CAJ | 학술논문

网络购物体验是消费者重购的重要影响因素，但是购物体验作为外在刺激因素，不能直接决定顾客对老产品的再次选购，本文引入消费者怀旧心理这一内在驱动因素，构建起“虚拟体验-怀旧心理-购买意愿”理论模型，并通过量表测量检验了可用性体验、交互性体验等七个体验因子和怀旧心理想象、怀旧情感反应等两个怀旧变量与购买意愿之间的相关关系。
망락구물체험시소비자중구적중요영향인소，단시구물체험작위외재자격인소，불능직접결정고객대로산품적재차선구，본문인입소비자부구심리저일내재구동인소，구건기“허의체험-부구심리-구매의원”이론모형，병통과량표측량검험료가용성체험、교호성체험등칠개체험인자화부구심이상상、부구정감반응등량개부구변량여구매의원지간적상관관계。
Online shopping experience is acknowledged as one of an important affecting factor in consumer repurchase, but which as an external stimulus, cannot directly determine the customer to re-purchase the old product. The study begins with introduce the inner drive factor to called consumer nostalgia, building from the “virtual experience - nostalgia - willingness to buy”, which is a theoretical model. The model needs to the further tested by measuring the availability of the experience scale, interactive experience and other seven factors, and the experience of imagined nostalgia, nostalgic emotional reactions between two nostalgia vari-ables and purchase intentions correlation.