Nostalgia Stimulation and Purchase Intention of Time-honored Brands in The Context of E-commerce Live Broadcasting: Based on Social Presence Perspective

Abstract

Based on the perspective of social presence theory, this study uses SOR theory to establish a research model. Data were collected from 272 valid questionnaires by snowballing on WeChat social platform. The model explore the influencing factors of nostalgia stimulation and purchase intention of old products, as well as the mediating role of nostalgia. The results indicate that: (1) Emotional presence and communicational presence had a significant positive effect on nostalgia emotion, except coexistence presence; (2) Emotional presence, communicational presence, and nostalgia emotion had a positive effect on the willingness to purchase of time-honored products, except coexistence presence; (3) Nostalgia emotion partially mediated the effect of emotional presence on willingness to purchase; (4) Nostalgia emotion partially mediated the effect of communicational presence on willingness to purchase. These findings enrich the literature related to the time-honored brand in the context of live broadcasting and provide a basis and reference for enterprises to use online channels to promote the time-honored brand.