Research On The Influence Of Nostalgic Elements Of Product To Consumers’ Buying Intention

Since1989, when Holbrook and Schindler introduced the nostalgia for thefirst time in the field of consumer behavior in the Journal of Consumer Research,nostalgic quickly became one of the focuses of western scholars’ subject in just afew decades later. Western scholars learned consumers nostalgic in psychology,sociology, management, marketing, and other fields of study. In spite of this,most of foreign scholars and domestic scholars studied the subject of nostalgiamarketing were to proceed from the relation between nostalgic feelings andnostalgic brand, and less with nostalgic products as a perspective to study theeffect of nostalgia. Therefore, we will research on nostalgia elements Withnostalgic clothing as the breakthrough point,which has a certain practical andtheoretical significance.Garment is also named “cloth”, which is the basic of human life. With theprogress of human civilization, the garment has been from the initial functionsuch as covering our body and keeping our body warm to be the symbol ofmodern status. Garment has become a kind of carrier of cultural value. thegarment can be not only meeting the demand of consumers like other productsas spread nostalgic carrier but also has a natural affinity between garment andfashion. So the study of nostalgic garment has both of the commonness ofproduct and also has its own unique value.According to the study of literature of foreign scholars and domesticscholars, the nostalgic elements of nostalgic garment is mainly divided into fourdimensions: nostalgic pattern, nostalgic color, nostalgic style and nostalgicfabrics, and then we build a model based on nostalgic elements which couldaffect consumer purchase intention.According to the above models and assumptions, the next is mainly to doscientific design and modification for research questionnaire combined with previous nostalgic scale. Then, collecting consumers’ data through both ways ofonline and offline. The distribution of questionnaires were actually acquired264samples,210of these were valid questionnaires, and54questionnaires wereinvalid. Therefore, we acquired a total of210copies of effective sample. The last,using statistical software SPSS17.0to do reliability and validity test, correlationand regression analysis, and the analysis of mediation effect and so on.Combining the above results of statistical analysis and previous researchresults, I verified the theme of the article. According to the research conclusionsand results, I supplyed some valuable and pertinent advices of nostalgicmarketing management, and sumed up some research limitations and outlookfor future research.