| In our common online community,community members have more group awareness and a sense of group belonging.This emotion sometimes spreads from online to offline,from the Internet to reality,and similar behaviors will also occur.Since emotions can trigger common behaviors,in the online community,information containing nostalgic elements can cause community members to recall the past and stimulate nostalgic emotions,can it also affect members’ consistent purchase intentions and behaviors to a certain extent? Therefore,this paper takes the young consumers in the online community as the target group to study the generation of their nostalgic emotions,the process of psychological changes,and how to strengthen their nostalgic emotions,and then to study how nostalgic emotions affect their purchase intentions,and whether there are other factors in the process.By combing the literature and pre-research,this paper finds that community trust affects the activity of online community members and the degree of trust in other members’ speeches to a certain extent,which in turn affects the recognition of nostalgic elements and the willingness to purchase nostalgic products.At the same time,this study also found that there is a progressive process from the generation of nostalgic emotion to the stimulation of purchase intention.That is,when young consumers in the community see texts,pictures,videos,etc.related to nostalgic elements,their hearts will be touched,and their memories of the past will be stimulated,forming a psychological imagination,that is,they are in the scene of memories,which will enhance their sense of identification with nostalgic scenes,generate a certain degree of emotional resonance,and change their attitudes towards brands that contain the nostalgic elements,resulting in positive emotional recognition.When purchasing related products later,they will give priority to recalling the Brand products,strengthen their willingness to buy.At the same time,this study found that the accumulation of nostalgic emotions,or after repeated stimulation,coupled with the strengthening of community members’ speeches,consumers will gradually develop a psychological attachment to the nostalgic product,that is,they believe that the nostalgic product can bring safety.sense,etc.,and strengthen consumers’ recognition and loyalty to the product.Therefore,this study uses community trust as a moderator variable and consumer brand attachment as an intermediary variable,divides nostalgic emotion into four dimensions: nostalgic psychological imagination,nostalgic emotional resonance,brand memory and nostalgic brand attitude.The relationship between brand attachment,nostalgia and consumer purchase intention.At the same time,this study combines the research results of foreign scholars on consumers’ nostalgic emotion,collects data through questionnaire research,and uses SPSS statistical software to analyze and verify.There is a partial moderating effect between the willingness.The nostalgic emotion of young consumers includes four dimensions: psychological imagination,emotional resonance,brand memory,and brand attitude,which has a significant impact on consumers’ purchase intention,and brand attachment is also between nostalgic emotion and purchase intention.play a partial mediation effect. |
