懷舊廣告果真為銷售萬靈丹？－從集體懷舊觀點探討懷舊廣告對台灣嬰兒潮世代的影響

Is Nostalgia Advertising the Elixir for Sales? A Study of Nostalgic Advertisements on the Baby Boomers from the Perspective of Collective Nostalgia

蕭至惠(Chih-Hui Hsiao)

廣告認知 ； 懷舊情緒 ； 相依自我 ； 廣告效果 ； 行為意圖 ； Advertisement Cognition ； Nostalgia Emotion ； Interdependent Self-construal ； Advertising Effectiveness ； Behavior Intention

行銷科學學報

8卷2期（2012 / 12 / 01）

117 - 146

繁體中文

經由三個嚴謹的前測試驗，本研究挑選出本土知名品牌萬家香醬油於十餘年前所拍攝的懷舊廣告為實驗影片，以369位出生於嬰兒潮世代的消費者為研究對象，嘗試從Baker and Kennedy（1994）的集體懷舊觀點探討他們在觀看完懷舊廣告後，關於對懷舊廣告的認知、對懷舊廣告的懷舊情緒、懷舊廣告的效果及消費者的相依自我特質與行為意圖之間的關係，以彌補過去研究缺乏探討觀看懷舊廣告後情緒、相依自我人格特質與消費行為意圖等變數關係之不足。研究結果顯示，（1）消費者對懷舊廣告的認知會正向影響消費者的懷舊情緒；（2）消費者的正面懷舊情緒會正向影響懷舊廣告的效果；（3）懷舊廣告的效果會正向影響消費者的行為意圖；（4）消費者對懷舊廣告的認知會正向影響消費者的行為意圖；（5）相依自我於消費者懷舊情緒與廣告效果之間具有干擾作用，其中相較於低相依自我的人，高相依自我的人會有較佳的廣告效果。

Based on three pretests, we determine the experimental tool to be the Nostalgia advertisement film shot a decade ago by Wan Ja Shan soy bean sauce. The research examinees include 369 persons born in the baby booming period. Having the examininees watch the Nostalgia advertisement film, we study their cognition, emotion, perception, and behaivior intention about Nostalgia advertisement. We also study how the interdependent self-construal influences emotion and advertising effectiveness. Compared with other studies, our study is distinct in studing the interdependent self-construal, behavior intention, and emotions after watching a Nostalgia advertisement film.We arrive the following conclusions. First, consumers' advertisementcognition positively influences consumers' Nostalgic emotion. Second, consumers' positive Nostalgic emotion positively influence advertisement effectiveness. Third, advertisement effectiveness positively influences consumers' behavior intention. Fourth, consumers' advertisement cognition positively influences consumers' behavior intention. Fifth, interdependent self-construal influences Nostalgic emotion and advertisement effectiveness of the consumers. Advertisement has higher effect on consumers with high interdependent self-construal than on consumers with low interdependent self-construal.

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