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高明
李璽
國際旅遊與管理學院
國際旅遊管理博士學位課程(中文學制)
博士
2024
懷舊餐廳視域下的青年群體 真實性感知, 懷舊情感與重購意願研究
A study on the authenticity perception, nostalgic emotion and repurchase intention of 18-34 years old youth group from the perspective of nostalgic restaurants
懷舊餐廳 ; 青年消費者 ; 真實性感知 ; 重購意願
Nostalgic Restaurant ; Young Consumers ; Perception of Authenticity ; Repurchase Intention
公開日期：10/9/2027
時尚界通行一句名言：“流行是一個輪回，你永遠也不知道古早的時尚什麼時候會成為新的流行”。2024年，《隱秘的角落》《狂飆》《繁花》三部電視劇掀起了一股懷舊浪潮，帶火了江門、湛江、重慶等一眾目的地。一個顯著的趨勢是，從風景到場景，以懷舊為代表的體驗業態正加速變革傳統旅遊業的標準化作業場景。這一背景下，地方美食首當其衝，成為消費者在地體驗的重要維度。品茗美食是典型的具身性體驗，更是一次完整的現世身心狀態轉換。消費者在趕赴餐廳就餐過程中產生了時空中的流動，就餐過程使得多感官得以調動，相對複雜的身心變化在此過程中伴生。某種意義上，美食場景中的體驗變化，不失為一種時空穿越。由此衍生而出的對懷舊的學理探索，也因國民生活品質的日趨豐裕而成為熱議話題。研究循由上述脈絡，是之為線索展開。
美食體驗中的懷舊現象研究肇自上世紀80年代。由實踐中觀之，近年來的消費變遷消加速了懷舊主題的餐飲消費空間形成，懷舊正快速外化為一種顯性需要。以超級文和友為代表，我國各地的懷舊餐廳聲名大噪，成為目的地遊歷過程中必去打卡的“景點”。追本溯源的看，吃、住、行、遊、購、娛是旅遊業的核心表徵，且表達與實現方式高度依賴於建築空間、影視文學、音樂短視頻等載體。在懷舊的實現與實踐中，建築運營空間是上述載體中最常見的表現形式。其滿足了人們具身造訪、身份認同、情感表達需求，是將懷舊從幻化虛擬迭代到物質實體的時空存在。尤其是在全球懷舊思潮已成為一股不容小覷的情感需求的大背景下。在學界，心理學、人文地理、旅遊、市場行銷等領域已具體而微的對懷舊的成因、機理、影響做了分析。縱觀全球學研進程，海外就消費者懷舊的研究在近三十年間快速成熟。無論是學術成果抑或理論方法，均呈現較高水準的理實運用。與之相對的，我國相關研究多遵循西學東漸的路徑，大體上依然延續著對西方學研成果的總結歸納。儘管研究熱度逐年提高，但在學術反哺中國實踐的軌道建構上，尚顯薄弱。大體上，懷舊可以分為個人懷舊和替代懷舊。個人的懷舊情緒與一個人的直接記憶有關，比如他們的童年或家鄉，並且可以被一個物體或者事件所喚起（如舊的圖片或親屬的離世），直接與一個人有關（Sierra & McQuitty，2007）。對替代性懷舊而言，這一現象與個人的直接體驗無關，反映了一個人對想像中的過去的渴望（Okumus & Cetin，2018）。替代性懷舊又稱歷史懷舊。例如，一個國家的“黃金時代”顯然不在一個人的生活記憶中（Goulding，2002）。Tsai & Wang（2023）指出，沒有其他詞語能更好地形容替代性懷舊這一這個現代病（modern malaise）。作為當今世界普遍存在的一種心理，替代性懷舊充斥著大眾傳媒，成為廣告行銷的誘餌。國內學者梁增賢與保繼剛（2020）亦指出，替代性懷舊可以被遺產對象如美食文化、非遺文化、地方歷史、建築遺存等事物所喚起。本研究的思考源起在於：以往的大多數成果並未對懷舊的類型進行區分，合併了不同懷舊體驗的研究結果能夠闡釋現實之中的消費行為嗎？
懷舊餐廳的產品與服務彰顯著鮮明標識。與傳統意義上的美食消費有著較大不同的是，其場景化的消費體驗，調動了集視覺、聽覺、味覺、嗅覺在內的全感官美食消費體驗，為消費者重拾一次難忘的記憶的懷舊餐廳消費。從學理看，今日所有的“新”，都無非是重新包裝的“舊”，現代主義流行美學所奠定的商品被反復消費（Storey，2010）。1990年代以來，隨著商品與文化消費迴圈，乍看在材料演進的加持下不斷展現簇新俐落的未來感，實質上卻陷入向歷史取經、反復操作往昔時尚風潮的固定模式。儘管不少學者通過全球化與本土化的互動來分析懷舊消費空間的形成機制、符號生產、價值創造和消費者感知，但在微觀層面基於量化成果的實踐策略也十分鮮見。尤其是，對青年這一消費主力群體在懷舊餐廳中的互動狀態研究，現有成果闡釋也稍顯單薄。正因此，就意義來看，研究創新性的聚焦青年這一當下消費的主力群體，以替代性懷舊這一懷舊情感特徵為切入，既是美食助力旅遊業復蘇的能量積蓄；更是在美食持續出圈的當下，精准指導業者經營和目的地品牌建設的實踐。
研究邏輯進路細分為五個步驟：第一步，聚焦青年群體在懷舊餐廳情境下的消費行為，對體驗真實性、替代性懷舊、重購意願等相關變數涉及的文獻進行綜合梳理與回顧。以此為基礎，基於成熟的情緒喚醒理論及認知評價理論，系統提出研究模型。第二步，以四個變數（真實性體驗、感知價值、替代性懷舊、重購意願）提出青年美食體驗群體在變數各維度之間的理論假設。第三步，借鑒現有研究成果並結合前測（Pilot testing）發展測量工具，按照便利抽樣方式借助問卷調查工具獲取數據。第四步，通過SPSS 22.0與Mplus軟體開展數據的描述分析、信度分析和方差分析、驗證性因數分析、效度分析、結構方程分析、仲介效應分析和調節效應分析。進而厘清真實性感知、懷舊情感中的替代性懷舊對重購意願的影響機制，並就整體互動演化過程做出清晰的刻畫。第五步，進行理論與實踐的結論陳述並給出因應建議。
