How Nostalgia Affect Purchase Intention Under the Background of Big Data

Abstract

In the era of big data, individuals have to face a fast-paced lifestyle. Nostalgia as an emotional appeal, to a certain extent, can affect individuals’ purchase behavior. Through the guidance of nostalgia, businesses can awaken people’s good memories of the past, and then release this emotional appeal through consumption. Besides, brand identification has always been regarded as an important medium for the influence of nostalgia on consumers’ purchase intention. This paper divides brand identification into two dimensions, namely cognitive attitude and emotional identification, trying to explore the relationship between nostalgia and consumers’ purchase intention. This paper focuses on the influence mechanism of three types of nostalgia on consumers’ purchase intention. This research aims to enrich the research on nostalgia marketing and provide practical ideas for enterprises’ nostalgia marketing.KeywordsNostalgiaBrand identificationPurchase intention