消费者怀旧情感研究评述

The Research Progress and Prospects of Customer Nostalgia

在社会转型时期,怀旧是一种比较常见的社会现象。在营销领域,虽然一些企业把怀旧作为一种营销手段,但对消费者怀旧情感的理论研究才刚刚起步。文章对消费者怀旧情感的结构维度、测量方法、影响因素与营销功能等方面的文献进行了重点梳理,发现自1989年霍尔布鲁克和辛德勒(Holbrook&Schindler)把怀旧引入消费者行为研究领域以来,学者们在怀旧情感的定义、测量、对购买决策的影响等方面取得了不少积极的成果,但在怀旧情感的结构维度及其测量、怀旧情感的产生机制以及怀旧情感的营销功能等方面还存在较大的研究空间。

In the social transition,the nostalgia is a common social phenomenon.In the marketing field,although some companies have take nostalgia as a marketing tool,the theory research of consumer nostalgic feeling has just begun.The authors reviewed the literature in structure dimensions,measurement methods,influencing factors and marketing applications of consumer nostalgic feelings.The result shows that since nostalgia was introduced into the field of consumer behavior by Holbrook and Schindler in the year 1989,the scholars have make great achievements in the definition of nostalgia,the measurement and the impact of nostalgia on purchase decision.But,there are still more research space in terms of the structural dimension and measurement of nostalgia feelings,the generation mechanism of nostalgia feelings and the marketing function of nostalgia feeling.