研究結果顯示：真實性感知對替代性懷舊有正向促進作用，真實性感知程度越高，替代性懷舊感觸越深。與此同時，替代性懷舊對積極情緒和消極情緒均存在有正向促進作用。就消極情緒和積極情緒比較分析來看，替代性懷舊對積極情緒影響大於消極情緒，即：替代性懷舊更易讓青年消費者獲得正向的情緒價值。此外，積極情緒、消極情緒、替代性懷舊、真實性感知程度越深，重購意願則越強烈。從標準化回歸係數大小看，積極情緒對重購意願的影響大於消極情緒。就體驗真實性對重購意願的影響來看，研究實證了替代性懷舊和積極情緒作為雙重仲介變數的仲介效應。就調節效應來看，在懷舊餐廳的消費行為中，探新求異負向調節了真實性感知與替代性懷舊之間的關係。真實性感知對文化距離的實證結果不顯著，揭示了文化距離對真實性感知與替代性懷舊並不存在調節作用。值得一提的是，無論處於哪一細分年齡區間，全齡段的青年消費者對文化感知、氛圍感知、美食感知、替代性懷舊、積極情感、探新求異等維度的方差分析結果均顯著。這與90後和00後已然成為消費出遊主力，“打卡高於一切”的文旅消費新趨勢不謀而合。
可見，成長於互聯網時代的青年消費者擁有強烈的自我意識，他們不僅對熱門話題趨勢有著較高的關注，更對親身體驗和主動參與傳播有著較高的期待。因此，餐飲業者和目的地管理者應更為靈活的實施“取長補短”策略，加快美食傳播場景化與工具化進程。一個可循的路徑是，以懷舊餐廳為先手棋，嘗試與療愈、Citywalk、國潮、露營等新趨勢融合，探索消費場景與Z世代建立更深度連接、更有效互動。
美食體驗中的懷舊現象研究肇自上世紀80年代。由實踐中觀之，近年來的消費變遷消加速了懷舊主題的餐飲消費空間形成，懷舊正快速外化為一種顯性需要。以超級文和友為代表，我國各地的懷舊餐廳聲名大噪，成為目的地遊歷過程中必去打卡的“景點”。追本溯源的看，吃、住、行、遊、購、娛是旅遊業的核心表徵，且表達與實現方式高度依賴於建築空間、影視文學、音樂短視頻等載體。在懷舊的實現與實踐中，建築運營空間是上述載體中最常見的表現形式。其滿足了人們具身造訪、身份認同、情感表達需求，是將懷舊從幻化虛擬迭代到物質實體的時空存在。尤其是在全球懷舊思潮已成為一股不容小覷的情感需求的大背景下。在學界，心理學、人文地理、旅遊、市場行銷等領域已具體而微的對懷舊的成因、機理、影響做了分析。縱觀全球學研進程，海外就消費者懷舊的研究在近三十年間快速成熟。無論是學術成果抑或理論方法，均呈現較高水準的理實運用。與之相對的，我國相關研究多遵循西學東漸的路徑，大體上依然延續著對西方學研成果的總結歸納。儘管研究熱度逐年提高，但在學術反哺中國實踐的軌道建構上，尚顯薄弱。大體上，懷舊可以分為個人懷舊和替代懷舊。個人的懷舊情緒與一個人的直接記憶有關，比如他們的童年或家鄉，並且可以被一個物體或者事件所喚起（如舊的圖片或親屬的離世），直接與一個人有關（Sierra & McQuitty，2007）。對替代性懷舊而言，這一現象與個人的直接體驗無關，反映了一個人對想像中的過去的渴望（Okumus & Cetin，2018）。替代性懷舊又稱歷史懷舊。例如，一個國家的“黃金時代”顯然不在一個人的生活記憶中（Goulding，2002）。Tsai & Wang（2023）指出，沒有其他詞語能更好地形容替代性懷舊這一這個現代病（modern malaise）。作為當今世界普遍存在的一種心理，替代性懷舊充斥著大眾傳媒，成為廣告行銷的誘餌。國內學者梁增賢與保繼剛（2020）亦指出，替代性懷舊可以被遺產對象如美食文化、非遺文化、地方歷史、建築遺存等事物所喚起。本研究的思考源起在於：以往的大多數成果並未對懷舊的類型進行區分，合併了不同懷舊體驗的研究結果能夠闡釋現實之中的消費行為嗎？
懷舊餐廳的產品與服務彰顯著鮮明標識。與傳統意義上的美食消費有著較大不同的是，其場景化的消費體驗，調動了集視覺、聽覺、味覺、嗅覺在內的全感官美食消費體驗，為消費者重拾一次難忘的記憶的懷舊餐廳消費。從學理看，今日所有的“新”，都無非是重新包裝的“舊”，現代主義流行美學所奠定的商品被反復消費（Storey，2010）。1990年代以來，隨著商品與文化消費迴圈，乍看在材料演進的加持下不斷展現簇新俐落的未來感，實質上卻陷入向歷史取經、反復操作往昔時尚風潮的固定模式。儘管不少學者通過全球化與本土化的互動來分析懷舊消費空間的形成機制、符號生產、價值創造和消費者感知，但在微觀層面基於量化成果的實踐策略也十分鮮見。尤其是，對青年這一消費主力群體在懷舊餐廳中的互動狀態研究，現有成果闡釋也稍顯單薄。正因此，就意義來看，研究創新性的聚焦青年這一當下消費的主力群體，以替代性懷舊這一懷舊情感特徵為切入，既是美食助力旅遊業復蘇的能量積蓄；更是在美食持續出圈的當下，精准指導業者經營和目的地品牌建設的實踐。
研究邏輯進路細分為五個步驟：第一步，聚焦青年群體在懷舊餐廳情境下的消費行為，對體驗真實性、替代性懷舊、重購意願等相關變數涉及的文獻進行綜合梳理與回顧。以此為基礎，基於成熟的情緒喚醒理論及認知評價理論，系統提出研究模型。第二步，以四個變數（真實性體驗、感知價值、替代性懷舊、重購意願）提出青年美食體驗群體在變數各維度之間的理論假設。第三步，借鑒現有研究成果並結合前測（Pilot testing）發展測量工具，按照便利抽樣方式借助問卷調查工具獲取數據。第四步，通過SPSS 22.0與Mplus軟體開展數據的描述分析、信度分析和方差分析、驗證性因數分析、效度分析、結構方程分析、仲介效應分析和調節效應分析。進而厘清真實性感知、懷舊情感中的替代性懷舊對重購意願的影響機制，並就整體互動演化過程做出清晰的刻畫。第五步，進行理論與實踐的結論陳述並給出因應建議。
