怀旧消费、购买意愿与品牌依恋研究综述  

Review on Nostalgia Consumer,Purchase Intention and Brand Attachment

作　　者：孙明贵[1] 

机构地区：[1]东华大学旭日工商管理学院,上海200051

出　　处：《经济与管理评论》2015年第5期48-57,共10页Review of Economy and Management

基　　金：中航集团广义虚拟经济研究专项基金"广义虚拟体验环境下群体怀旧的形成机理及其消费行为研究"(项目编号:GX2011-1008(Y))的阶段性成果

摘　　要：怀旧心理并不都是通过消费来释怀,需要借助于中介渠道才能形成购买意愿。怀旧心理对消费者购买意愿的影响是间接的,存在一个转化过程。理论界通过研究怀旧诱因摸清了怀旧消费的唤醒机制和催发机制,从而为怀旧营销提供了有效路径。怀旧消费行为的基础理论研究不仅揭示了消费者精神层面的消费动机,而且为品牌管理等领域的研究提供了新视点,体现了营销学理论的新发展和新成就。The purpose of this paper is effectively resolving the issue of Nostalgia impact on consumer purchase intention,which is in-direct and a transformation process.We try to analysis to interpret nostalgia is not always to be relieved by the consumer,and consum-ers need intermediaries to help form a willingness to buy.The paper achieves its aims and an effective way by reviewing the relevant lit-erature and illustrating the theory of nostalgia incentive to find out the wake -up and muster mechanism by nostalgic consumer.Final-ly,we show that foundation theory of nostalgia consumer behavior not only reveals spiritual motivation by consumer,but also provides a new point of view in areas such as brand management.We have found proposals to help understand the new developments and achieve-ments in marketing theory.

关 键 词：怀旧消费 购买意愿 品牌依恋 

分 类 号：F713.55[经济管理—市场营销]