摘要
现实生活中,人们消费行为背后的动机往往非常复杂,尤其是当社会处于重大变迁时期,经常会掀起怀旧消费热潮。当社会处于重大变迁、剧烈动荡、迅速革新等时期,人们往往因需要适应新的变化而心理上产生无所适从、不安全感、不确定感等,进而导致焦虑感的形成。以往的研究中,还没有学者基于消费者焦虑感这一深层次的心理机制来研究怀旧消费的形成机理。鉴于此,文章通过大量阅读国内外文献,进而梳理消费者焦虑感对怀旧消费行为的催生机理,为今后学者们进行相应的实证研究提供了借鉴与参考。
In real life, consumer motivations are very complex. While society is experiencing a major reform, nostalgia consumption is taking off among consumers. Humans would have feelings of loss, insecurity and uncertainty in their adaption to the changes caused by rapid social transform, which lead to anxiety. But so far few scholars have explained the mechanism of nostalgia consumption based on psychological mechanism of anxiety. Given this, we introduced the mechanism of nostalgia consumption generation caused by consumer anxiety through literature review to provide the evidence for further empirical study.
出处
《技术经济与管理研究》
CSSCI
北大核心
2016年第3期69-74,共6页
Journal of Technical Economics & Management
基金
国家社会科学基金项目(12BGL021)
教育部人文社会科学研究青年项目(15YJC880116)
江苏省教育科学"十二五"规划课题(B-b/2015/03/017)
关键词
消费者焦虑
怀旧消费
购买意愿
营销管理
Consumer anxiety
Nostalgia consumption
Purchase intention
Marketing management