研究結果顯示：真實性感知對替代性懷舊有正向促進作用，真實性感知程度越高，替代性懷舊感觸越深。與此同時，替代性懷舊對積極情緒和消極情緒均存在有正向促進作用。就消極情緒和積極情緒比較分析來看，替代性懷舊對積極情緒影響大於消極情緒，即：替代性懷舊更易讓青年消費者獲得正向的情緒價值。此外，積極情緒、消極情緒、替代性懷舊、真實性感知程度越深，重購意願則越強烈。從標準化回歸係數大小看，積極情緒對重購意願的影響大於消極情緒。就體驗真實性對重購意願的影響來看，研究實證了替代性懷舊和積極情緒作為雙重仲介變數的仲介效應。就調節效應來看，在懷舊餐廳的消費行為中，探新求異負向調節了真實性感知與替代性懷舊之間的關係。真實性感知對文化距離的實證結果不顯著，揭示了文化距離對真實性感知與替代性懷舊並不存在調節作用。值得一提的是，無論處於哪一細分年齡區間，全齡段的青年消費者對文化感知、氛圍感知、美食感知、替代性懷舊、積極情感、探新求異等維度的方差分析結果均顯著。這與90後和00後已然成為消費出遊主力，“打卡高於一切”的文旅消費新趨勢不謀而合。
可見，成長於互聯網時代的青年消費者擁有強烈的自我意識，他們不僅對熱門話題趨勢有著較高的關注，更對親身體驗和主動參與傳播有著較高的期待。因此，餐飲業者和目的地管理者應更為靈活的實施“取長補短”策略，加快美食傳播場景化與工具化進程。一個可循的路徑是，以懷舊餐廳為先手棋，嘗試與療愈、Citywalk、國潮、露營等新趨勢融合，探索消費場景與Z世代建立更深度連接、更有效互動。
There is a popular saying in the fashion industry: "Fashion comes in cycles, and you never know when old fashion will become new fashion." In 2024, the TV series "The Hidden Corner", "Hurry" and "Flowers" set off a wave of nostalgia, making many tourist destinations such as Jiangmen, Zhanjiang and Chongqing popular. A significant trend is that from landscapes to scenes, the experience format represented by nostalgia is accelerating the transformation of the standardized operating scenarios of the traditional tourism industry. In this context, local delicacies bear the brunt and have become an important dimension of consumers’local experience. Tasting tea and delicious food is a typical embodied experience, and it is also a complete transformation of physical and mental state in this world. When consumers rush to restaurants to dine, they create a flow of time and space. The dining process mobilizes multiple senses, and relatively complex physical and mental changes are accompanied by this process. In a sense, the changes in experience in the food scene are a kind of time travel. The academic exploration of nostalgia derived from this has also become a hot topic due to the increasingly affluent quality of national life. The research follows the above-mentioned context and proceeds as clues.
Research on the nostalgia phenomenon in food experience began in the 1980s. Judging from practice, consumption changes in recent years have accelerated the formation of nostalgic-themed catering consumption spaces, and nostalgia is rapidly becoming an explicit need. Represented by Super Wenheyou, nostalgic restaurants across my country have become famous and have become must-visit “attractions” when traveling to destinations. Looking back at the origins, food, accommodation, transportation, travel, shopping, and entertainment are the core representations of the tourism industry, and the expression and realization methods are highly dependent on carriers such as architectural space, film, television, literature, and music short videos. In the realization and