摘要
懷舊是跨年齡、跨文化與跨群體，是人類一種普遍的心理體驗，可能貫穿人類一生的各個階段，懷舊被定義為對過去的想念和渴望，懷舊的情緒可以瞬間將我們與過去美好的回憶連結，雖然會感到失落，卻也能片刻撫慰當代社會中的不穩定感。這種對於自我身分的重新確認幫助個體找回勇氣和力量，進一步肯定自我。現今有許多品牌，也察覺懷舊的效用，透過洞察消費者人格特質，連結過去的情感與文化，激發消費者的懷舊感受，帶來品牌的正面效益。
許多學者投入檢視懷舊相關議題，然而懷舊近年的研究，多數都聚焦於檢測懷舊的「效果」，也就是在喚起懷舊之後，如何影響消費偏好，而關於懷舊的前因或引發懷舊的研究相對之下較少。本研究旨在探討個體的不同人格特質與懷舊傾向、懷舊情緒之間的影響關係，透過問卷調查法，釐清「心理因素」(五大人格特質)、「外在因素」(壓力)對於消費者懷舊傾向與懷舊情緒的影響，也檢視個體懷舊傾向與懷舊情緒，對於施以懷舊刺激之品牌態度的影響。
研究結果發現：(1)五大人格特質中，友善性越高、神經質越高的消費者，會有較高的懷舊傾向； (2)不同人格特質消費者，接觸懷舊廣告後所產生的懷舊情緒有別。認真謹慎性、外向性越高的個體，會產生越多的正向懷舊情緒；友善性越高的個體，產生越多正向懷舊情緒與越少負向懷舊情緒；(3)壓力程度會正向影響消費者的懷舊傾向；(4)對於低度壓力的人們，經驗開放性人格特質、外向性人格特質、友善性人格特質對於懷舊傾向的正向影響才會存在或是被強化；(5)個體之懷舊傾向與正向懷舊情緒有助提升品牌態度。本研究結果提供一個涵蓋前因與後果的完整模型，來解析品牌業者提供懷舊刺激下，不同人格特質消費者如何反應的清楚圖像，對相關理論和實務具有貢獻。

Abstract
Nostalgia is a common experience for most individuals across ages, cultures and groups. Nostalgia is an emotional status which could be triggered in any stage of our lives. Nostalgia is defined as a sentimental longing for the past, and nostalgic emotions can instantly connect us with the good memories of the past. Although we may feel lost sometimes, it can also comfort the instability in contemporary society for a while. The reconfirmation of self-identity helps individuals regain courage and strength, and further affirm themselves. Brands from all industries are experimenting with nostalgia marketing through understanding consumer personality traits and trying to link the affections and culture back in time to trigger consumer’s nostalgic feeling, thereby resulting in positive benefits for brands.
Researchers have examined issues related to nostalgia; however, studies on nostalgia in recent years have focused on detecting the effects of nostalgia, that is, how to influence consumer preferences after arousing nostalgia. There are relatively few studies on the antecedents of nostalgia or how to trigger nostalgia. In this study, we focus on exploring the relationship of different personality traits of individuals, nostalgic proneness and nostalgic emotions. Through the questionnaire survey, we clarify the influence of psychological factors (five personality traits) and an external factor (stress) on consumers’ nostalgic proneness and nostalgic emotions. We also examine how nostalgic proneness and nostalgic emotions influence brand attitudes.
The results indicated the following. (1) Among the Big Five personality traits, individuals with higher agreeableness and higher neuroticism would tend to develop stronger nostalgic proneness. (2) Consumers with different personality traits have different nostalgic emotions after being exposed to nostalgic advertisements. Individuals with higher conscientiousness and higher extraversion would have more positive nostalgic emotions. Individuals with higher agreeableness will have more positive nostalgic emotions and less negative nostalgic emotions. (3) The degree of stress would positively affect consumers’ nostalgic proneness. (4) The positive impact of openness to experience, extraversion, and agreeableness on nostalgic proneness would only exist or be strengthened in people with low stress. (5) Individuals’ nostalgic proneness and positive nostalgic emotions would improve brand attitudes.
The results of this research provide a complete model including the antecedents and consequences to analyze how consumers with different personality traits respond to nostalgic stimuli provided by brand owners, and this study may contribute to related theories and practices.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
圖目錄 viii
表目錄 ix
第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 4
第三節、研究問題 9
第四節、研究目的 9
第二章、文獻探討 11
第一節、懷舊的歷史與定義 11
第二節、懷舊傾向 15
第三節、懷舊情緒 17
第四節、壓力 19
第五節、五大人格特質 22
第三章、研究架構與假說推論 25
第一節、研究架構 25
第二節、 研究假說 25
第四章、研究方法 37
第一節、變數的操作性定義與衡量 37
一、五大人格特質 37
二、壓力 40
三、懷舊傾向 40
四、懷舊感 41
五、懷舊情緒 42
六、品牌態度 43
第二節、研究設計 43
一、研究對象與抽樣方法 43
二、問卷設計、施行與前測 43
第三節、前測執行與結果 44
第四節、正式施測 53
第五章、研究分析結果 54
第一節、分析結果 54
一、樣本描述性統計分析 54
二、變數的信效度分析 55
第二節、假說檢定 60
一、五大人格特質、懷舊傾向、懷舊情緒、品牌態度關係之路徑分析 60
二、壓力對於五大人格特質與懷舊傾向關係之干擾 61
第六章、結論與建議 68
第一節、研究發現與討論 68
第二節、理論貢獻 74
第三節、實務意涵 76
第四節、研究限制與未來研究方向 80
參考文獻 83
中文文獻 83
英文文獻 83
網路部分 92
附錄 93
前測問卷 93
正式問卷 100

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