노스탤지어 마케팅이 소비자 태도에 미치는 영향

Abstract

This study systematically examined the patterns in which Nostalgia marketing, consumer personal characteristics, and product characteristics are connected to consumer attitudes, purchase intention and loyalty. As a result of verifying the research model, in Models 1 and 2, nostalgia marketing and conspicuous self-expression had a positive(+) effect on purchase intention and loyalty, and in Model 3, conspicuous self-expression and design preference had a positive(+) effect on purchase intention and loyalty. However, Nostalgia marketing had no effect, and self-achievement and food preference had no effect on purchase intention and loyalty in Models 2 and 3. The results of this study verify that nostalgia marketing, conspicuous self-expression, and design preference are key variables on consumers' purchase intention and loyalty. In addition, this study can give meaning to revealing the hierarchical influence relationship by setting the variables affecting nostalgia marketing as one research model, and provides practical implications for nostalgia marketing strategy.