怀旧倾向与参照群体对老龄消费者中华老字号品牌偏好的影响研究
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摘要
随着中国经济的迅猛发展和老龄化社会的到来，老龄消费者的消费问题日益引起学界、商界等社会各界的重视。与其他年龄段的消费者不同，老龄消费者有更多的闲暇时间、消费经验和消费潜力，因此是商家所重视的消费市场之一。在中国老龄消费者品牌偏好的研究中，我们发现老龄消费者对中华老字号品牌尤为偏好。中华老字号品牌在中国老龄消费者心目中有不可替代的地位。老龄消费者中华老字号品牌偏好的形成有诸多因素的影响。通过对现有老龄消费者消费行为和品牌偏好的文献梳理和分析，本文将着力探讨怀旧倾向和参照群体对老龄消费者中华老字号品牌偏好的影响作用，以及消费者自信对怀旧倾向、参照群体与老龄消费者中华老字号品牌偏好关系的调节作用。
首先，本文研究了怀旧倾向对老龄消费者中华老字号品牌偏好的影响作用。根据文献资料梳理结果，本研究中采用了Holbrook&Schindler（1991）对怀旧倾向的定义，即怀旧倾向是消费者对事物（包括人、物或地）的喜爱或美好的感觉，这些事物是人们在较为年轻时期（包括成年早期、青年期、儿童时期甚至是出生以前）更为常见的。怀旧倾向有一种修复人们不良情绪的作用，能够带给人们更多的美好回忆，给人们以温暖、安慰等情感支持。怀旧倾向可以促进老龄消费者对中华老字号的情感支持和品牌信赖，并产生品牌偏好。怀旧倾向分为人际怀旧、家庭怀旧和个人怀旧三个维度（何佳讯，2010），三者从不同侧面对老龄消费者中华老字号品牌偏好产生作用和影响。
其次，本文研究了参照群体对老龄消费者中华老字号品牌偏好的影响作用。本文采用了Moutinho（1987）对参照群体的定义，即参照群体是对消费者个体产生影响的个人或群体，包括家人、朋友、同事、邻居等生活圈子中的人，也包括产品代言人、知名人士、权威专家等。具体而言，参照群体的影响可以分为三个维度，即信息性影响、功利性影响和价值表达性影响。这三个维度从不同侧面影响着老龄消费者的中华老字号品牌偏好。
第三，本文研究了消费者自信的调节作用。消费者自信定义为个体在进行市场决策时表现的对产品情况的确信程度（Bearden，Hardesty and Rose，2001）。通过文献资料的研究，我们发现消费者自信对消费者品牌偏好具有广泛的影响。相对于新品牌，老龄消费者对中华老字号品牌的了解程度更为全面和深刻，因此，消费者自信对老龄消费者中华老字号品牌偏好有一定影响，并发挥积极的促动作用。因此，探讨消费者自信对于老龄消费者尤为重要，特别是在怀旧倾向和参照群体对老龄消费者中华老字号品牌偏好的影响关系中，消费者自信更起到了一个非常重要的调节作用，即老龄消费者对中华老字号品牌情况的了解和确信程度影响着他们对中华老字号品牌的偏好。
基于上述研究，本文将怀旧倾向、参照群体、消费者自信和中华老字号品牌偏好纳入到一个分析框架，综合讨论这四者之间可能存在的相互影响关系，提出“怀旧倾向、参照群体——老龄消费者中华老字号品牌偏好”理论模型。模型共包含四个构面的内容。构面之间所存在的因果关系和调节关系交织一起，将怀旧倾向、参照群体对老龄消费者中华老字号品牌偏好的错综复杂的影响过程和路径基本勾勒出来。
通过与部分老龄消费者进行深度访谈和预测试，最终形成了研究的调查问卷。然后以吉林省、辽宁省等地区的老龄消费者进行了大规模的问卷调查，对收集得到的数据进行了描述性统计分析、信度和效度检验，进行了因子分析以及回归分析和检验，以验证本研究的理论框架和研究假设。通过实证分析，本研究发现：
第一，怀旧倾向能够影响老龄消费者的中华老字号品牌偏好。我们在深度访谈中发现许多老龄消费者依然喜爱老字号品牌。过去所经历的人际交往、家庭生活以及个人的美好记忆对老龄消费者目前的品牌偏好会产生深远的影响。中华老字号以其秉承的传统文化价值内涵和优异的质量保证得到老龄消费者的喜爱。因此，怀旧倾向对老龄消费者中华老字号品牌偏好产生深远的影响。
第二，参照群体能够影响老龄消费者的中华老字号品牌偏好。中华老字号品牌具有体现民族精神、传统文化和精良质量等特征，在市场上具有良好的口碑。参照群体的品牌偏好会对老龄消费者的中华老字号品牌偏好产生影响。本研究发现，广泛而充分的信息能够促进老龄消费者对中华老字号的品牌偏好。同时，老龄消费者有获得别人认可、体现自身价值与品位的需求，会迎合家人、朋友、邻里的偏好而选择中华老字号品牌，因此，参照群体的信息性影响、功利性影响和价值表达性影响对老龄消费者中华老字号品牌偏好的形成有显著的正向影响作用。
第三，消费者自信在怀旧倾向和参照群体对中华老字号品牌偏好的影响过程中具有部分调节作用。我们通过实证研究结果发现：较高的消费者自信水平会减弱人际怀旧和家庭怀旧对老龄消费者中华老字号品牌偏好的影响。较高的消费者自信水平对参照群体信息性影响、功利性影响和价值表达性影响与中华老字号品牌偏好的关系会产生促进作用。但是，实证检验结果也表明：消费者自信对个人怀旧与老龄消费者中华老字号品牌偏好的关系不产生显著作用。
