Author(s)

Boyuan Li, Qi Cheng, Wenjie Liao, Yuying Liang

Corresponding Author

Boyuan Li

Abstract

This study aims to deeply explore the target customer group portrait of the nostalgia consumption market and the factors influencing their purchase intention. The study finds that product design, functional value, nostalgic element differentiation and Internet marketing are the key factors influencing nostalgic consumption willingness, which provides important insights for nostalgic market development.

Keywords

Nostalgic Consumption Market; Purchase Intention; Structural Equation Model; Integrated Learning; k-modes Clustering