Research On The Main Influencing Factors Of Nostalgia Consumption Willingness

With the acceleration of social transformation,the increase in uncertainty in the future and the increasing pressure on people's lives have led to negative emotions such as fear,anxiety,and insecurity in people's hearts.In order to reduce this negative emotion,people often choose One way to escape reality,and nostalgia is one way.With the surge of nostalgia,nostalgia in various fields such as economy,society and culture is increasing day by day,and nostalgia consumption has gradually entered people's lives,becoming an important part of daily consumption.Most of the current research on nostalgic consumption focuses on cutting in from single factors such as advertising,brand,emotion,etc.However,consumers' purchase intention is the result of multiple factors such as external factors and their own characteristics.A single factor cannot effectively explain the nostalgic consumption behavior pattern.Therefore,this research focuses on exploring the relationship between multiple factors and the willingness to nostalgic consumption and the formation mechanism of nostalgic consumption.Based on the literature research and user interviews,based on the Howard-Sheth Model,the main influential factor model of nostalgic consumption willingness was constructed.The hypothesis model was verified through questionnaire data and structural equation models,and based on this,from the perspective of design strategy and marketing management make suggestions to promote the vigorous development of the nostalgic consumer industry.First,this article systematically summarizes theories related to nostalgia consumption willingness by consulting domestic and foreign literature.The triggering factors of nostalgia include sensory stimuli,early experience and interpersonalrelationships.There are two types of influential factors on nostalgic consumption:external factors and internal factors.External factors are divided into direct stimulation and indirect stimulation.Direct stimulus mainly includes individual factors such as gender,age,personality traits,early experience,as well as cultural and social factors.Indirect stimulus mainly includes product quality,packaging,branding,media and advertising.Internal factors are divided into emotion and cognition.Among them,external factors affect consumer behavior through internal factors.Secondly,based on literature research,we conducted in-depth interviews on the factors affecting consumers' purchase of nostalgic foods.First,this article conducted an open questionnaire survey on the respondents,clarifying the theme of the in-depth interviews,namely the nostalgic product category.Then,based on the results of literature research and questionnaire surveys,this article lists the outline of the interviews with the interviewees' willingness to consume nostalgic food.The interview results show that the factors that affect the willingness to consume nostalgic food are stimulating or investment factors including product attributes,social media information and reference groups;external factors are consumer characteristics;internal factors include nostalgic emotional responses and perceived value;output factors are consumer willingness.Finally,the definition of the variable and the corresponding variable measurement scale are clarified,and related hypotheses are proposed.Based on the Howard-Sheth Model,a hypothesis research model of the main influencing factors of nostalgia consumption willingness is constructed.Then,based on the results of the small sample pre-survey data,the reliability and validity analysis of the pre-survey questionnaire was conducted,and the questionnaire was adjusted and modified according to the result of the validity analysis.Finally,a formal questionnaire was output.The formal questionnaire data was recovered and analyzed.Descriptive statistical analysis was first performed on demographic data,and then SPSS software was used to analyze the reliability and validity of the study variables.Finally,AMOS software was used to verify the fit of the research model.The results of model fitting factors of nostalgic consumption willingness indicate that:product attributes directly affect nostalgic emotional response;product attributes directly affect perceived value;product attributes indirectly positively affect consumer willingness through nostalgic emotional response and perceived value;social media information directly affects nostalgic emotional response;social media information directly affects perceived value;social media information indirectlypositively affects consumer willingness through nostalgic emotional response and perceived value;reference group directly affects nostalgic emotional response;reference group Directly affects perceived value;the reference group indirectly affects consumer willingness through nostalgic emotional responses and perceived value.At the same time,based on the research results of the model,this article proposes a method of extracting and applying nostalgic elements from a design perspective,and from the perspective of marketing management,proposes a promotion strategy that makes full use of social media and reference groups.Through the above research,we have obtained the main influential factors of nostalgic consumption willingness and the path of multiple factors acting on nostalgic consumption willingness,promoted the deepening of nostalgic consumption basic theory,further expanded the horizon and content of nostalgic consumption research,and enriched and developed consumer theory method.Research on the factors of nostalgic consumption willingness can better serve consumers,at the same time provide designers with a deep understanding of consumer needs and then provide a theoretical reference for their product design,and provide suggestions for companies to stimulate consumers to buy nostalgic products.