本文以怀旧倾向和参照群体为出发点，并从消费者自信的角度研究消费者自信在怀旧倾向、参照群体与老龄消费者中华老字号品牌偏好关系中的调节作用，能够更加清晰地识别和分析怀旧倾向和参照群体对老龄消费者品牌偏好的作用机制，在一定程度上丰富了老龄消费者品牌偏好的研究思路，为老龄消费者品牌偏好及相关领域的研究提供了有益的补充。同时，本研究深入分析了老龄消费者品牌偏好的影响因素，从而为企业制定相应的营销策略提供有价值的参考。此外，本研究通过对老龄消费者品牌偏好的研究，发现了老龄消费者的生存状态和消费特点，借此剖析老龄消费者在品牌偏好形成及消费过程中存在的问题，并挖掘存在这些问题的缘由，从而提出相应的政策建议，这不仅有利于满足老龄消费者的品牌偏好和消费需求，也对中华老字号品牌的发展和我国社会保障机制的完善具有一定现实意义。
Since China entered the aging society in1999, people from industry andacademia have paid more and more attention on consumption problems of agingChinese consumers. Unlike other ages, aging consumers have more leisure time andconsuming power, thus they are one of the business emphasis on the potentialconsumer market. In the study of aging Chinese consumers’ brand preference, wefound that they especially preferred Chinese old brands. From the analysis of itsformation factors, we found that Chinese old brands are irreplaceable in those agingChinese consumers’ mind. With the study on aging consumers’ brand preference andpreference to Chinese old brands, this thesis takes nostalgic tendency, reference groupand consumers’ self-confidence into the study of aging consumers’ preference toChinese old brands. The thesis considers nostalgic tendency and reference grouprespectively analyze consumers’ brand preference from internal and externalpsychological impact, while consumers’ self-confidence analyzes old brandpreference from the view of perception of the brand. Those three factors have certaineffects on aging consumers’ preference to Chinese old brands.
Firstly, the thesis studied the effect of nostalgic tendency on aging Chineseconsumers’ preference to Chinese old brands. Nostalgic tendency is defined asconsumers’ good feeling to things (people, objects or places), which are morecommon during the younger period (early adulthood, adolescence, childhood or evenbefore birth)(Holbrook&Schindler,1991). Nostalgic tendency can better people’sbad mood and brings more good memories and comfort people with warmth andsupport. Nostalgic tendency can promote aging consumers’ emotional support andbrand trust for the old Chinese brands, and causes brand preference. Nostalgictendency can be divided into three dimensions, interpersonal nostalgia, familynostalgia and personal nostalgia (He Jiaxun,2010), which affect aging Chineseconsumers’ preference to Chinese old brands from various aspects.
