怀旧倾向对老字号真实性与品牌承诺、购买意愿关系的调节作用  

Regulating effect of nostalgia proneness on relationship between authenticity of time-honored brand,brand commitment and purchase intention

作　　者：王秀宏[1] 杨立娟[1] 马向阳[1] 

机构地区：[1]天津大学管理与经济学部,天津300072

出　　处：《沈阳工业大学学报（社会科学版）》2017年第1期50-57,共8页Journal of Shenyang University of Technology(Social Sciences)

基　　金：国家自然科学基金资助项目(71272149);教育部人文社会科学一般项目(11YJA630076)

摘　　要：以老字号品牌为研究背景,探讨老字号真实性与品牌承诺和消费者购买意愿的关系,加入怀旧倾向作为调节变量,研究怀旧倾向对该关系的影响。选取天津狗不理餐厅作为研究对象,通过统计工具AMOS 17.0和SPSS 20.0对假设进行检验。结果显示:老字号原真实和自我真实对品牌承诺和购买意愿有正向影响,怀旧倾向正向调节老字号真实性与品牌承诺和购买意愿的关系。从品牌关系角度出发研究真实性与购买意愿之间的关系,为今后老字号品牌的发展开拓了新的视角。The time-honored brand is taken as research background,the relationship of authenticity of time-honored brand,brand commitment and purchase intention is discussed,and nostalgia proneness is introduced as moderating variable to study the influence of nostalgia proneness on the relationship. Tianjin Goubuli restaurant is selected as research object,and statistical tools AMOS 17. 0 and SPSS 20. 0 are applied to test the hypothesis. The results show that： the original authenticity and self authenticity of time-honored brand have positive effect on brand commitment and purchase intention,and nostalgia proneness has positive moderation effect on the relationship between authenticity of time-honored brand,brand commitment and purchase intention. The study of the relationship between authenticity and purchase intention from the aspect of brand relationship opens up a new perspective of development of time-honored brand in the future.

关 键 词：品牌发展 怀旧倾向 老字号 真实性 品牌承诺 购买意愿 

分 类 号：F713[经济管理—产业经济]