practice of nostalgia, architectural operation space is the most common form of expression among the above carriers. It meets people's needs for embodied visitation, identity recognition, and emotional expression, and it iterates nostalgia from the illusionary virtual to the time-space existence of material entities. Especially in the context where global nostalgia has become an emotional demand that cannot be underestimated. In the academic world, psychology, human geography, tourism, marketing and other fields have made detailed analyzes of the causes, mechanisms, and effects of nostalgia. Looking at the progress of global academic research, overseas research on consumer nostalgia has matured rapidly in the past thirty years. Whether it is academic achievements or theoretical methods, they all show a high level of theoretical and practical application. In contrast, relevant research in my country mostly follows the path of Western learning spreading eastward, and generally continues to summarize the results of Western academic research. Although the research intensity is increasing year by year, the track construction of academic feedback to Chinese practice is still weak. Broadly speaking, nostalgia can be divided into personal nostalgia and vicarious nostalgia. Personal nostalgia is associated with a person's immediate memories, such as their childhood or hometown, and can be evoked by an object or event (such as an old picture or the death of a relative) that is directly associated with a person (Sierra & McQuitty, 2007 ). For vicarious nostalgia, the phenomenon is unrelated to one’s direct experience and reflects one’s longing for an imagined past ( Okumus & Cetin, 2018 ). Vicarious nostalgia is also called historical nostalgia. For example, a country's "golden age" is clearly not within one's living memory (Goulding, 2002). Tsai & Wang (2023) point out that no other word can better describe the modern malaise of vicarious nostalgia. As a prevalent psychology in today's world, vicarious nostalgia floods the mass media and becomes a bait for advertising and marketing. Domestic scholars Liang Zengxian and Bao Jigang (2020) also pointed out that vicarious nostalgia can be evoked by heritage objects such as food culture, intangible cultural heritage, local history, architectural remains, etc. The origin of this study is: Most previous results do not differentiate between types of nostalgia. Can research results that combine different nostalgia experiences explain real consumption behavior?
