消费者怀旧消费意愿、机理及营销启示  

Consumers' Willingness of Nostalgic Consumption,Mechanism and the Implication for Marketing

作　　者：俞林[1,2] 孙明贵[1] 周桂瑾[2] 

机构地区：[1]东华大学旭日工商管理学院,上海市200051 [2]无锡职业技术学院经济管理学院,江苏无锡214121

出　　处：《中国流通经济》2014年第1期83-86,共4页China Business and Market

基　　金：国家社科基金项目"区际产业转移及其对区域经济关系的影响"(项目编号:10BJL044);教育部人文社科项目"怀旧消费的唤起及其作用机理研究"(项目编号:10YJC630399);2013年度江苏省高校哲学社会科学基金项目"消费者对碳标签食品的认知及支付意愿研究"(项目编号:2013SJB6300092)的资助

摘　　要：随着社会经济转型的加快,当人们正享受着高速发展的现代文明时,未来不确定性、市场竞争加剧、生活节奏加快、工作压力加大等让人们开始怀念正与都市生活逐步远离的真正的恬静、自然、简单的感觉,导致怀旧成为一种社会现象并引起国内外学者关注,怀旧消费思潮体现在社会消费的各个层面,日常生活消费领域及文化视听领域均风靡怀旧消费。基于此,本文重点研究消费者怀旧消费意愿的形成机理、模型及其对企业的营销启示。With the rapid social and economic transformation, while enjoying the rapid developing modem culture, people are gradually far away from the real peaceful, natural and simple feelings because of future uncertainty, severe market competition, quickening life rhythm, and rising pressure, which makes nostalgia become a social phenomenon attracting attention from domestic and foreign scholars. The idea of nostalgic consumption was demonstrated in every level of social consumption, such as daily life consumption and audio and visual consumption areas. Based on this, the author carries out research on the formation mechanism, model of willingness of nostalgic consumption and the implication for marketing.

关 键 词：消费者 怀旧消费 消费意愿模型 营销启示 

分 类 号：F274[经济管理—企业管理]