| Summary: | 碩士 === 真理大學 === 管理科學研究所 === 95 === It has been appeared an globular nostalgic trend since the later stage of 20 century. In the past about practical administrations and researchs of nostalgic consumption were most lay stress on erection and experience of nostalgic situation, moreover, mainly target consumers are tourists. At the same time, collection of nostalgic materials are also one of the consumption pattern of the nostalgic trend, hence this study focus on one type of the nostalgic materials collector - the antique motorcycle collectors to explore the influence of nostalgic proneness on materials collectors’consumption attitude toward antique motorcycles. The study use cluster sampling and to circulate questionnaires by e-mail way , 805 questionnaires sent and 217 valid copies returned at return ratio of 27.0%. After samples retured, this study ANOVA, exploratory factor analysis, correlation analysis, and regression analysis to analyze the data.
There are some finding in this study as follows: (1) Nostalgic proneness can be compartmentalized to 5 classifications with their individual characteristics, including one’s integral emotion to the past；performance to the figures, events, and materials in the past；perception of believing the past is the impulsion of progress；ponder to the past；performance to the quality of life in the past.(2)Nostalgic proneness have influences on antique motorcycle collectors’ cognition about antique motorcycles, but it have no positive influences on antique motorcycle collectors’ related consumption intention about antique motorcycles.（3）Nostalgic proneness have influences on antique motorcycle collectors’ emotion about antique motorcycles, but it have no positive influences on antique motorcycle collectors’ related consumption intention about antique motorcycles. (4) Nostalgic proneness can influence antique motorcycle collectors’ related consumption intention via their cognition’s mediating effects and their emotion’s partial mediating effects about antique motorcycles.
According to the result of this study, we suggest that suppliers relate to nostalgic materials can hold on the addition value of symbolic meanings of nostalgic materials on the basis of collectors’ cognition. And we also suggest suppliers relate to nostalgic materials can do justice to the reason of consumption of this type, to develop niche market, it will probably administer to their sales.
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