Secondly, the thesis studied the effect of the reference group to aging Chineseconsumers’ preference to Chinese old brands. Reference group is defined as individuals or groups of people, like family, friends, colleagues, neighbors orspokesperson, celebrities and authorities (Moutinho,1987). Specifically, the impactof the reference group can be divided into three dimensions, which are informationalinfluence, utilitarian influence and value-expressive influence. These threedimensions affect aging consumers’ brand preferences from various aspects.
Thirdly, the thesis studied moderate effect of consumers’ self-confidence.Consumers’ self-confidence is defined as degree of certainty to products whenindividuals make market decisions (Bearden, Hardesty and Rose,2001). Through thestudy of references, this research found that consumers’ self-confidence has a widerange of effect on consumers’ brand preference. Compared with new brands, agingconsumers have more comprehensive and profound understanding on old brands. It’svery beneficial for the formation and maintenance of old brand preference. Therefore,it’s critical for aging consumers to explore consumers’ self-confidence. Especially inthe effect of nostalgic tendency and reference group to aging consumers’ preferenceto Chinese old brands, consumers’ self-confidence plays a very important role inregulating. The understanding and certainty of aging consumers to old Chinese brandsaffect brand preference a lot.
Based on the studies mentioned above, This thesis takes nostalgic tendency,reference group, consumers’ self-confidence and old Chinese brand into a framework,comprehensively discuss the interrelationship among these four factors, and proposesa model of “nostalgic tendency, reference group—aging Chinese consumers’preference to Chinese old brands”. The model is consisted by four parts. These fourparts interweave together with their causality and regulation relations, outline thecomplex effect of nostalgic tendency and reference group to aging Chineseconsumers’ preference to Chinese old brands.
A questionaire has been made according to some in-depth interviews to anumber of aged consumers and pre-tests done by them. Then a large-scalequestionaire investigation was made toward the aged customers in Jilin province,Liaoning province and Beijing, etc. Basic descriptive statistic analysis has been doneto the collected data, verification and effect tests to the collected data were done andfactor analysis and multi-level regression analysis were conducted and tested so that the theory structure and presumption of this study can be proved. This studydiscovers that:
First, the inclination to nostalgia can influence the aged consumers’ preferenceto the Chinese old brands. During the in-depth interviews and the questionaireinvestigations, researchers have found that their nostalgia characteristics agree withtheir enthusiasm for national culture and national brands and that many agedconsumers still like old brands. They have good memories of the experiences,happiness and harmonic interpersonal relationship and family life in the past. Aperson’s past experience will have a deep effect on his/her brand preference now, andwill influence the aged consumers’ preference to the current brand preference. TheChinese old brands are liked by the aged consumers for their traditional culturalessence and quality assurance. Therefore, the inclination to nostalgia has a deepinfluence on the aged consumers’ preference to the Chinese old brands.
Second, reference group can affect the aged consumers’ preference to theChinese old brands. The Chinese old brands can reflect national spirit and traditionalculture and have fine quality, and they have good market reputation. The brandpreference of the reference group will influence the aged consumers’ preference tothe Chinese old brands. This study shows that the aged consumers desire theacknowledgement of others and hope to show their values and tastes, and they willchoose a Chinese old brand to cater to the preference of their families, friends andneighbours. Therefore, the interest and valuing of the reference group will have asignificant positive influence on the aged consumers’ preference to the Chinese oldbrands.
Third, consumer confidence can more or less adjust the influence of inclinationto nostalgia and reference group on the preference to the Chinese old brands. Throughin-depth interviews and questionaire investigation, it is discovered that the agedconsumers with stronger consumer confidence will be less affected by interpersonalrelationship and family nostalgia in terms of their preference to the Chinese oldbrands. Stronger consumer confidence is good for the relation between the influencesof reference group and the preference to the Chinese old brands. Meanwhile, it is alsofound that consumer confidence does not have significant effect on the relation between personal nostalgia and the aged consumers’ preference to the Chinese oldbrands.
