The Effect Of Nostalgia And Innovation On Purchase Intention

Time-honored brand is an important carrier of national culture and the fruit of commercial civilization.For a long time,time-honored brand owns a good brand reputation and brand image,carrying the memory of a whole generation.With the development of history,its living condition and present development situation is not optimistic.The development of the time-honored brand has become difficult.There are nearly 90% of the old reluctant to maintain their production.Brand aging makes the time-honored brand lost its influence.How to revive time-honored brand become the primary task of present.Inheritance is the most direct way to revive the time-honored brand,but the content of the inheritance are not always acceptable to consumers.In the consideration of consumers' value,nostalgia part of inheritance can reflect more association between brand and the consumer.So,excavating the nostalgia element of time-honored brand offers a new way for brand revival.Brand revival,however,is a complex process,and the effect of nostalgia alone is always limited.Innovation is the new vitality to the time-honored brand.But nostalgia and innovation are two intrinsic attribute of the time-honored brand,only integrates the both sides can bring old brand to life.On this basis,study the effect of nostalgia and innovation on purchase intentions has important practical significance and theoretical value for the future development of time-honored brand.On the basis of theory,we divide the time-honored brand into two kinds of attributes,nostalgia and innovation.Then we analyze this two different strategies' impact on consumer purchase intention.And on the bridge of perceived value and brand recognition,we form a theoretical model of the influence of nostalgic and innovation on purchase intention.And then,we analyze the moderating effect of generation and gender in this model.We start this research with a questionnaire survey,and in this survey,we received308 effective questionnaires.In data analysis phase,we use reliability analysis,validity analysis and hypothesis testing to confirm whether the theoretical model and hypothesis of this research is valid or not.Through the analysis,we mainly get the following conclusions:Firstly,both nostalgia and innovation's effect on purchase intentions are through an indirect way of perceived value,rather than a direct impact.Secondly,the effect of the nostalgic on purchase intentions is greater than innovation;Thirdly,generation can strengthen the relationship between nostalgia with perceived value and brand identity;gender can directly affect the effect on purchase intentions of nostalgia and innovation.Finally,according to the research conclusion,we put forward some advice for how to use nostalgia and innovation reasonably to get more purchase intentions,and get some management enlightenment.In this paper,we study the effect of nostalgia and innovation on purchase intention,which provides a new train of thought for brand management and has a certain guiding significance for a long time management.