忙碌对怀旧消费的影响研究  

Study on the Influence of Busyness on Consumers'Nostalgic Consumption

作　　者：杨君茹[1] 朱雅静 YANG Jun-ru;ZHU Ya-jing(School of Business Administration,Zhongnan University of Economics and Law,Wuhan Hubei 430071,China)

机构地区：[1]中南财经政法大学工商管理学院,武汉430071

出　　处：《湖北经济学院学报》2022年第5期57-65,128,共10页Journal of Hubei University of Economics

摘　　要：本文探讨了忙碌对怀旧消费意愿的影响及其作用机理,通过实验法验证了处于忙碌生活中的个体拥有更高的怀旧消费意愿,慢动机在其中发挥中介作用。此外,当消费者的慢动机通过其他方式得到满足或者消费者是为了某个确定的目标而忙碌时,主效应会减弱甚至消失。本文丰富了忙碌和怀旧消费领域的相关研究,对企业如何利用社会现实中忙碌的特征提高营销效果亦具有重要的指导价值。The busy city life and day-to-day work put a double pressure on people's body and spirit,while most people cannot press the pause button on their busy life at any time.They can only recall the long time past from the"very slow"past,and try to find ways to satisfy the slow motive from nostalgia,thus generating nostalgic consumption behavior.This paper explores the effect of busy⁃ness on nostalgia consumption intention and its mechanism of action,and verifies experimentally that individuals in busy life have high⁃er nostalgia consumption intention,in which slow motivation plays a mediating role.In addition,the main effect diminishes or even dis⁃appears when consumers'slow motivation is satisfied by other means or when consumers are busy for a defined goal.This paper enrich⁃es the research in the field of busy and nostalgic consumption,and it is an important guide for companies to take advantage of the busy social reality to improve their marketing effectiveness.

关 键 词：忙碌 慢动机 怀旧消费 

分 类 号：F274[经济管理—企业管理]