This thesis takes nostalgic tendency, reference group, consumers’self-confidence and old Chinese brand into a framework, and can clearly identify anddetermine the reality of nostalgic tendency and reference group influence, enrich theresearch ideas of the aged consumers’ preference，provide a useful complement to theaged consumers’ preference research in the field. At the same time, this study hasinsight into the behavior characteristics of the aged consumers, study the maininfluencing factors of brand preference, provide reference for enterprises to developeffective marketing strategy. In addition, this study reveals the real situation andliving condition of the aged consumers, take the analysis of the problems of the agedconsumers’ living. This is not only meet the needs of the aged consumers,but also hasa practical significance to improve the social security mechanism in China.
首先，本文研究了怀旧倾向对老龄消费者中华老字号品牌偏好的影响作用。根据文献资料梳理结果，本研究中采用了Holbrook&Schindler（1991）对怀旧倾向的定义，即怀旧倾向是消费者对事物（包括人、物或地）的喜爱或美好的感觉，这些事物是人们在较为年轻时期（包括成年早期、青年期、儿童时期甚至是出生以前）更为常见的。怀旧倾向有一种修复人们不良情绪的作用，能够带给人们更多的美好回忆，给人们以温暖、安慰等情感支持。怀旧倾向可以促进老龄消费者对中华老字号的情感支持和品牌信赖，并产生品牌偏好。怀旧倾向分为人际怀旧、家庭怀旧和个人怀旧三个维度（何佳讯，2010），三者从不同侧面对老龄消费者中华老字号品牌偏好产生作用和影响。
其次，本文研究了参照群体对老龄消费者中华老字号品牌偏好的影响作用。本文采用了Moutinho（1987）对参照群体的定义，即参照群体是对消费者个体产生影响的个人或群体，包括家人、朋友、同事、邻居等生活圈子中的人，也包括产品代言人、知名人士、权威专家等。具体而言，参照群体的影响可以分为三个维度，即信息性影响、功利性影响和价值表达性影响。这三个维度从不同侧面影响着老龄消费者的中华老字号品牌偏好。
第三，本文研究了消费者自信的调节作用。消费者自信定义为个体在进行市场决策时表现的对产品情况的确信程度（Bearden，Hardesty and Rose，2001）。通过文献资料的研究，我们发现消费者自信对消费者品牌偏好具有广泛的影响。相对于新品牌，老龄消费者对中华老字号品牌的了解程度更为全面和深刻，因此，消费者自信对老龄消费者中华老字号品牌偏好有一定影响，并发挥积极的促动作用。因此，探讨消费者自信对于老龄消费者尤为重要，特别是在怀旧倾向和参照群体对老龄消费者中华老字号品牌偏好的影响关系中，消费者自信更起到了一个非常重要的调节作用，即老龄消费者对中华老字号品牌情况的了解和确信程度影响着他们对中华老字号品牌的偏好。
基于上述研究，本文将怀旧倾向、参照群体、消费者自信和中华老字号品牌偏好纳入到一个分析框架，综合讨论这四者之间可能存在的相互影响关系，提出“怀旧倾向、参照群体——老龄消费者中华老字号品牌偏好”理论模型。模型共包含四个构面的内容。构面之间所存在的因果关系和调节关系交织一起，将怀旧倾向、参照群体对老龄消费者中华老字号品牌偏好的错综复杂的影响过程和路径基本勾勒出来。
通过与部分老龄消费者进行深度访谈和预测试，最终形成了研究的调查问卷。然后以吉林省、辽宁省等地区的老龄消费者进行了大规模的问卷调查，对收集得到的数据进行了描述性统计分析、信度和效度检验，进行了因子分析以及回归分析和检验，以验证本研究的理论框架和研究假设。通过实证分析，本研究发现：
第一，怀旧倾向能够影响老龄消费者的中华老字号品牌偏好。我们在深度访谈中发现许多老龄消费者依然喜爱老字号品牌。过去所经历的人际交往、家庭生活以及个人的美好记忆对老龄消费者目前的品牌偏好会产生深远的影响。中华老字号以其秉承的传统文化价值内涵和优异的质量保证得到老龄消费者的喜爱。因此，怀旧倾向对老龄消费者中华老字号品牌偏好产生深远的影响。
第二，参照群体能够影响老龄消费者的中华老字号品牌偏好。中华老字号品牌具有体现民族精神、传统文化和精良质量等特征，在市场上具有良好的口碑。参照群体的品牌偏好会对老龄消费者的中华老字号品牌偏好产生影响。本研究发现，广泛而充分的信息能够促进老龄消费者对中华老字号的品牌偏好。同时，老龄消费者有获得别人认可、体现自身价值与品位的需求，会迎合家人、朋友、邻里的偏好而选择中华老字号品牌，因此，参照群体的信息性影响、功利性影响和价值表达性影响对老龄消费者中华老字号品牌偏好的形成有显著的正向影响作用。
第三，消费者自信在怀旧倾向和参照群体对中华老字号品牌偏好的影响过程中具有部分调节作用。我们通过实证研究结果发现：较高的消费者自信水平会减弱人际怀旧和家庭怀旧对老龄消费者中华老字号品牌偏好的影响。较高的消费者自信水平对参照群体信息性影响、功利性影响和价值表达性影响与中华老字号品牌偏好的关系会产生促进作用。但是，实证检验结果也表明：消费者自信对个人怀旧与老龄消费者中华老字号品牌偏好的关系不产生显著作用。
