沈阳工业大学学报（社会科学版）2017，Vol.10Issue(1)：50-57,8.DOI:10.7688/j.issn.1674-0823.2017.01.08
怀旧倾向对老字号真实性与品牌承诺、购买意愿关系的调节作用
Regulating effect of nostalgia proneness on relationship between authenticity of time-honored brand, brand commitment and purchase intention
摘要
Abstract
The time-honored brand is taken as research background, the relationship of authenticity of time-honored brand, brand commitment and purchase intention is discussed, and nostalgia proneness is introduced as moderating variable to study the influence of nostalgia proneness on the relationship.Tianjin Goubuli restaurant is selected as research object, and statistical tools AMOS 17.0 and SPSS 20.0 are applied to test the hypothesis.The results show that:the original authenticity and self authenticity of time-honored brand have positive effect on brand commitment and purchase intention, and nostalgia proneness has positive moderation effect on the relationship between authenticity of time-honored brand, brand commitment and purchase intention.The study of the relationship between authenticity and purchase intention from the aspect of brand relationship opens up a new perspective of development of time-honored brand in the future.关键词
品牌发展/怀旧倾向/老字号/真实性/品牌承诺/购买意愿Key words
brand development/nostalgia proneness/time-honored brand/authenticity/brand commitment/purchase intention分类
管理科学引用本文复制引用
王秀宏,杨立娟,马向阳..怀旧倾向对老字号真实性与品牌承诺、购买意愿关系的调节作用[J].沈阳工业大学学报（社会科学版）,2017,10(1):50-57,8.基金项目
国家自然科学基金资助项目(71272149) （71272149）
教育部人文社会科学一般项目(11YJA630076). （11YJA630076）
