نوستالژی و نیات رفتاری مصرف‌کننده؛ تحلیل نقش پیوستگی اجتماعی (SC) و ارزش تجربی (EV)

نوع مقاله : علمی - پژوهشی

نویسندگان

1 موسسه عالی آموزش و پژوهش مدیریت و برنامه‌ریزی

2 موسسه عالی آموزش و پژوهش مدیریت و برنامه ریزی

چکیده

چکیده
هدف: فربه ‌شدن مفهوم نوستالژی در زندگی روزمره، ضرورت توجه بیشتر به آن را در منظومه گفتمانی رفتار مصرف‌کننده برجسته ساخته است. نوستالژی یا ترجیح بر آنچه درگذشته معمول بوده، حسرتی غم‌بار و توأمان لذت‌بخش است که در بازیابی و بازآفرینی زیست جهانِ مصرف‌کننده نقش-آفرینی می‌کند. پژوهش حاضر به دنبال مطالعه تأثیر حس نوستالژی بر نیات رفتاری مصرف‌‌کنندگان در پرتو نقش میانجی ارزش تجربی و پیوستگی اجتماعی است.
روش شناسی: جامعه آماری مورد مطالعه، مشتریان رستوران‌هایی هستند که از زاویه نشانه -شناسی، حامل عناصر بازنمایی نوستالژیک هستند. روش تحقیق این مطالعه آمیخته است و جهت انجام این مطالعه، ابتدا بر اساس مطالعه ادبیات و پیشینه تحقیق مدل اولیه تدوین شد. سپس در بخش کیفی و به روش مصاحبه عمیق، مدل اولیه و متغیرهای فرعی آن بازآرایی شد و سپس به روش پیمایش، دیدگاه‌های 259 نفر از مشتریان رستوران‌های با فضای محتوایی نوستالژیک مطالعه شده است.
یافته‌ها: یافته‌ها نشان می‌دهند نوستالژی با نقش میانجی ارزش تجربی (شامل بازگشت سرمایه‌‌گذاری مصرف‌کننده و ادراک برتری خدمات) و پیوستگی اجتماعی (مانند حس تعلق و همذات پنداری) بر نیات رفتاری مصرف کنندگان تأثیر دارد.
نتیجه‌گیری: حس تعلق و میل به کسب ارزش، می‌تواند رفتار مصرف‌کنندگان را در خوانش تعابیر نوستالژیک تعدیل کند و در نهایت به خلق پیوندهای جمعیِ نو بیانجامد. مشارکت این مطالعه می‌تواند پنجره‌ای نو به اعتلای ادبیات نوستالژی و احیای فضای اندیشگی آن در درک رفتار مصرف انسان ایرانی بگشاید.


واژگان کلیدی: نوستالژی (یادمانه)، ارزش تجربی، پیوستگی اجتماعی، نیات رفتاری

کلیدواژه‌ها

عنوان مقاله [English]

Nostalgia and consumer intentions; The role of experiential value (EV) and social connectedness (SC)

نویسندگان [English]

  • Mehdi Khademi Gerashi 1
  • Akbar Rostami 2
1 institute for management and planning studies
2 Institute for Management and Planning Studies
چکیده [English]

Purpose: The growing concept of nostalgia in everyday life has highlighted the need to pay more attention to it in the discourse system of consumer behavior. Nostalgia, or the preference for what was common in the past, is a sad and at the same time pleasurable longing that plays a role in the recovery and re-creation of the consumer's biological world. The present study seeks to study the effect of nostalgia on consumer behavioral intentions in the light of the mediating role of empirical value and social Connectedness.
Design/Methodology/Approach: The statistical population of the study is the customers of restaurants that carry nostalgic representation elements from a semiotic point of view. The research method is mixed and to conduct this study, first the initial model was developed based on the literature. In the qualitative part and by in-depth interview method, the initial model and its sub-variables were rearranged and, through the survey method, the views of 259 customers of restaurants with nostalgic content space were studied.
Findings: The findings show that nostalgia mediates the behavioral intentions of consumers by mediating the empirical value (including return on consumer investment and perception of service superiority) and social Connectedness
Originality/value: A sense of belonging and desire to gain value can moderate consumer behavior in reading nostalgic interpretations and ultimately lead to the creation of new collective bonds.

کلیدواژه‌ها [English]

  • Keywords: Nostalgia
  • Experiential Value
  • Social Connectedness
  • Sense of belonging
  • Behavioral Intentions

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سابقه مقاله

  • تاریخ دریافت: 05 فروردین 1401
  • تاریخ بازنگری: 05 خرداد 1401
  • تاریخ پذیرش: 07 خرداد 1401

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