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    Title: 以懷舊為主軸的服務業行銷-以上海地區為例
    Application of nostalgia marketing in service industry-Taking Shanghai as an example
    Authors: 解嘉琛
    Xie, Jia-Chen
    Contributors: 陳建維
    解嘉琛
    Xie, Jia-Chen
    Keywords: 懷舊行銷
    市場區隔
    行銷理論
    消費者行為
    購買決策
    UGC
    Date: 2020
    Issue Date: 2021-01-04 10:42:10 (UTC+8)
    Abstract: 筆者觀察到隨著現代社會的發展和科技的進步,人們的各方面生活水平都有了顯著地提升。但是,伴隨著這股科技進步浪潮而隨之出現的,卻是如雨後春筍版出現的懷舊類產品和服務。筆者生活在國際化大都市上海,這種體會則更加深刻。

    一方面,上海的摩天大樓拔地而起,城市化水平在逐漸加快,因此有了“魔都”的稱號。另一方面,上海的各種懷舊地點,歷史文創街區等也以迅猛的增速進入大家的日常生活中。筆者就經常在假日,約上三五好友,前往懷舊的餐廳或咖啡館聊天交友。這些懷舊的餐廳或咖啡館大部分是由老建築進行翻新而成,前身可能是某工廠的老廠房,歷史文化故居等。

    正是筆者和周遭的好友對於懷舊復古產品的濃厚興趣,促使筆者選擇這個主題進行學術研究。筆者想通過嚴謹的學術邏輯和分析,探討究竟為什麼消費者會喜歡懷舊以及懷舊能為消費者自身創造哪方面的價值。換句話說,在社會追求現代化和科技化的同時,究竟是什麼原因使得很多人選擇回到過去,返璞歸真,通過懷舊的方式找尋自我。
    Reference: 第一節 中文部分
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    3.方鵬程. 用戶貢獻內容質量評價研究[D]. 北京郵電大學: 北京郵電大學,2011

    4.王晶. UGC對旅游者的參與行為影響研究[D]. 電子科技大學: 電子科技大學,2012.

    5.王絡,. 最新中國城市分級名單出爐 廈、榕躋身一線城市[J]. 福建質量管理,2014,(Z1).

    6.李晴蕾,王怀勇.社会压力与决策角色对不同人际敏感性个体助人决策的影响[J].心理科学,2019,42(03):626-632.

    7.宋波. 傳播偏向論視域下新聞UGC生產模式及發展路徑研究[D]. 山東師范大學: 山東師范大學,2018

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    第二節 英文部分
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    6.Ju, I., Kim, J., Chang, M.J. & Bluck, S. "Nostalgic marketing, perceived self-continuity, and consumer decisions", Management Decision, 2016, vol. 54, no. 8, pp. 2063-2083.

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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    107351048
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107351048
    Data Type: thesis
    DOI: 10.6814/NCCU202001825
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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