Abstract

In three studies, we examined the effect of experiential purchases on nostalgia by influencing the construal of experiential purchases as more meaningful life moments than their material counterparts. In study 1 and 2, participants were randomly assigned to an experiential or a material purchase condition. After, participants answered a battery of questionnaires assessing nostalgia, construal of meaningful life moments and memories, pride, repurchase intention, materialism, and preference for experiential buying. Results showed that recalling an experiential purchase led to higher nostalgia than recalling a material purchase by influencing the construal of experiential purchases as more meaningful life moments and memories. In addition, experiential purchases also had an indirect, positive effect on repurchase intention. In study 3, we manipulated the proposed mediator and found that participants who were asked to recall a purchase that presented a meaningful moment reported higher nostalgia than participants who were asked to recall a purchase that represented an ordinary moment. The indirect effect of the experimental condition on repurchase intention was also significant. The implications of the results were discussed.

摘要

在三项研究中，我们通过影响将体验式购买视为比物质购买更有意义的生活时刻来检验体验式购买对怀旧的影响。在研究 1 和 2 中，参与者被随机分配到体验或材料购买条件。之后，参与者回答了一系列调查问卷，评估怀旧、对有意义的生活时刻和记忆的理解、自豪感、回购意愿、物质主义和对体验式购买的偏好。结果表明，通过影响将体验式购买视为更有意义的生活时刻和记忆，回忆一次体验式购买比回忆一次物质购买会导致更高的怀旧情绪。此外，体验式购买对回购意愿也有间接的正向影响。在研究 3 中，我们操纵了提议的中介，发现被要求回忆一次有意义的购买的参与者比被要求回忆代表一个普通时刻的购买的参与者表现出更高的怀旧情绪。实验条件对回购意愿的间接影响也很显着。讨论了结果的影响。