Study On The Effect Of Nostalgia AD Types On Consumers’ Purchase Intention

Since the1990s, the whole society of nostalgia consumption trends appear to promote theoretical research on consumers’ Nostalgia phenomenon in academic circle, make it become very concerned by researchers in the field of marketing. Theoretical methods of consumer nostalgic is mature in foreign, and have abundant research results. Domestic research is also increasing, but most just summarize results of previous studies, urgently from empirical research on conduction process of consumer nostalgia, formation mechanism of nostalgic purchase behavior, factors affect nostalgia purchasing behavior aspects make breakthroughs.Based on a review of existing literature and draw on previous research results, this study is based on the theory of consumer behavior and emotional arousal theory, combines with Chinese cultural background and He’s Chinese consumer nostalgia proneness scale, experimental stimuli nostalgia ad types are divided into family nostalgia and interpersonal nostalgia. Studying specific stimuli nostalgia advertisement arouse emotional response, nostalgia psychology and their effects. Considered from the aspect of consumer’s own factors, influence factor model is based on the design and verification of consumer nostalgia purchase intention to reveal formation mechanism, transmission mechanism of consumers nostalgia psychology and nostalgia consumption. With the help of SPSS21.0and AMOS17.0, this study analyzes the survey data collected, and comed to the following conclusions:(1) Nostalgic emotional reactions, mental imagination and consumer nostalgia tendency are important factors in nostalgia transmission mechanism, affects the consumer nostalgia purchase intention.(2) Different types of nostalgia ads inspire nostalgia emotional reactions, relate mental imagination, product attitude and purchase intention are different. Compared with the interpersonal nostalgia advertisement, family nostalgia advertisement can produce more nostalgic emotion reaction and lead to more positive attitude and strong product purchase intention, interpersonal nostalgia advertisement can make consumers have more psychological imagination.(3) Consumers’ nostalgia tendency exists personality traits differences, which can be divided into low and high nostalgia nostalgia tendency. For the high, low nostalgia tendency, there are significant differences among nostalgia advertisement excitation of nostalgic emotion reaction, mental imagination and product attitude, the high nostalgia tendency have significant correlation, but there is no significant correlation between the low nostalgia tendency. However, the relationship between product attitude and purchase intention, whether high or low nostalgia tendency have significant correlation. Therefore, nostalgia tendency regulates consumer psychology and behavioral intentions, consumer differences of individual characteristics will affect consumer emotional reaction and mental imagination, lead to different consumer attitudes and behavior intention.