نوع مقاله : علمی - پژوهشی
1 موسسه عالی آموزش و پژوهش مدیریت و برنامهریزی
2 موسسه عالی آموزش و پژوهش مدیریت و برنامه ریزی
عنوان مقاله [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.