自恋与怀旧消费行为关系实证研究

An Empirical Study on the Relationship Between Narcissism and Nostalgia Consumption Behavior

考察了不同自恋水平者的怀旧消费行为特点.结果表明,高低自恋在不同类型怀旧消费行为上表现出了较大的差异性.不同水平的自恋表现出不同的怀旧消费行为:与低自恋者相比,高自恋者表现出更明显的个人怀旧消费行为,他们对个人怀旧消费产品的回忆率更高,更倾向于喜欢个人怀旧的产品;在怀旧消费意愿、集体怀旧消费行为方面,高低自恋者未表现出显著的差异;无论是高自恋者还是低自恋者,他们对集体怀旧消费产品的认知、情感和意愿上均无明显差异.

This study systematically investigates the characteristics of nostalgic consumption behavior of people with different narcissistic levels. The results show that the consumption behaviors of high and low narcissists show great differences in different types of nostalgic consumption behaviors. On the whole, Different levels of narcissism show different nostalgic consumption behaviors: compared with low narcissists, high narcissists show more obvious personal nostalgic consumption behavior, and they have higher recall rate of personal nostalgic consumption products and tend to like personal nostalgic products;there is no obvious difference between high and low narcissists in nostalgic consumption willingness and collective nostalgic consumption behavior;in addition, there is no significant difference, emotion and willingness of collective nostalgic consumption products between high narcissists and low narcissists.