoming more secular. During the Ming and Qing dynasties, the interaction between Confucianism and the wedding ceremony weakened until the Republic of China period, when traditional constraints were broken. It is evident that the “Six Rites” have continued to serve as the template of traditional Chinese weddings and have been the important basis for subsequent wedding customs. Full article