Study On Relationship Between Nostalgia And Consumer Purchase Intention

The means of traditional marketing are declining today,new marketing methods were needed to attract consumers,as an objective emotional needs of people,nostalgia can affect people's behavior-oriented.And consumer's childhood experience is an important incentive for evoking of nostalgic feelings,when the part of memory is aroused and people want to revisit or experience the childhood of their own years,consumers will naturally seek the experience of goods in the market to meet the demand,which means that nostalgic emotions will eventually be released through consumption.The past consumer experience has a strong influence on the future consumer behavior.At the same time,the concept of nostalgia has been introduced into the field of marketing and consumer behavior,scholars and business marketers are increasingly concerned about nostalgia in guiding consumer behavior.And the early consumer's consumption experience often determines its awareness and evaluation of a brand,this early inherent impression is often formed to a certain degree of brand attachment,brand attachment has become to the important influencing factors on their purchase decision or even repeats the purchase.The brand is not only the cultivated target of the enterprise,but also the focus of academic.Therefore,enterprises and academics pay attention to the way of how to make use of nostalgia to attract consumers with new marketing methods,and promote brand influence and reputationBased on the above ideas,this paper uses literature research,questionnaire survey and statistical analysis to study the relationship between nostalgia,brand attachment and purchase intention.Through the literature review,this paper defines the connotation and dimension of each variable,which divides nostalgia into individual nostalgia,interpersonal nostalgia and family nostalgia.On the basis,the paper constructs a theoretical model and puts forward to the research hypothesis.Then through the network survey platform "questionnaire star" network collected 275 valid questionnaires,and based on the data analysis,the following results were obtained:(1)There is a significant positive correlation between individual nostalgia and brand attachment and willingness to buy,family nostalgia can significantly affect brand attachment and purchase intention.Individual nostalgia and family nostalgia have a better predictive effect on consumer brand attachment and purchase intention.But interpersonal nostalgia cannot predict the brand attachment and purchase intention,the reason may be that consumers tend to pay more attention to themselves,their own and the family of the past consumer experience,they are more trust in their own and the family to obtain the brand information,and on this basis,the purchase intention will be produced.(2)Brand attachment has mediating effect between the personal nostalgia and purchase intention,and also exists mediating effect between family nostalgia and purchase intention,but no mediating effect on interpersonal nostalgia and purchase intention.The reason may be that people are more concerned about the reality of the social environment that bring all kinds of pressure and interpersonal relationships are more complex,this pressure and complexity are often associated with consumer negative emotions and negative memories,therefore,it will not form attachment feelings to a brand,it will not produce a certain degree of purchase intention.Through empirical analysis,in terms of theoretical significance,this paper enriches and improves the research about nostalgia,brand attachment and purchase intention further.Brand attachment is discussed as an intermediary variable,and plays a positive role in the process of the consumer nostalgia convert to purchase intention.In terms of practical significance,the paper provides enterprises some relevant recommendations with the use of nostalgia and gives advice on carrying out innovative marketing,and also provides a reference for the enterprise to further understand the consumer nostalgia psychology and purchasing behavior.