消费者不安全感作用下怀旧倾向与消费意愿研究

A Study on Nostalgic Tendency and Consumption Willingness under the Affections of Consumers' Insecurity

社会经济转型迅猛,未来不确定性、市场竞争加剧、生活节奏加快、工作压力加大等会导致消费者产生威胁、压力、创伤等不安全感,人们于是会试图通过怀旧寻找安慰,从而会引起对怀旧产品的购买倾向,达到缓解不安全感的目的。文章从消费者不安全感、消费偏好及怀旧消费关系入手进行研究,并通过实证对其关系进行检验。最后根据结论对现代企业营销活动提出相应的改善措施。

Rapid social and economic transformation, uncertainty of the future, competition in the market, acceleration of the life tempo,pressures on work and other aspects of life would lead to consumers' insecurities, such as threats, pressure and trauma. Therefore, people would try to find comfort through nostalgia, thus cause the tendency of buying nostalgic product to achieve the purpose of easing insecurity. The article,starting from the relationship between consumers' insecurity, consumers' preferences and their nostalgic emotions, tested this relationship through empirical research. Finally, based the conclusions, the article proposed appropriate measures on improving the marketing activities of the modern enterprises.