Nostalgia Tendency and the Purchase Intention of Cultural and Creative Products

Abstract

Purpose – The global economy is changing from material to mental and cultural consumption. Nostalgic consumption is emerging as a new consumption model for the cultural content industry. Under this background, the text studies the relationship between the consumer’s nostalgia tendency and the willingness to purchase creative products using the nostalgic consumption behavior mechanism. Design/Methodology/Approach – This study examines the effect on the intention to purchase creative products from the perspective of consumers’ nostalgia. Findings – This study provides complementary theoretical significance to the study of the nostalgic consumption behavior of cultural and creative products. At the same time, it provides practical reference significance for the future marketing strategy and development of cultural and creative industry. Research Implications – Nostalgia is a unique characteristic that consumers generally have and, at the same time, a kind of psychology that can affect the purchase of a brand phenomenon. Consumer’s emotional response that evokes nostalgia and psychology related to stimulants are attitudes toward products that evoke consumer nostalgia. Sierra and McQuitty (2007) text expressed that consumers’ tendency to evoke nostalgia is advantageous in improving their willingness to purchase creative products based on the consumption behavior mechanism that evokes nostalgia. Therefore, nostalgia should be added to products or brands in the future development of the cultural and creative industries. Products can be enriched with nostalgic elements such as the country’s cultural history, memories of homes and childhood, symbolic meaning and preferences, characteristics of the times and cultural properties.