| Nostalgia is a feeling that everyone has,and it is research by the psychology,sociology,consumer behavior,culture and marketing areas and so on.Holbrook & Schindler,the founder of nostalgic marketing,first introduced nostalgia to consumer behavior and made a significant contribution to the development of consumer's nostalgia and nostalgic marketing.From 1990 s to the present,the research of nostalgic marketing has been the concern of domestic and foreign scholars,and eventually it formed a relatively complete theoretical system.But the empirical research on the nostalgic marketing is little,and mainly concentrated in the research of old brand and nostalgia emotional measurement scale.Although the nostalgia of cultural products can be said that the mainstream of current consumer nostalgic products,few scholars used nostalgic cultural products as the object to study which nostalgic elements impact on the consumers.Therefore,the study of nostalgic elements on the consumer identity of the cultural products has got double significance to nostalgic marketing research and business practice.In a broad sense,cultural products refers to all products that created by the human social activities,it runs through the whole process of human social development.With the development of economy,society and technology,people can enjoy increasing cultural products,and the upgrading of cultural products is also faster and faster.Western scholars have shown that cultural products are the object of bearing the nostalgia of consumer sentiment.In the modern society,cultural products are gradually commercialized,many companies have also found their nostalgia and used,but the effect is different.Therefore,nostalgic marketing needs the research of nostalgic elements on the consumer identity of the cultural products.Through studying the literature about nostalgia and identity,the author find nostalgic emotion can include the tendency of nostalgia and nostalgic intensity,while the nostalgic elements can awaken the nostalgic intensity of the consumer.An important measure of identity is the affective emotion of nostalgia.Therefore,according to the characteristics of nostalgic cultural products andtheir common elements,the nostalgic elements are divided into three categories: symbolic,scene and object,and study how the nostalgic emotional act on the consumer identity through nostalgic elements.Based on this,we construct the theoretical models of three nostalgic elements,nostalgia and identity,and put forward the hypothesis of the correlation between these variables.Then the empirical research design and questionnaire survey are conducted.The empirical design is based on the relevant mature scale and combined with the characteristics of this study on the nostalgia preference scale,nostalgia intensity scale and identity scale to correct and validate,and then according to the scale and research to design scientific questionnaire.The questionnaire survey is to collect the effective consumer data,and the collection way combines the network and the field.According to the needs of this study,a total of 300 questionnaires were dispatched and 236 valid questionnaires were withdrawn.Then SPSS19.1 was used to test the reliability and validity of the questionnaire.After the questionnaire got through test,the data were analyzed by correlation analysis,regression analysis and so on.The empirical results validated the theoretical model and hypothesis.The positive influence of three nostalgic elements on consumer's nostalgic intensity and identity were confirmed.And the positive influence of nostalgic intensity on identity was confirmed,too.it was also proved that nostalgic intensity had a significant mediating effect.Finally,according to the results of empirical research,the literature research and marketing status of nostalgic cultural products,this paper put forward the relevant marketing inspiration,and then reviewed the limitations of this study and prospected for future research. |
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