The products and services of the nostalgic restaurant have a distinctive identity. What is quite different from food consumption in the traditional sense is that its scenario-based consumption experience mobilizes a full-sensory food consumption experience including vision, hearing, taste, and smell, providing consumers with the opportunity to regain an unforgettable memory. Nostalgic restaurant consumption. From an academic point of view, all the “new” today is nothing more than repackaged “old”. The commodities based on modernist popular aesthetics are consumed repeatedly (Storey, 2010). Since the 1990s, with the cycle of commodity and cultural consumption, at first glance, it has continued to show a new and neat sense of the future with the support of material evolution, but in fact it has fallen into a fixed pattern of learning from history and repeatedly operating on past fashion trends. Although many scholars analyze the formation mechanism, symbol production, value creation and consumer perception of nostalgic consumption space through the interaction of globalization and localization, practical strategies based on quantitative results at the micro level are also very rare. In particular, the existing research on the interaction status of young people, the main consumer group, in nostalgic restaurants is also somewhat thin. Therefore, in terms of significance, the research innovatively focuses on young people, the main group of current consumers, and uses the nostalgic emotional characteristics of alternative nostalgia as an entry point. It is not only the energy accumulation of food to help the recovery of the tourism industry, but also the continuous development of food. At present, it provides precise guidance on the practice of business operations and destination brand building.
The research logical approach is subdivided into five steps: The first step is to focus on the experience of young people in the context of nostalgic restaurants, and comprehensively review the literature related to food tourism, experience authenticity, vicarious nostalgia, repurchase intention and other related variables. and review. On this basis, a research model is systematically proposed based on mature emotional arousal theory and cognitive evaluation theory. In the second step, based on four variables (authentic experience, tourists' perceived value, vicarious nostalgia, and repurchase intention), the theoretical hypothesis of the youth food experience group between the various dimensions of the variables is proposed. The third step is to draw on existing research results and develop measurement tools combined with interviews, and obtain data using questionnaire tools according to convenience sampling. The fourth step is to use SPSS 22.0 and Mplus software to carry out descriptive analysis, reliability analysis, variance analysis, confirmatory factor analysis, validity analysis, structural equation analysis, mediation effect analysis and moderation effect analysis of the data. Then we will clarify the influence mechanism of authenticity perception and vicarious nostalgia in nostalgic emotion on repurchase intention, and make a clear description of the overall interactive evolution process. The fifth step is to make a conclusion statement on theory and practice.
The results show that the perception of authenticity has a positive promoting effect on vicarious nostalgia. The higher the degree of authenticity perception, the deeper the feeling of vicarious nostalgia. At the same time, vicarious nostalgia has a positive promoting effect on both positive emotions and negative emotions. From the comparative analysis of negative emotions and positive emotions, vicarious nostalgia has a greater impact on positive emotions than negative emotions. In addition, the deeper the perception of positive emotions, negative emotions, vicarious nostalgia, and authenticity, the stronger the repurchase intention. Judging from the size of the standardized regression coefficient, positive emotions have a greater impact on repurchase intention than negative emotions.
Regarding the impact of experience authenticity on repurchase intention, the study demonstrated the mediating effect of vicarious nostalgia and positive emotions as dual mediating variables. In terms of moderating effect, in the consumption behavior of nostalgic restaurants, novelty-seeking and difference-seeking negatively moderate the relationship between authenticity perception and vicarious nostalgia. The empirical results of authenticity perception on cultural distance are not significant, revealing that cultural distance does not have a moderating effect on authenticity perception and vicarious nostalgia. It is worth mentioning that no matter which age range they are in, the variance analysis results of young consumers of all ages on dimensions such as cultural perception, atmosphere perception, food perception, alternative nostalgia, positive emotions, and exploration of novelty and differences are all the same. Significantly. This coincides with the new trend of cultural tourism consumption in which the post-90s and post-00s generation have become the main consumers of travel and “check-in is above all else”.
It can be seen that young consumers who grew up in the Internet era have a strong self-awareness. They pay high attention to hot topic trends and have high expectations for personal experience and active participation in communication. Therefore, catering operators and destination managers should more flexibly implement the strategy of“learning from each others strengths to offset weaknesses”and accelerate the process of scenario-based and tool-based food communication. One path to follow is to use nostalgic restaurants as a starting point and try to integrate them with new trends such as healing, citywalk, national trends and camping, and explore cases where consumption scenarios can establish deeper connections and more effective interactions with Generation Z.