本文以怀旧倾向和参照群体为出发点，并从消费者自信的角度研究消费者自信在怀旧倾向、参照群体与老龄消费者中华老字号品牌偏好关系中的调节作用，能够更加清晰地识别和分析怀旧倾向和参照群体对老龄消费者品牌偏好的作用机制，在一定程度上丰富了老龄消费者品牌偏好的研究思路，为老龄消费者品牌偏好及相关领域的研究提供了有益的补充。同时，本研究深入分析了老龄消费者品牌偏好的影响因素，从而为企业制定相应的营销策略提供有价值的参考。此外，本研究通过对老龄消费者品牌偏好的研究，发现了老龄消费者的生存状态和消费特点，借此剖析老龄消费者在品牌偏好形成及消费过程中存在的问题，并挖掘存在这些问题的缘由，从而提出相应的政策建议，这不仅有利于满足老龄消费者的品牌偏好和消费需求，也对中华老字号品牌的发展和我国社会保障机制的完善具有一定现实意义。
Since China entered the aging society in1999, people from industry andacademia have paid more and more attention on consumption problems of agingChinese consumers. Unlike other ages, aging consumers have more leisure time andconsuming power, thus they are one of the business emphasis on the potentialconsumer market. In the study of aging Chinese consumers’ brand preference, wefound that they especially preferred Chinese old brands. From the analysis of itsformation factors, we found that Chinese old brands are irreplaceable in those agingChinese consumers’ mind. With the study on aging consumers’ brand preference andpreference to Chinese old brands, this thesis takes nostalgic tendency, reference groupand consumers’ self-confidence into the study of aging consumers’ preference toChinese old brands. The thesis considers nostalgic tendency and reference grouprespectively analyze consumers’ brand preference from internal and externalpsychological impact, while consumers’ self-confidence analyzes old brandpreference from the view of perception of the brand. Those three factors have certaineffects on aging consumers’ preference to Chinese old brands.
Firstly, the thesis studied the effect of nostalgic tendency on aging Chineseconsumers’ preference to Chinese old brands. Nostalgic tendency is defined asconsumers’ good feeling to things (people, objects or places), which are morecommon during the younger period (early adulthood, adolescence, childhood or evenbefore birth)(Holbrook&Schindler,1991). Nostalgic tendency can better people’sbad mood and brings more good memories and comfort people with warmth andsupport. Nostalgic tendency can promote aging consumers’ emotional support andbrand trust for the old Chinese brands, and causes brand preference. Nostalgictendency can be divided into three dimensions, interpersonal nostalgia, familynostalgia and personal nostalgia (He Jiaxun,2010), which affect aging Chineseconsumers’ preference to Chinese old brands from various aspects.
Secondly, the thesis studied the effect of the reference group to aging Chineseconsumers’ preference to Chinese old brands. Reference group is defined as individuals or groups of people, like family, friends, colleagues, neighbors orspokesperson, celebrities and authorities (Moutinho,1987). Specifically, the impactof the reference group can be divided into three dimensions, which are informationalinfluence, utilitarian influence and value-expressive influence. These threedimensions affect aging consumers’ brand preferences from various aspects.
