The Impact Of Identity Continuity,Social Connectedness On Purchase Intention Of Nostalgic Products

Objectives: Nowadays,consumers' nostalgia has presented a group phenomenon in contemporary society.A large number of nostalgic brand products or films,costumes and restaurants with nostalgic themes have shined in the market.Early studies have shown that identity continuity and social connectedness are important variables that influence consumers' nostalgia.Therefore,this study is based on Social Identity Theory and Self-Psychology Theory,with the aim of examining the influence of identity continuity and social connectedness on the willingness to purchase nostalgic products.Methods: This study was divided into two mixed-design experiments: Experiment 1 used a hybrid design of 2(identity continuity:high,low)× 2(product type: modern product,nostalgic product).The independent variables are identity continuity and product type;the dependent variable is the willingness to purchase;the second experiment uses the mixed design of 2(social connectedness: high,low)× 2(product type: modern product,nostalgic product).The independent variable is the social connectedness,the product type;the dependent variable is the purchase intention.Results: The results of this experimental were analyzed using SPSS 20.0.The results of the first experiment showed that the interaction between identity continuity and product type was significantly F(1,58)=76.41,p< 0.001.The results of the analysis in Experiment 2 showed that the interaction between social association and product type was significantly F(1,56)= 35.52,p < 0.001.Conclusions: In this study,we explored the differences in the intention of consumers to purchase nostalgic products and modernproducts at different levels of identity continuity and social connection.According to the data analysis and processing of the experiment,the following conclusions were drawn:(1)the level of individual identity continuity is different,and there is a great difference between the purchase intention of nostalgic products and modern products.Under the condition of high identity continuity,consumers are more inclined to buy nostalgic products than modern products;under low identity continuity conditions,consumers are more inclined to buy modern products than nostalgic products.(2)the level of individual social connectedness is different,and there is a great difference between the purchase intention of nostalgic products and modern products.Under the conditions of high social connectedness,consumers are more inclined to buy nostalgic products than modern products;under low social connectedness conditions,consumers are more inclined to buy modern products than nostalgic products.