Research on the nostalgia phenomenon in food experience began in the 1980s. Judging from practice, consumption changes in recent years have accelerated the formation of nostalgic-themed catering consumption spaces, and nostalgia is rapidly becoming an explicit need. Represented by Super Wenheyou, nostalgic restaurants across my country have become famous and have become must-visit “attractions” when traveling to destinations. Looking back at the origins, food, accommodation, transportation, travel, shopping, and entertainment are the core representations of the tourism industry, and the expression and realization methods are highly dependent on carriers such as architectural space, film, television, literature, and music short videos. In the realization and practice of nostalgia, architectural operation space is the most common form of expression among the above carriers. It meets people's needs for embodied visitation, identity recognition, and emotional expression, and it iterates nostalgia from the illusionary virtual to the time-space existence of material entities. Especially in the context where global nostalgia has become an emotional demand that cannot be underestimated. In the academic world, psychology, human geography, tourism, marketing and other fields have made detailed analyzes of the causes, mechanisms, and effects of nostalgia. Looking at the progress of global academic research, overseas research on consumer nostalgia has matured rapidly in the past thirty years. Whether it is academic achievements or theoretical methods, they all show a high level of theoretical and practical application. In contrast, relevant research in my country mostly follows the path of Western learning spreading eastward, and generally continues to summarize the results of Western academic research. Although the research intensity is increasing year by year, the track construction of academic feedback to Chinese practice is still weak. Broadly speaking, nostalgia can be divided into personal nostalgia and vicarious nostalgia. Personal nostalgia is associated with a person's immediate memories, such as their childhood or hometown, and can be evoked by an object or event (such as an old picture or the death of a relative) that is directly associated with a person (Sierra & McQuitty, 2007 ). For vicarious nostalgia, the phenomenon is unrelated to one’s direct experience and reflects one’s longing for an imagined past ( Okumus & Cetin, 2018 ). Vicarious nostalgia is also called historical nostalgia. For example, a country's "golden age" is clearly not within one's living memory (Goulding, 2002). Tsai & Wang (2023) point out that no other word can better describe the modern malaise of vicarious nostalgia. As a prevalent psychology in today's world, vicarious nostalgia floods the mass media and becomes a bait for advertising and marketing. Domestic scholars Liang Zengxian and Bao Jigang (2020) also pointed out that vicarious nostalgia can be evoked by heritage objects such as food culture, intangible cultural heritage, local history, architectural remains, etc. The origin of this study is: Most previous results do not differentiate between types of nostalgia. Can research results that combine different nostalgia experiences explain real consumption behavior?
The products and services of the nostalgic restaurant have a distinctive identity. What is quite different from food consumption in the traditional sense is that its scenario-based consumption experience mobilizes a full-sensory food consumption experience including vision, hearing, taste, and smell, providing consumers with the opportunity to regain an unforgettable memory. Nostalgic restaurant consumption. From an academic point of view, all the “new” today is nothing more than repackaged “old”. The commodities based on modernist popular aesthetics are consumed repeatedly (Storey, 2010). Since the 1990s, with the cycle of commodity and cultural consumption, at first glance, it has continued to show a new and neat sense of the future with the support of material evolution, but in fact it has fallen into a fixed pattern of learning from history and repeatedly operating on past fashion trends. Although many scholars analyze the formation mechanism, symbol production, value creation and consumer perception of nostalgic consumption space through the interaction of globalization and localization, practical strategies based on quantitative results at the micro level are also very rare. In particular, the existing research on the interaction status of young people, the main consumer group, in nostalgic restaurants is also somewhat thin. Therefore, in terms of significance, the research innovatively focuses on young people, the main group of current consumers, and uses the nostalgic emotional characteristics of alternative nostalgia as an entry point. It is not only the energy accumulation of food to help the recovery of the tourism industry, but also the continuous development of food. At present, it provides precise guidance on the practice of business operations and destination brand building.
The research logical approach is subdivided into five steps: The first step is to focus on the experience of young people in the context of nostalgic restaurants, and comprehensively review the literature related to food tourism, experience authenticity, vicarious nostalgia, repurchase intention and other related variables. and review. On this basis, a research model is systematically proposed based on mature emotional arousal theory and cognitive evaluation theory. In the second step, based on four variables (authentic experience, tourists' perceived value, vicarious nostalgia, and repurchase intention), the theoretical hypothesis of the youth food experience group between the various dimensions of the variables is proposed. The third step is to draw on existing research results and develop measurement tools combined with interviews, and obtain data using questionnaire tools according to convenience sampling. The fourth step is to use SPSS 22.0 and Mplus software to carry out descriptive analysis, reliability analysis, variance analysis, confirmatory factor analysis, validity analysis, structural equation analysis, mediation effect analysis and moderation effect analysis of the data. Then we will clarify the influence mechanism of authenticity perception and vicarious nostalgia in nostalgic emotion on repurchase intention, and make a clear description of the overall interactive evolution process. The fifth step is to make a conclusion statement on theory and practice.
The results show that the perception of authenticity has a positive promoting effect on vicarious nostalgia. The higher the degree of authenticity perception, the deeper the feeling of vicarious nostalgia. At the same time, vicarious nostalgia has a positive promoting effect on both positive emotions and negative emotions. From the comparative analysis of negative emotions and positive emotions, vicarious nostalgia has a greater impact on positive emotions than negative emotions. In addition, the deeper the perception of positive emotions, negative emotions, vicarious nostalgia, and authenticity, the stronger the repurchase intention. Judging from the size of the standardized regression coefficient, positive emotions have a greater impact on repurchase intention than negative emotions.
