The Impact Of Network Virtual Experinece On Purchase Intention Of Nostalgic Products

Nowdays B2C’s booming has changed people’s spending habits, making nostalgic consumption based on the network environment possible. Internet platform provides all kinds of nostalgic products that traditional channels can not buy and has become one of the main platforms of nostalgia product sales. Nostalgic products selling on the Internet, activates a nostalgic consumption of new business opportunities, opened up a new field of nostalgic consumer behavior research. Currently, Academic research on consumer nostalgia focused on traditional consumer environment, the lack of nostalgic consumer behavior research under the network environment of virtual experience. Therefore, to research the nostalgic products purchasing behavior under the network environment of virtual experience is of great significance.At this stage of our society is in transition, with the accelerated economic development, great changes have taken place in the social structure and class, nostalgia and nostalgic consumption gradually become explicit. This paper first reviews literatures about virtual experience, nostalgic consumption behavior and nostalgia product, on the basis of Kotler model, proposes a model of factors influencing the virtual experience of nostalgia purchase intention, puts forward the hypothesis. The paper mainly focuses on three aspects which the relationship between the network virtual experience’s five experience factors and nostalgic product purchase intention, the relationship between the strong nostalgia reaction induced by the network virtual experience and nostalgic product purchase intention, and the interrelation between the network virtual experience’s five factors.According to the theoretical model and research hypothesis, we design the questionnaire, use the simulation method to buy nostalgia products on the Internet, and research250volunteers from Shanghai, Beijing and Zhengzhou, getting227effective samples. We test the hypotheses by SPSS18.0software for data descriptive statistical analysis, reliability analysis, validity analysis and variance analysis, and also use AMOS17.0Path analysis software for structural equation modeling. The results show that the availability of experience, trust experience, and marketing experience have a significant positive effect on purchase intention nostalgic products. Interactive experiences and aesthetic experience have indirect effects of nostalgia product purchase intentions. Marketing experience is the most important factor of virtual experiences which affect product purchase intentions. Nostalgic imagination and emotional reactions have a significant positive effect on purchase intention nostalgic products. Nostalgia evoked virtual experience is an important factor affecting nostalgic products purchase intention. Usability experience, aesthetic experience, interactive experience positive influence on trust experience. Interactive experiences and aesthetic experience positive influence on marketing experience. Based on the above conclusions, this paper argues that nostalgic products network marketing should highlight the nostalgic nostalgia emotion connotation of products, use a variety of nostalgia factor, extend the applicability of the nostalgic products, improve the customer trust experience, reduce the risk of online shopping, and pay attention to the product pricing and promotion methods to improve business performance.