怀旧对消费者创造体验型消费的影响研究

Research on the Impact of Nostalgia on Consumers Experiential Creation Consumption

怀旧的自我导向功能会促发个体寻求探索成长的内在动机,表现出对新奇、挑战、探索和学习的寻求取向,增加经验开放性,促使个体更偏好创造体验型消费。本文通过不同怀旧操纵方式和创造体验型消费测量方法探讨了怀旧对创造体验型消费的影响及其内在机制与边界条件:实验一、二检验怀旧和创造体验型消费意愿的因果关系,证明怀旧会系统地增加个体全部类型的创造体验型消费意愿(H1);实验三、四进一步揭示上述效应的内在机制,即经验开放性的中介作用,并排除积极情绪、能力需求等作为替代性解释的可能性(H2);实验五证明了调节定向的调节作用,发现促进定向特质的个体探索、学习和成长的意愿更高,经历怀旧后会提升经验开放性,从而提高创造体验型消费意愿(H3);实验六证明了认知需求的调节作用,发现高认知需求个体在经验开放性提升的前提下探索思考动机更强,更偏好创造体验型消费(H4)。本文不仅有助于拓展有关怀旧、创造体验型消费、经验开放性、调节定向和认知需求的研究,而且能为相关组织提供有效的管理启示。

The self-directed function of nostalgia stimulates individuals to generate a growth orientation,showing an interest towards novelty,challenge,exploration and learning,increasing the openness to experience,and facilitating individuals preference for experiential creation consumption.Six experiments in the paper investigate the impact of nostalgia on experiential creation consumption and its underlying mechanism and boundary conditions.ExperimentⅠandⅡtested the relationship between nostalgia and willingness to create experiential consumption,proving that nostalgia systematically increases individuals willingness to all types of experiential creation consumption(H1).ExperimentⅢandⅣfurther revealed the mediating role of openness to experience by excluding positive affect,need for competence,etc.as alternative explanations(H2).ExperimentⅤrevealed the moderating effect of regulatory focus,demonstrating that individuals with regulatory focus traits are more willing to explore,learn,and grow,and that nostalgia boosts openness to experience,which enhances the willingness to experiential creation consumption(H3).ExperimentⅥdemonstrated the moderating effect of need for cognition and found that individuals with high levels of need for cognition have a stronger motivation in exploratory and thinking,leading to a greater preference for experiential creation consumption(H4).This thesis not only contributes to expanding research on nostalgia,experiential creation consumption,openness to experience,regulatory focus,and need for cognition,but also provides valid managerial insights for the relevant organizations.