The Effect Of Residential Mobility On Consumer's Nostalgia Preference: The Mediating Role Of The Sense Of Control And The Moderating Role Of Autonomy

In recent years,with the continuous release of nostalgic movies and TV series,nostalgic consumption has gradually emerged as a new trend.Old-fashioned domestic products that focus on nostalgic elements have regained the market's favor such as Guanshengyuan,Huili and Baiqueling.Through the official website public data,it can be found that the nostalgic brand is particularly popular in cities with higher residential mobility.In response to this phenomenon,this article attempts to explore the relationship as well as the mechanism between residential mobility and nostalgic consumption tendency.Earlier research regarded nostalgia as a kind of homesickness,which usually occurs in people who have moved,such as immigrants,soldiers,and students who level home to study.However,the relationship between the concepts of residential mobility and nostalgic consumption is not clear yet.This article believes that the improvement of residential mobility has a positive effect on nostalgic consumption trends.Based on the existing literature,this paper takes sense of control as an intermediary,and innovatively proposes the autonomy of residence as the moderating variable,and verifies the hypothesis through three studies.In the first study,a questionnaire survey was conducted to investigate the individual's historical residence mobility experience and their preferences to real brands.In study two and three,two experiments were carried out.The paticipants were asked to imagine different states of residential mobility,then their preferences for virtual products were measured.The research results prove that residential mobility has a positive effect on the nostalgic consumption tendency.We used sense of control to explain the main effect: residential mobility decrease sense of control and sense of control has a negative effect on nostalgic consumption tendency.What's more,we also proved the autonomy of residence choice has moderating influence on the relation.This paper pays attention to the social phenomenon of residential mobility and the consumption tendency of the floating population,improves the research on the influencing factors of nostalgic consumption,and provides practical suggestion for enterprises to formulate marketing strategies related to nostalgia products.