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

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 nostalgia tendency areimportant factors in nostalgia transmission mechanism,affects theconsumer nostalgiapurchase intention. (2)Different types ofnostalgia ads inspirenostalgia emotional reactions,relate mental imagination,product attitudeand purchase intention are pared with the interpersonal nostalgia advertisement,family nostalgia advertisement Can produc