Thirdly, the thesis studied moderate effect of consumers’ self-confidence.Consumers’ self-confidence is defined as degree of certainty to products whenindividuals make market decisions (Bearden, Hardesty and Rose,2001). Through thestudy of references, this research found that consumers’ self-confidence has a widerange of effect on consumers’ brand preference. Compared with new brands, agingconsumers have more comprehensive and profound understanding on old brands. It’svery beneficial for the formation and maintenance of old brand preference. Therefore,it’s critical for aging consumers to explore consumers’ self-confidence. Especially inthe effect of nostalgic tendency and reference group to aging consumers’ preferenceto Chinese old brands, consumers’ self-confidence plays a very important role inregulating. The understanding and certainty of aging consumers to old Chinese brandsaffect brand preference a lot.
Based on the studies mentioned above, This thesis takes nostalgic tendency,reference group, consumers’ self-confidence and old Chinese brand into a framework,comprehensively discuss the interrelationship among these four factors, and proposesa model of “nostalgic tendency, reference group—aging Chinese consumers’preference to Chinese old brands”. The model is consisted by four parts. These fourparts interweave together with their causality and regulation relations, outline thecomplex effect of nostalgic tendency and reference group to aging Chineseconsumers’ preference to Chinese old brands.
A questionaire has been made according to some in-depth interviews to anumber of aged consumers and pre-tests done by them. Then a large-scalequestionaire investigation was made toward the aged customers in Jilin province,Liaoning province and Beijing, etc. Basic descriptive statistic analysis has been doneto the collected data, verification and effect tests to the collected data were done andfactor analysis and multi-level regression analysis were conducted and tested so that the theory structure and presumption of this study can be proved. This studydiscovers that:
First, the inclination to nostalgia can influence the aged consumers’ preferenceto the Chinese old brands. During the in-depth interviews and the questionaireinvestigations, researchers have found that their nostalgia characteristics agree withtheir enthusiasm for national culture and national brands and that many agedconsumers still like old brands. They have good memories of the experiences,happiness and harmonic interpersonal relationship and family life in the past. Aperson’s past experience will have a deep effect on his/her brand preference now, andwill influence the aged consumers’ preference to the current brand preference. TheChinese old brands are liked by the aged consumers for their traditional culturalessence and quality assurance. Therefore, the inclination to nostalgia has a deepinfluence on the aged consumers’ preference to the Chinese old brands.
Second, reference group can affect the aged consumers’ preference to theChinese old brands. The Chinese old brands can reflect national spirit and traditionalculture and have fine quality, and they have good market reputation. The brandpreference of the reference group will influence the aged consumers’ preference tothe Chinese old brands. This study shows that the aged consumers desire theacknowledgement of others and hope to show their values and tastes, and they willchoose a Chinese old brand to cater to the preference of their families, friends andneighbours. Therefore, the interest and valuing of the reference group will have asignificant positive influence on the aged consumers’ preference to the Chinese oldbrands.
Third, consumer confidence can more or less adjust the influence of inclinationto nostalgia and reference group on the preference to the Chinese old brands. Throughin-depth interviews and questionaire investigation, it is discovered that the agedconsumers with stronger consumer confidence will be less affected by interpersonalrelationship and family nostalgia in terms of their preference to the Chinese oldbrands. Stronger consumer confidence is good for the relation between the influencesof reference group and the preference to the Chinese old brands. Meanwhile, it is alsofound that consumer confidence does not have significant effect on the relation between personal nostalgia and the aged consumers’ preference to the Chinese oldbrands.
This thesis takes nostalgic tendency, reference group, consumers’self-confidence and old Chinese brand into a framework, and can clearly identify anddetermine the reality of nostalgic tendency and reference group influence, enrich theresearch ideas of the aged consumers’ preference，provide a useful complement to theaged consumers’ preference research in the field. At the same time, this study hasinsight into the behavior characteristics of the aged consumers, study the maininfluencing factors of brand preference, provide reference for enterprises to developeffective marketing strategy. In addition, this study reveals the real situation andliving condition of the aged consumers, take the analysis of the problems of the agedconsumers’ living. This is not only meet the needs of the aged consumers,but also hasa practical significance to improve the social security mechanism in China.
引文
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