集体怀旧对服装消费者国货意识的影响  

Influence of collective nostalgia on national-brand consciousness of clothing consumers

作　　者：张义 周航 ZHANG Yi;ZHOU Hang(School of Economics and Management,Shanghai Institute of Technology,Shanghai 201418,China)

机构地区：[1]上海应用技术大学经济与管理学院,上海201418

出　　处：《毛纺科技》2023年第1期113-120,共8页Wool Textile Journal

基　　金：国家社会科学基金项目(18BKS165)。

摘　　要：为探究怀旧心理与服装消费者国货意识之间的联系,在梳理现有理论的基础上,将集体怀旧作为因变量来观测其对服装消费者国货意识的影响,并考察身份认同中个人身份认同、社会身份认同和集体身份认同3个维度以及社会情绪在其中是否起到重要作用。通过问卷调查法进行实证研究,结果表明,集体怀旧对服装消费者国货意识具有正向影响;个人身份认同、社会身份认同和集体身份认同均在集体怀旧与国货意识之间起中介作用;社会情绪分别在社会身份认同、集体身份认同与国货意识之间存在正向调节作用,而在个人身份认同与国货意识之间不存在显著的调节作用。研究结果对国产服装品牌的可持续发展以及服装行业的怀旧营销具有一定参考价值。In order to explore the relationship between nostalgia and the national-brand consciousness of clothing consumers,collective nostalgia was taken as antecedent variable to observe its influence on the national-brand consciousness of clothing consumers on the basis of combing existing theories.In addition,personal identity,social identity,collective identity and social emotion were taken to examine whether social emotion plays an important role in the identification.Through the questionnaire survey,the empirical research results show that collective nostalgia has a positive effect on the national-brand consciousness;Personal identity,social identity and collective identity all play mediating roles between collective nostalgia and national-brand consciousness.Social emotion has a positive moderating effect on social identity,collective identity and national-brand consciousness,while there is no significant moderating effect on individual identity and national-brand consciousness.The research results have certain reference value for the sustainable development of national-brand and the nostalgia marketing of the clothing industry.

关 键 词：服装 集体怀旧 国货意识 身份认同 社会情绪 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]