A Study On The Relationship Between The Insecurity And The Nostalgic Consumption Behavior Of The College Students:the Mediating Effect Of Nostalgic Memory And The Moderating Effect Of Nostalgic Proneness

At present,the society is in a stage of rapid development and the new things are constantly emerging and impacting people’s consumption habits.In such a rapidly changing social environment,people are experiencing increasing pressures in life and work,and their mental state has been affected to varying degrees.Thus,they often feel sense of insecurity,fear,trauma,powerlessness and uncertainty.The Theory of Terror Management and the Theory of Psychological Defense Mechanism hold that consumers would be in a state of nostalgia when it happens.It has been found from the existing nostalgia documents that there are two reasons for nostalgia: first,the fear of the unknown.When people are ignorant of what will happen and are full of anxiety about the unknown,they always recall the happy memories.Second,to relieve psychological trauma through nostalgia.Those who have suffered major disasters are all relieved by the memories of the happy time spent with family and friends.Therefore,businesses are doing emotional marketing after prying into the psychology of consumers becoming more and more nostalgic in the current environment.This thesis,through the reading and organizing of relevant documents,began with the insecurity of college student consumers and nostalgia marketing,and proposed the theme of insecurity influencing the consumer’s nostalgic consumption behavior.Based on the mature model of consumer behavior and under the guidance of the Theory of Terror Management and the Theory of Psychological Defense Mechanism,the thesis constructed a model about the influence of consumers’ perception of insecurity on nostalgic consumer behavior,namely the “insecurity(independent variable)—nostalgic memory(mediator)—purchase intention of nostalgic products(dependent variable)” research model.At the same time,the study gave full consideration to the moderating effect consumers’ personality,i.e.nostalgic proneness(moderator)would have on the model.According to the paradigm of empirical study,the concepts of insecurity,nostalgic memory,purchase intention and nostalgic tendencies were defined and measured.Through the quantification and analysis of survey data,the influence that consumers’ psychological perception of insecurity has on their nostalgia memories and nostalgic consumer behavior was validated.In this study,500 college students were surveyed.After analyzing the collected data through spss19.0 statistical analysis software,the following conclusions were drawn: First,insecurity and all dimensions of it all have positive effect on consumers’ nostalgic consumer behavior;second,insecurity has a positive effect on consumers’ nostalgic memories;third,nostalgic memories have a positive effect on nostalgic consumer behavior;fourth,nostalgic memories partially mediates insecurity and nostalgic product purchase intentions;fifth,nostalgia tendency regulates insecurity and nostalgic memories,i.e.the higher the nostalgic tendency,the greater the influence of insecurity on nostalgic memories,and vice versa.It has been proved by the research results that insecurity has significant influence on college students’ nostalgic consumption behavior.This thesis testifies that the insecurity of college students’ consumer groups would evoke nostalgic memories and cause nostalgic consumer behavior.Therefore,the act of introducing insecurity into nostalgic marketing is a supplement to the latter,and it enriches and expands relevant researches in the field of consumer preference behavior.Meanwhile,the research process and conclusions can be significant in guiding businesses to do marketing activities targeting college students better.