CAJ | 학술논문

怀旧情感是建立在社会体验和文化共享基础上的大众心理，在消费行为中，它可以通过特定的品牌有效地焕发，这是本文将怀旧体验与老品牌再生联系起来的基本研究脉络。本文在理论模型构建的基础上，通过消费者问卷调查，有效地揭示了怀旧情感体验对消费者购买意愿的影响，为老品牌再生提供了新的思路。
부구정감시건립재사회체험화문화공향기출상적대음심리，재소비행위중，타가이통과특정적품패유효지환발，저시본문장부구체험여로품패재생련계기래적기본연구맥락。본문재이론모형구건적기출상，통과소비자문권조사，유효지게시료부구정감체험대소비자구매의원적영향，위로품패재생제공료신적사로。
Nostalgic emotion is the public psychological feeling built on social experience and culture shar-ing which can be effectively aroused by certain brands in consumer behavior, therefore lays the foundation for this paper associating nostalgic experience with the reviving of historical brands. Based on theory model construction and questionnaire study, the paper effectually unveils the inlfuence of nostalgic emotion on con-sumers’ purchase intention and presents an innovative perspective for the renaissance of historical brands.