Nostalgic emotion,experiential value,brand image,and consumption intentions of customers of nostalgic-themed restaurants |
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Authors: | Hung-Bin Chen Shih-Shuo Yeh Tzung-Cheng Huan |
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Affiliation: | 1. Department of Hospitality Management, National Penghu University of Science and Technology, 300, Liu-Ho Rd., Makung, Penghu 88046, Taiwan;2. Department of Tourism Management, National Quemoy University, 1, University RD., Jinning, Kinmen 89250, Taiwan;3. College of Management, National Chiayi University, 580, Hsin-Ming Rd., Chiayi 60054, Taiwan |
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Abstract: | During the last few years, nostalgia has become a fashion in Taiwan. “Nostalgic” restaurants are becoming common in Taiwan. A nostalgic restaurant can be a hot pot restaurant decorated with furnishing relating to the origin or earlier use of the “hot pot” in Taiwan. The study here uses SEM to test the hypotheses relating to nostalgia affecting consumption. The results indicate that (1) nostalgia has both direct and indirect impacts on consumption intention; (2) consumption affected by nostalgia varies depending on the individual; and (3) younger customers' predisposition to want cheap prices is an important consideration in marketing nostalgia to younger customers. |
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Keywords: | Nostalgic emotion Experiential value Restaurant image Consumption intention |
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