摘要
当历史传承与社交媒体时代的新变化发生碰撞和冲突时,餐饮老字号的发展尤其受到关注。以南京市老字号为例,运用计划行为理论,对南京餐饮老字号及其消费者进行调查,构建“怀旧-创新”双驱动的餐饮老字号消费行为结构方程模型。研究表明,当代消费者不论年龄大小均有较强的怀旧情愫,形成对老字号的正向态度;社交媒体时代老字号品牌建设和营销手段的创新发展塑造了消费者的主观规范,形成新时代的消费习性;在怀旧情愫和网络社交环境的共同作用下,个体、群体和社会的消费经验形成对老字号消费的结果预期和行为控制。以上三维路径形成怀旧与创新的合力,显著影响了消费者对老字号的消费意愿和行为。据此,提出餐饮老字号的“怀旧-创新”双驱动发展策略。
The development of time-honored restaurants becomes concerned especially when the historical heritage collides and conflicts with the new changes in the social media era.Taking Nanjing time-honored brands as an example,using the theory of planned behavior,this paper investigates time-honored Nanjing food and beverage brands and their consumers,and constructs a“nostalgia-innovation”dual driven structural equation model of consumption behavior of food and beverage time-honored brands.The results show that contemporary consumers,regardless of age,have strong nostalgic feelings and form a positive attitude towards time-honored brands.In the era of social media,the construction of time-honored brands and the innovative development of marketing means have shaped the subjective norms of consumers and formed the consumption habits of the new era.Under the joint action of nostalgia and social networking environment,the consumption experience of individuals,groups and society forms the result expectation and behavior control of the consumption of time-honored brands.The above three-dimensional path forms a joint force of nostalgia and innovation,which significantly affects consumers’consumption intention and behavior of time-honored brands.The double drive development strategy of“nostalgia innovation”of time-honored catering brands is proposed accordingly.
作者
张智光
曹凡
魏尉
ZHANG Zhiguang;CAO Fan;WEI wei(College of Economics and Management,Nanjing Forestry University,Nanjing,Jiangsu 210037,China)
出处
《美食研究》
北大核心
2022年第3期26-34,共9页
Journal of Researches on Dietetic Science and Culture
基金
中国博士后科学基金(2020M671510)。
关键词
餐饮老字号
社交媒体
美食消费
计划行为理论
time-honored catering
social media
food consumption
planned behavior theory
作者简介
张智光,男,南京林业大学经济管理学院教授,博士,主要从事管理科学与系统工程研究,E-mail:zzg@njfu.com.cn;曹凡,女,南京林业大学经济管理学院硕士研究生,主要从事市场营销研究,E-mail:18895378316@163.com。