Regarding the impact of experience authenticity on repurchase intention, the study demonstrated the mediating effect of vicarious nostalgia and positive emotions as dual mediating variables. In terms of moderating effect, in the consumption behavior of nostalgic restaurants, novelty-seeking and difference-seeking negatively moderate the relationship between authenticity perception and vicarious nostalgia. The empirical results of authenticity perception on cultural distance are not significant, revealing that cultural distance does not have a moderating effect on authenticity perception and vicarious nostalgia. It is worth mentioning that no matter which age range they are in, the variance analysis results of young consumers of all ages on dimensions such as cultural perception, atmosphere perception, food perception, alternative nostalgia, positive emotions, and exploration of novelty and differences are all the same. Significantly. This coincides with the new trend of cultural tourism consumption in which the post-90s and post-00s generation have become the main consumers of travel and “check-in is above all else”.
It can be seen that young consumers who grew up in the Internet era have a strong self-awareness. They pay high attention to hot topic trends and have high expectations for personal experience and active participation in communication. Therefore, catering operators and destination managers should more flexibly implement the strategy of“learning from each others strengths to offset weaknesses”and accelerate the process of scenario-based and tool-based food communication. One path to follow is to use nostalgic restaurants as a starting point and try to integrate them with new trends such as healing, citywalk, national trends and camping, and explore cases where consumption scenarios can establish deeper connections and more effective interactions with Generation Z.
2024
中文
188
致 謝 III
摘 要 V
Abstract IX
第一章 緒 論 1
1.1研究背景與問題提出 1
1.1.1研究背景 1
1.1.2 研究問題 4
1.2研究目的與研究意義 5
1.2.1研究目的 5
1.2.2 研究意義 7
1.3 研究思路與研究內容 9
1.3.1 研究思路 9
1.3.2 研究內容 10
1.4 研究方法與研究貢獻 11
1.4.1 研究方法 11
1.4.2 研究貢獻 12
1.5 技術路線 14
第二章 文獻綜述 15
2.1 真實性感知研究 15
2.1.1真實性的定義 15
2.1.2 理論基礎 17
2.1.3 真實性感知的研究綜述 19
2.2 消費者懷舊 22
2.2.1 懷舊的定義 22
2.2.2 懷舊的維度 23
2.2.3 懷舊的測量 26
2.2.4消費者懷舊的研究綜述 29
2.2.5 替代性懷舊的定義 32
2.2.6 替代性懷舊的研究評述 34
2.3 重購意愿 36
2.3.1 重購意願的定義與影響因素 36
2.3.2 懷舊消費決策 39
2.3.3 美食消費決策 42
2.3.4 懷舊餐廳的消費決策 44
2.4 各變數间关系 46
2.4.1真實性感知與替代性懷舊 46
2.4.2替代性懷舊與情緒 48
2.4.3情感與重購意願 50
2.4.4替代性懷舊與重購意願 51
2.4.5真實性感知與重購意願 52
2.4.6文化距離與重購意願 53
2.4.7探新求異與重購意願 54
2.5 模型提出 55
2.6 本章小结 57
第三章 研究設計與方法 60
3.1案例地 60
3.2問卷設計 63
3.2.1整體思路 63
3.2.2前測設計 63
3.2.3初始問卷的形成 68
