怀旧广告类型对消费者购买意愿影响研究：怀旧倾向调节效应.pdf

浙江工商大学硕士论文怀旧广告类型对消费者购买意愿的影响研究:怀旧倾向的调节效应旧广告能产生更多的怀旧情感反应,引发更为积极的产品态度和强烈的购买意愿,而人际怀旧广告能使消费者产生更多的心理想象。(3)消费者怀旧倾向存在着个性特质差异,可划分为低怀旧倾向者和高怀旧倾向者。对于高、低怀旧倾向者而言,怀旧广告激发的怀旧情感反应、心理想象与产品态度之间的关系存在显著差异,高怀旧倾向者具有显著相关性,但低怀旧倾向者相关性不显著。在产品态度与购买意愿的关系方面,无论是高怀旧倾向者,还是低怀旧倾向者均存在显著相关性。因此,怀旧倾向调节消费者的怀旧心理和行为意愿, 消费者怀旧倾向的差异将影响其的情感反应和心理想象,导致消费者态度和行为意愿的不同。关键词:怀旧广告;情感反应;心理想象;怀旧倾向;购买意愿万方数据 STUDY ON THE EFFECT OF NOSTALGIA AD TYPES ON CONSUMERS’PURCHASE INl卫NTION:MODERATING EFFECT OFNOSTALGIC TENDENCY ABSTRACT Since the1990s,the whole society ofnostalgia consumption trends appear to promote theoretical research on consumers’Nostalgia phenomenon inacademic circle,make e very concerned by researchers inthe eld methods ofconsumer nostalgic ismature inforeign,and have abundant research results. Domestic research isalsoincreasing,but mostjust summarize resultsof previous studies,urgently fromempirical research on conduction process of consumer nostalgia,formation mechanism of nostalgic purchase behavior,factors affectnostalgia purchasing behavior aspects make Based on areview ofexisting literatureand draw on previous research results,thisstudy isbased on thetheory ofconsumer behavior and emotional arousal bines with Chinese cultural background and He’S Chinese consumer nostalgia proneness scale, experimental stimulinostalgia adtypes aredivided intofamilynostalgia 万方数据浙江工商大学硕士论文怀旧广告类型对消费者购买意愿的影响研究:怀旧倾向的调节效应 and interpersonal specific stimuli nostalgia advertisement arouse emotional response,nostalgia psychology andtheir from theaspect ofconsumer’Sown factors,influence factor model isbased on the design and verification of consumer nostalgiapurchase intention toreveal formationmechanism,transmission mechanism of consumers nostalgia psychology and nostalgia thehelp ,this study analyzes the survey data collected,ed to the following conclusions: (1)Nostalgic emotional reactions,mental imagination and consumer nostalgi