A Study On The Influential Factors Of Nostalgic On The Time-honored Brand Preference In Chinese Context

In the new century,China's rapid socio-economic development,rapid transition period in turmoil,insecurity become the norm of consumers,people increasingly nostalgic to seek inner comfort in recent years,many domestic brands such as Warrior,Pechion and so also set off a nostalgia.This research is different from the existing nostalgia consumer behavior research,not the nostalgia as advertising,products and brand components,but the nostalgia as a brand has nothing to do with occasional emotions,combined with the social environment that consumer insecurity and products Factors that the product category,to explore the impact of nostalgia on the time-honored brand preference and consumer insecurity and product category regulation.In this study,we used the scenario design and questionnaires to carry out quantitative research,through 2(nostalgia group and control group)× 2(hedonic group and practical group)between the design of the study group,which studied the selected group for the pleasure group Changyu and the Great Wall,Lao Feng Xiang and Zhou Liufu Jewelery.The practical groups were Heng Yuan Xiang and Erdos,Dong Lai Shun Hot Pot and Hai Di Lao Hot Pot.The samples were collected from 170 undergraduates,postgraduates,MBA and EMBA of Tianjin University.The main conclusions of the questionnaire are as follows:First,based on the existing nostalgic marketing research,this research examines the effect of nostalgia on consumer brand preference and consumers' sense of insecurity and their relationship with product categories.Specifically,the research found that nostalgia can improve consumer time-honored brand preference and purchase intention.This research can provide a new perspective for the follow up study of nostalgic marketing.Second,this research,combined with the impact of social environment on nostalgic consumer behavior,selected consumer insecurity as the social environment factor.The results showed that consumer insecurity was positively correlated with nostalgia for time-honored brand preference,and extended domestic consumers' sense of security and nostalgia consumer behavior research,but not all of the insecurity will promote consumer nostalgia on the time-honored brand of preference,which the consumer insecurity,only social insecurity and developmental insecurity of the regulatory effect for the significant positive,but there is existent insecurity and personal insecurity did not significantly moderate the role.Third,this research also studies the moderating effects of product categories and consumer characteristics.Although the product category is roughly divided into hedonic and practical,the consumer characteristics of the two selected basic age and gender statistics,The research found that product category and gender have significant regulatory effect,indicating that in the nostalgia and time-honored brand consumer behavior research,we can through the brand category,the basic characteristics of consumers to subdivide the study Consumer behavior.