3.3問卷的預調研 75
3.3.1 預調研問卷分析 75
3.3.2 預調研的開展 76
3.3.3 預調研效度分析 78
3.3.4預調研信度分析 80
3.3.5 刪除後結果 85
3.4 樣本與數據收集 90
3.4.1 研究對象的確定 90
3.4.2樣本量的確定 91
3.4.3 樣本收集方法 91
3.5 數據分析方法 92
3.5.1 描述性統計分析 92
3.5.2 信度和效度分析 92
3.5.3驗證性因素分析 94
3.5.4 結構方程模型分析 96
3.5.5 方差分析 97
第四章 實證分析 98
4.1樣本的人口統計學分析 98
4.2 正態性檢驗 99
4.3信度和效度分析 102
4.3.1 效度分析 102
4.3.2 信度分析 104
4.4 驗證性因數分析 109
4.4.1 真實性感知維度驗證性因數分析 110
4.4.2 替代性懷舊維度驗證性因數分析 113
圖4-5 修正後替代性懷舊因數模型 114
4.4.3 積極情緒維度驗證性因數分析 114
4.4.4 消極情緒維度驗證性因數分析 116
4.4.5 探新求異維度驗證性因數分析 116
4.4.6 文化距離維度驗證性因數分析 118
4.4.7 重購意願維度驗證性因數分析 119
4.4.8 全維度二階驗證性因數分析 120
4.5區別效度和收斂效度檢驗 121
4.5.1收斂效度檢驗 121
***P<0.01, 圖表來源：研究運算所得。 124
4.5.2區分效度檢驗 124
4.6結構模型方程分析 125
4.6.1模型適配度檢驗 125
4.6.2模型路徑分析 126
4.7仲介效應和調節效應分析 127
4.7.1仲介效應分析 127
4.7.2調節效應分析 128
4.8方差分析 130
第五章 研究結論與展望 141
5.1 結果分析 141
5.1.1 真實性對感知價值的結論分析 142
5.1.2 體驗真實性對重購意願影響的結論分析 142
5.2 研究討論 143
5.3 理論貢獻 145
5.4 管理啟示 147
5.5 研究局限 151
參考文獻 153
作者簡歷 182
附 錄 一 184
附 錄 二 185
摘 要 V
Abstract IX
第一章 緒 論 1
1.1研究背景與問題提出 1
1.1.1研究背景 1
1.1.2 研究問題 4
1.2研究目的與研究意義 5
1.2.1研究目的 5
1.2.2 研究意義 7
1.3 研究思路與研究內容 9
1.3.1 研究思路 9
1.3.2 研究內容 10
1.4 研究方法與研究貢獻 11
1.4.1 研究方法 11
1.4.2 研究貢獻 12
1.5 技術路線 14
第二章 文獻綜述 15
2.1 真實性感知研究 15
2.1.1真實性的定義 15
2.1.2 理論基礎 17
2.1.3 真實性感知的研究綜述 19
2.2 消費者懷舊 22
2.2.1 懷舊的定義 22
2.2.2 懷舊的維度 23
2.2.3 懷舊的測量 26
2.2.4消費者懷舊的研究綜述 29
2.2.5 替代性懷舊的定義 32
2.2.6 替代性懷舊的研究評述 34
2.3 重購意愿 36
2.3.1 重購意願的定義與影響因素 36
2.3.2 懷舊消費決策 39
2.3.3 美食消費決策 42
2.3.4 懷舊餐廳的消費決策 44
2.4 各變數间关系 46
2.4.1真實性感知與替代性懷舊 46
2.4.2替代性懷舊與情緒 48
2.4.3情感與重購意願 50
2.4.4替代性懷舊與重購意願 51
2.4.5真實性感知與重購意願 52
2.4.6文化距離與重購意願 53
2.4.7探新求異與重購意願 54
2.5 模型提出 55
2.6 本章小结 57
第三章 研究設計與方法 60
3.1案例地 60
3.2問卷設計 63
3.2.1整體思路 63
3.2.2前測設計 63
3.2.3初始問卷的形成 68
3.3問卷的預調研 75
3.3.1 預調研問卷分析 75
3.3.2 預調研的開展 76
3.3.3 預調研效度分析 78
3.3.4預調研信度分析 80
3.3.5 刪除後結果 85
3.4 樣本與數據收集 90
3.4.1 研究對象的確定 90
3.4.2樣本量的確定 91
3.4.3 樣本收集方法 91
3.5 數據分析方法 92
3.5.1 描述性統計分析 92
3.5.2 信度和效度分析 92
3.5.3驗證性因素分析 94
3.5.4 結構方程模型分析 96
3.5.5 方差分析 97
第四章 實證分析 98
4.1樣本的人口統計學分析 98
4.2 正態性檢驗 99
4.3信度和效度分析 102
4.3.1 效度分析 102
4.3.2 信度分析 104
4.4 驗證性因數分析 109
4.4.1 真實性感知維度驗證性因數分析 110
4.4.2 替代性懷舊維度驗證性因數分析 113
圖4-5 修正後替代性懷舊因數模型 114
4.4.3 積極情緒維度驗證性因數分析 114
4.4.4 消極情緒維度驗證性因數分析 116
4.4.5 探新求異維度驗證性因數分析 116
4.4.6 文化距離維度驗證性因數分析 118
4.4.7 重購意願維度驗證性因數分析 119
4.4.8 全維度二階驗證性因數分析 120
4.5區別效度和收斂效度檢驗 121
4.5.1收斂效度檢驗 121
***P<0.01, 圖表來源：研究運算所得。 124
4.5.2區分效度檢驗 124
4.6結構模型方程分析 125
4.6.1模型適配度檢驗 125
4.6.2模型路徑分析 126
4.7仲介效應和調節效應分析 127
4.7.1仲介效應分析 127
4.7.2調節效應分析 128
4.8方差分析 130
第五章 研究結論與展望 141
5.1 結果分析 141
5.1.1 真實性對感知價值的結論分析 142
5.1.2 體驗真實性對重購意願影響的結論分析 142
5.2 研究討論 143
5.3 理論貢獻 145
5.4 管理啟示 147
5.5 研究局限 151
參考文獻 153
作者簡歷 182
附 錄 一 184
附 錄 二 185
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