中文摘要：

怀旧产品的营销中关键技术环节是增强和迎合消费者怀旧审美。然而文化价值观的差异性会影响消费者对怀旧产品的审美,进而影响消费者的选取怀旧产品的意愿。本文的首要目的是通过文献的回顾形成相关初始量表,并确立理论研究框架和提出相关假设,然后基于实证分析的视角探析相互之间的影响机理。通过ANOVA分析和结构方程模型对258份问卷调查数据进行假设验证,实证分析结果表明,怀旧审美起到中介的效应。文化价值观的差异对怀旧产品消费者的购买意愿成正向显著性,受怀旧审美的差异影响对怀旧产品购买意愿有显著的不同。论文为加快怀旧文化产品创新和企业营销战略提供新思路,并有望受益于管理实践进一步提高消费者的满意度。

英文摘要：

As the important issue in social science,there is a little empirical study in cultural values affecting with nostalgic product decisions. With the development of social cognition psychology,nostalgic aesthetic as a psychological state can be used immediately,and behavioral tendency may have an effect on consumer choice. In this paper,we established a research framework to measure the mechanism of mutual influence factors. This article focuses on the relationship the cultural values with consumer purchase intention on nostalgic product,and we tested that culture value as the independent variables has a direct effect on purchase intension of nostalgic products. In addition,we further examine the mechanism as a mediator of nostal-gic aesthetic. Furthermore we use SEM and ANOVA analysis statistic tool verified by 258 questionnaires,empirical results showed that different cultural values have differences significantly. The differences of cultural value resulted in higher values of cultural heritage and nostalgic engagement. Therefore,we need to increase the element of nostalgia in to traditional products.More important,these effects uniquely applied to participants who own high on the nostalgia aesthetic. This is to say,cultural values was indirectly linked to heightened purchase intention through nostalgia aesthetic. Consumers are more apt to buy nostalgia products. In other word,nostalgia aesthetic as mediates variables,there is positive link between cultural values and purchase intentions on nostalgia product,and nostalgia aesthetic affected purchase intention for nostalgia products significantly different. The findings are discussed in light of created theoretical and practical implications for destination marketing and management.