社会排斥对怀旧消费的影响机制研究——归属感需求的中介作用

The Influence Mechanism of Social Exclusion on Nostalgia Consumption——The Mediating Role of Need to Belong

社会排斥现象广泛发生在日常生活中,通过研究2个实验探讨了社会排斥对怀旧消费的影响及潜在的中介机制。结果发现,社会排斥会提高个体的怀旧消费倾向,在这个过程影响中,归属感需求起中介作用。这一结论丰富了现有的社会排斥和怀旧的相关文献,并对相关企业的怀旧营销策略有一定指导意义。

Social exclusion occured widely in daily life. Two experiments were conducted to explore the influence of social exclusion on nostalgia consumption and its potential mediating mechanism. The results showed that social exclusion can improve the nostalgic consumption propensity of individuals. In this process, need to belong play a mediating role. This conclusion enriched the existing literature on social exclusion and nostalgia,it also had guiding significance for the nostalgia marketing strategy of relevant enterprises.