网络虚拟环境下怀旧文化产品购买决策的影响因素

摘要

以怀旧为题材的文化产品在网络虚拟环境下非常适合推广和传播，因此基于网络环境唤起怀旧文化消费是企业营销管理的现实课题之一。本文通过构建怀旧文化产品购买决策分析模型，实证研究证明产品属性、网络口碑和线上广告推广等三个因素以怀旧强度为中介对消费怀旧文化产品的购买决策产生正向影响。%Cultural products with nostalgia as the theme are very suitable for promotion and dissemination in the virtual network environment, therefore, nostalgia cultural consumption evoked by the network environ-ment is one of the practical issues of enterprise marketing management. In this paper, A model of purchasing decision analysis on the product of nostalgia culture is established, and empirical research is given to prove that there are three factors, product attributes, online reputation and online advertising, have a positive im-pact on the purchase decision of the nostalgic cultural products with nostalgia intensity as the intermediary.