消费者不安全感与怀旧产品购买行为研究

A Study on Consumers' Insecurity and Nostalgia Consumption Behavior

本文结合营销学、心理学和社会学等多领域的文献成果,对消费者的不安全感与怀旧产品购买行为之间的关系进行了实证调查。结果发现,当消费者感受到现实世界中的威胁、压力、创伤而处于心理上的不安全感状态时,会试图通过对旧事物的怀念寻找安慰,对那些引起过去经历回忆的怀旧产品激发出强烈的感情和购买倾向,以此来缓解不安全感。因此,不安全感(包括存在不安全感、个人不安全感、社会不安全感和发展不安全感)的增加是促使消费者更多选择怀旧产品的一个重要原因。企业在使用怀旧营销策略以帮助消费者缓解不安全感而促进产品销售时,可以采用设计怀旧的产品样式、采取古老的制作工艺和为产品虚构一个有意义的怀旧故事三种策略,其中,第三种策略效果最佳。

In the research, based on the literature in both marketing area, psychology area and sociology area, we suggest and testify that when consumers sense the real world of various threats and pressure, trauma and so forth become in the insecurity state, they would turn to the old things for comfort. They will generate strong emotion and high purchase intention to nostalgic goods which can wake up their memory of past experience, in order to relieve the insecurity. Insecurity （such as existence insecurity, personal insecurity social insecurity developmental insecu- rity） has positively impact on the purchase intention to nostalgic goods. Marketers can use nostalgic elements to promote sales by relieving consumers＇ insecurity in the means of designing nostalgic good appearance, adopting nostalgic functions and making up a meaningful story, for goods.