Collecting, Nostalgia and Purchase Intention of Palmar Drama DVD

• Main Authors: Jiang, Bo Yan, 江柏彥
• Other Authors: Shang, Rong An
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/17876112394193946358

碩士 === 東吳大學 === 企業管理學系 === 102 === Cultural and creative industry has become more and more important in many countries. It contains many aspects, including music and movies, which are in everyday life of the general public. With the improvement of information technology, people have much access to get audio and video products. Besides purchasing physical goods, people can download files or just enjoy those on website. Palmar drama industry is one of the important cultural and creative industries of Taiwan. For now, Pili and Tiandi multimedia have continued to make new drama by releasing DVD in convenient store. However, consumers can watch palmar drama on the internet easily. Thus, we want to realize why consumers buy DVD in the scenario which they could watch the video on the net. For this, we attempt to explain that behavior through the views of collecting with nostalgia as it antecedent. First, we discuss about how the need of belonging and sense of insecurity affect purchase intention through nostalgia proneness. Second, we discuss about how place identity and sense of uniqueness affect purchase intention through personal nostalgia, historical nostalgia, and emotional attachment. This study collected 322 questionnaires, with 286 valid questionnaires. Then we use Lisrel 8.8 to analyze the data. Finally, the study found that emotional attachment affects purchase intention positively, and the indirect effects of personal and historical nostalgia to purchase intention through emotional attachment are positive. In sum, emotional attachment plays an important role in the behavior of purchasing palmar drama DVD.