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摘要：20世纪90年代，怀旧思潮兴起。西方研究者首次把怀旧引入到涉及消费者购买行为的营销领域里。怀旧营销作为一种创新型的营销手段，已经获得了不同程度的效果，并逐渐成为企业关注和重视的焦点。本文试图进行怀旧对消费者购买行为的影响研究，并分析怀旧营销对于中国企业的意义。本文主要分为五个部分，第一部分阐述文章的研究意义和研究内容；第二部分综述消费者怀旧情感的产生原因和分类；第三部分和第四部分是文章的重点部分，分别是分析怀旧对消费者的购买行为影响和怀旧消费对企业的启示，主要从怀旧心理的唤醒机制，怀旧对个人的影响和怀旧广告三个方面进行分析，然后基于目前企业怀旧营销的应用，结合理论知识提出怀旧对于企业的营销启示；第五部分得出结论，分析怀旧目前作为新兴领域的研究状况和未来发展方向。47142
毕业论文关键词：怀旧心理；怀旧消费；营销启示
The influence of nostalgia on consumers' buying behavior
Abstract: In the 90s of the 20th century, foreign researchers firstly mentioned nostalgic related to the area of consumer purchase behavior with nostalgic thoughts’ rising. As an innovative marketing tool, it has received some effect and gradually become the focus of great concern to the enterprise. This paper attempts to explore the influence of nostalgic act on consumer buying behavior and analyzes the significance of nostalgia marketing for Chinese enterprises. This paper is generally pided into five parts, the first part expounds the significance and the content of the study. The second part summarize the consumer nostalgia causes and classification. The third part and the fourth part are the key part of the article, which are the influence on consumer purchase behavior bring by nostalgic and the enlightenment of enterprises for nostalgic consumption respectively, explained mainly from three aspects including the wake mechanism of nostalgia emotion, nostalgia’s influence on the inpidual and nostalgia advertisement. Then come up with marketing inspiration combined with theoretical knowledge of nostalgia based on the application of current enterprise. The fifth part reach the conclusion, analyze the current research status as an emerging field of nostalgia and future development directions.
Keywords: Nostalgia; Nostalgia consumption; Marketing inspiration
目 录
绪论 1
一、选题意义和研究内容 2
（一）选题意义 2
1、现实意义 2
2、理论意义 2
（二）研究内容 2
二、文献综述 4
（一）消费者怀旧的概念 4
（二）消费者怀旧的形成原因 5
（三）消费者怀旧的分类 5
三、怀旧对消费者购买行为的影响 7
（一）消费者怀旧的形成机理 7
1、怀旧心理的的触发机制 7
2、消费者怀旧的具体诱因 8
（二）转化为最终购买决策的因素研究 10
1、消费者特征的调节作用 10
2、怀旧情感对品牌忠诚的影响