懷舊氣氛對正向情緒與後續購買意願影響之探討

The Effects of Nostalgia Atmosphere on Positive Emotion and Future Purchasing Intention

10.29931/MR.201009.0001

林家五(Chia-Wu Lin)；郭子嘉(Tzu-Chia Kuo)；張書豪(Shu-Hao Chang)

懷舊氣氛 ； 懷舊情緒 ； 後續購買意願 ； 體驗行銷 ； nostalgia atmosphere ； nostalgia emotion ； future purchasing intention ； experience marketing

行銷評論

7卷3期（2010 / 09 / 01）

275 - 297

繁體中文

隨著體驗經濟時代的來臨，「販賣」台灣記憶風潮不斷地出現，「懷舊」也成爲一種新興體驗。本研究檢測了消費者情緒在懷舊體驗中所扮演的角色，調查了129位消費者，使用現場實驗設計法與層級迴歸分析法探討懷舊氣氛、正向情緒與後續購買意願之影響關係。研究結果發現懷舊氣氛豐富性會正向影響正向情緒與後續購買意願；此外，聽覺與嗅覺的懷舊氣氛知覺會經由正向情緒影響後續購買意願，且在懷舊氣氛知覺上，嗅覺的影響力大於聽覺。本研究試圖發展懷舊氣氛、懷舊情緒與後續購買意願影響模式，以提供實務上之建議。

Following the experience economy era coming, the ”peddling” of Taiwan's memories has appeared continuously, and ”nostalgia” also has become a new experience. The study reports the role of consumer emotion in nostalgia experience, and investigates 129 consumers adopting field experimental design and hierarchical regression analysis to verify the influence of nostalgia atmosphere and positive emotion on future purchasing intention. The results indicate nostalgia atmosphere richness will positive affect positive emotion and future purchasing intention. Besides, the nostalgia atmosphere perception of hearing and smell will positive affect future purchasing intention through positive emotion, and the influence of smell is greater than smell. This study attempts to build the influence of nostalgia atmosphere, nostalgia emotion and future purchasing intention model to provide some practical suggestions.

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