摘要
为探讨孤独感对怀旧偏好的影响及其作用机制,研究采用实验法。研究一通过UCLA量表测量被试的孤独感水平,初步探索孤独感与个体的怀旧消费偏好之间的关系。研究二和研究三分别采用不同的孤独感启动方法来验证孤独感对怀旧偏好的影响,并检验了寻找生活意义的动机在该过程中的中介效应。结果表明:(1)高孤独者比低孤独者具有更强烈的怀旧消费偏好;(2)寻找生活意义的动机在该过程中起中介作用。这一研究发现进一步丰富了现有的孤独感和怀旧文献,并对怀旧营销的设计具有重要的实践指导意义。
In order to explore the effect of loneliness on nostalgia and its mechanism of action,the experimental method was used. The study is to measure the loneliness level of the subjects through the UCLA scale, and explore the relationship between loneliness and the nostalgia consumption preference of the individual. Research two and research three used different starting methods of loneliness to verify the influence of loneliness on nostalgic preference,and examined the mediating effect of finding the meaning of life in the process. The results showed that:( 1)high loneliness had a stronger nostalgic consumption preference than those with low loneliness;( 2) the motive for finding life meaning played an intermediary role in the process. This study found that it further enriched the existing loneliness and nostalgic literature,and has an important practical guiding significance for the design of nostalgia marketing.
出处
《珞珈管理评论》
CSSCI
2018年第2期132-146,共15页
Luojia Management Review
基金
国家社会科学基金项目“快速迭代情境下创新产品扩散障碍识别与营销变革研究”(项目批准号:16BGL086)阶段性成果
关键词
孤独感
怀旧
怀旧消费
生活意义
寻找生活意义动机
Loneliness
Nostalgia
Nostalgic consumption
Meaning in life
The motive for searching the meaning of life
