Study On The Influence Of Nostalgic Packaging Types Of Local Specialty On Consumers’ Purchase Intention

In China,local specialties are very popular among Chinese customers due to various types and flavor.Based on the unique culture,skills,characteristics and other elements of local products,nostalgia marketing has become more and more popular,and the use of nostalgia packaging is one of the important ways.But the nostalgic packaging design still has some problems,such as lack of texture,change and emotion.Therefore,local specialty enterprises need to design nostalgic packaging targeted at different consumer groups,so as to better enhance their purchase intention.We aim to explore the influence mechanism of different nostalgia packaging types of local specialties(Individual nostalgia appeal packaging VS Virtual collective nostalgia appeal packaging)on consumers’ purchase intention in different consumption markets(Self-use consumption market VS Gift consumption market).We use compensatory consumption theory to establish theoretical model.The methods used include literature research,quasi-experiment and empirical analysis.We verified the hypothesis through one pre-experiment,one single-factor intra-group experiment and one two-factor inter-group experiment.The results can provide theoretical support for local specialty enterprises to better design nostalgic packagingThe main conclusions of this paper are as follows:(1)Compared with the local specialties of ordinary packaging(non-nostalgic packaging),consumers will have a higher purchase intention for the local specialties of nostalgic packaging.(2)The nostalgic packaging type and market type of local specialty have an interactive effect on consumers’ purchase intention;Consumers tend to prefer individual nostalgia appeal packaging in the self-use consumption market,and virtual collective nostalgia appeal packaging in the gift consumption market.(3)In the self-use consumption market,the sense of belonging has mediating effect.The local specialties packaged with personal nostalgia appeals make consumers have a higher sense of belonging,thus stimulating higher purchase intention.(4)In the gift consumption market,the sense of self-esteem has mediating effect.The local specialties packaged by the virtual collective nostalgia appeal make consumers have a higher sense of self-esteem satisfaction,thus stimulating higher purchase intention.(5)In the gift consumption market,the intimacy between the giver and the recipient moderates the influence of self-esteem on the purchase intention.The higher the intimacy,the lower the influence of self-esteem on the purchase intention.According to the conclusions mentioned above,we put forward five suggestions for local specialty enterprises:(1)Strengthen the efforts of research to promote the innovation and widespread use of nostalgic packaging in the customers;(2)Distinguish consumers’ consumption motivation and promote the precise implementation of packaging design;(3)Constantly spread the "sense of belonging" among the customers and formulate a good self-use consumption market strategy;(4)Fully use the "self-esteem" of customers to develop a good gift consumption market strategy;(5)Distinguish the intimacy between consumers and gift givers and grasp the psychology of different type of gift givers.