| Under the background of social transformation in today's China,our society is filled with varieties of anxieties,which has been viewed to be a symbolic sign of the Times seemly.To some extent,therefore,our nation has entered an era of "national anxiety",the one full of so many significant social psychological phenomena.In view of this,people begin to miss,recall the lost originally quiet,peaceful and simple life,by the instinctive pursuit of some kind of natural feeling,which motivates people to purchase the nostalgic products,trying to seek solace from nostalgia,and achieving the goal of relieving anxiety,insecurity,and so on.As a more and more common social phenomenon,nostalgia has interested scholars home and abroad to show concern or make a study.This kind of psychological anxiety can produce a prevention and defense of mind.Whatever having encountered,people will immediately form a protective mentality of self-defense.And the social protective mentality will be tending to cause people to hold different attitudes,for example,bias,differentiation,contradictory or conflict,towards many aspects of society.To make the matter worse,it will be also stimulating people to produce resistance in heart,impeding the social integration of our nation,and thus bringing the coming new urbanization into trouble.In view of this,according to the evolution of the Nostalgic Consumption Theory,the dissertation selects " the Consumer Anxiety Influence on the Nostalgic Consumption Decision-making Mechanism under the Background of Social Transformation " as a study subject,using the empirical methods to validate that during the period of social transition,the consumer anxiety caused by social changes,or changes in lifestyle has great influence on the nostalgic consumer's decision-making mechanism,and the consumer's anxiety produces the nostalgic consumer's decision-making mechanism of some kind,due to some intermediary variables such as nostalgic tendency,nostalgic-buying motives etc.On the foundation,the dissertation makes a further exploration of the adjustment between the nostalgic consumer's decision and the consumer's anxiety influenced by the social trends of restoring ancient ways and puts forward a corresponding marketing paradigm and application methods for the enterprises.Firstly,the dissertation conceives a theoretical model of assumption,based on the discussion about the probabilities of the consumer anxiety influence on the nostalgic consumer decision-making mechanism caused by the social changes.Secondly,the factors of the consumer anxiety during the social transition are included as follows: uncertainty,insecurity,injustice,life's speeding-up pace,more and more market competition and work pressure,looked on as some reflection aspects of the consumer anxiety,which can be studied as the factor variables for the model assumption.Thirdly,the various intermediary or adjustment variables concerning different kinds of nostalgic consumption behaviors,which the consumer anxiety has produced,are analyzed to evaluate their existing rationality and reveal their existing mutual relationships.Thus,such a preliminary theoretical model of consumption is built,which takes the nostalgic tendency,the purchase motivation as the intermediary variables,restoring-ancient-way style as the adjustment ones between the nostalgic tendency,the purchase motivation and the nostalgic consumer decision,and the nostalgic consumption decision as the dependent variable.On the foundation of the survey data of questionnaire,using the Structural Equation Model,the dissertation proposes some exploration methods to find out the consumer anxiety impact on the nostalgic consumer's decision-making of path,of strength and of mechanism,and further verifies the model assumptions about the consumer anxiety influence on nostalgic consumer decision-making mechanism,and reveals the mutual relationships of variables.Finally,based on the empirical related conclusions,some relevant proposals or strategies can be brought up in order to promote the level of the enterprises' marketing activities in the social transition.When conducting the empirical research,the dissertation first makes an analysis of exploratory factors to screen some questionnaire items,for inspection of their reliability and validity,and then makes a confirmatory factor analysis of the 420 effective questionnaire samples,by means of SPP21.0 and AMOS21.0.,based on the Structural Equation Model and some related assumptions.Finally,some ideas can be concluded as follows.The first,the consumer anxiety is a multidimensional concept,including the survival anxiety,the social anxiety,and the achievement-developing anxiety.Through analysis of the structural dimensions of the consumer anxiety by the confirmatory and exploratory factor method,it is concluded that the consumer anxiety is a multidimensional concept,including the survival anxiety,the social anxiety,and the achievement-developing anxiety.In the process of study,it is found that the three latent variables of the consumer anxiety,compared with the others,have higher consistency and better reliability internally.Seen from the overall situation,the construction validity,the convergent validity and the differentiation validity of Factor Model,are relatively good,and the fitting condition of Consumer Anxiety Dimension Model is also good,which proves that the consumer anxiety is a multidimensional concept.The second,the consumer anxiety has a significant positive impact on the nostalgic consumption tendency and the nostalgic consumer decision.The large sample empirical study from Chapter 6 shows there exists an obvious positive driven relationship between the consumer anxiety(independent variable)and the nostalgic consumption tendency clearly.From the large sample empirical data operated by AMOS21.0 software,it is found that the estimated parameter values of the six return-path coefficient concerning the consumer anxiety and the nostalgic consumption tendency are significant,except the tendency for the nostalgic style of craft & the social communication anxiety.The reason why the estimated parameter one of the nostalgic style of craft & the social communication anxiety is not significant is that the social changes have led people to pay more attention to the fashionable new products,and relatively less to the products with the nostalgic style or craft.In addition,it is also clearly found that there exists a significant positive driven relationship between the independent variable(the consumer anxiety)and the dependent variable(the nostalgic consumption decision).From the large sample empirical data operated by AMOS21.0 software,it is found that the estimated parameter values of the six return-path coefficient concerning the consumer anxiety and the nostalgic consumption decision are significant,except "the social communication anxiety & the emotional purchase decision" and "the social communication anxiety & the functional purchase decision".The reason why the estimated parameter one of "the social communication anxiety & the nostalgic consumption decision" is not significant is mainly that the enhancement of uncertainty,or the speeding-up pace of job etc.caused by the great social changes leads people to reduce opportunities for interpersonal communication,and then owing to that,people will probably buy more fashionable products,but relatively fewer nostalgic products in order to keep up with the pace of the Times.The third,the consumer anxiety has a significantly positive-driven impact on the nostalgic-buying motive.The large sample empirical study from Chapter 6 shows there exists a positive-driven relationship between the consumer anxiety(independent variable)and the nostalgic-buying motive clearly.From the large sample empirical data operated by AMOS21.0 software,it is found that the estimated parameter values of the six return-path coefficient concerning the consumer anxiety and the nostalgic-buying motive are significant,except the return-paths of "the social communication anxiety & the emotional motive" and "the social communication anxiety & the preferential motive",whose reason is similar to the above-analyzed conditions.The fitting indexes of the main effect-correction model about the consumer anxiety impact on the nostalgic-buying motive are relatively good,achieving all requirements of the Significance Standard.The fourth,the nostalgic tendency and the purchase motivation have a significantly positive-driven impact on the nostalgic-buying decision.The large sample empirical study from Chapter 6 shows there exists an obvious positive driven relationship between the nostalgic consumption tendency(the independent variable)and the nostalgic-buying decision clearly.From the large amount of sample empirical data operated by AMOS21.0 software,it is found that the estimated parameter values of the four return-path coefficient concerning the nostalgic consumption tendency and the nostalgic-buying decision are significant.The fitting index of the main effect-correction model about the nostalgic consumption tendency impact on the nostalgic-buying decision are relatively good,achieving all requirements of the Significance Standard.In addition,it is also clearly found that there exists a positive-driven relationship between the nostalgia purchase and the nostalgic-buying decision.From the large amount of sample empirical data operated by AMOS21.0 software,it is found that the estimated parameter values of the four return-path coefficient concerning the nostalgic-buying motive and the nostalgic-buying decision are significant,except "the preferential motivation & the emotional purchase decision".The fitting indexes of the main effect-correction model about the nostalgic nostalgic-buying motive impact on the nostalgic-buying decision are relatively good,achieving all requirements of the Significance Standard.It is so considered that the theoretical-built model conforms to the requirements of the study.The fifth,the nostalgia tendency and the purchasing motivation play an intermediary role with the consumer anxiety & the nostalgic-buying decision,to some extent.The large amount of sample empirical study shows there exists an intermediary role which the nostalgia tendency and the purchase motivation play partially between the consumer anxiety and the nostalgic-buying decision.On the contrary,the result of calculation above also shows that some of the path coefficients of the nostalgia tendency is relatively less significant,not in conformity with the requirements of the Significance Standard.At the same time,the same is as some of the path coefficients of the purchase motivation.The sixth,the style of restoring ancient ways plays a partial adjustment role with the nostalgia tendency & the purchase motivation.After the verification of adjustment effect of the restoring-ancient-way style,the following results can be confirmed:(1)As for the style of restoring ancient ways,there doesn't exist any adjustment effect between the consumer anxiety and the nostalgic consumer decision.(2)The style of restoring ancient ways plays a partial adjustment role with the nostalgia tendency & the nostalgic consumption decision.(3)The style of restoring ancient ways plays an important adjustment role with the purchase motivation & the nostalgic consumption decision.In turn,all the assumptions the dissertation brings up are verified except that there doesn't exist any adjustment effect between the consumer anxiety and the nostalgic consumption decision on the style of restoring ancient ways.Compared with the previous researches in this field,the innovation points of the dissertation mainly exist in the following respects: First,a new research angle of view has been provided.At present,the significant transformation of society has caused people to produce a lot of anxiety phenomena.Through reading and combing large quantities of existing literature,the author summarizes the current consumer's reflection aspects of anxiety,which are assumed as some factors of the theoretical model of assumption,to demonstrate that the consumer anxiety has an intermediary impact on the nostalgic tendency and nostalgic-buying motive,and the social style of restoring ancient ways has an influential adjustment effect between variables.Second,there is some innovation in the research content.According to the literature referred to,a theoretical model of assumption about the consumer anxiety influence on the nostalgic consumer decision-making mechanism under the background of social transformation is conceived by means of inductive reasoning.And then the analysis about the structural dimension of the consumer anxiety scale provides reliable basis for the design of the survey questionnaire,the selection of variables,and so on.It is also considered as another attempt to make a study of the Consumer Behavior Theory on the Nostalgic Consumption.Third,there is some innovation in the research method.Based on much data selected from the survey of questionnaire,using the Structural Equation Model(SEM),the dissertation makes a clear list of relationships between the consumer anxiety and the nostalgic consumption decision,and points out how the consumer anxiety affects the nostalgic consumption decision.After the verification of hypothesis,it is demonstrated that all the intermediary or adjustment variables have some intermediary or adjustment roles in the nostalgic consumption decision-making behavior.And based on the analysis above,the conclusions can be transferred to be some suggestions applied to enterprises' marketing activities during the social transition. |
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