当今中国社会正处于重大变迁阶段，社会经济结构调整、升级和转型加快使得社会不确定性、生活节奏、社会竞争、工作压力等日趋增强，面对社会出现的变故、威胁、压力等现象，消费者内心形成各种焦虑，为了缓解焦虑感，消费者往往会通过怀旧消费达到目的。以某一类消费行为（捐赠）作为研究对象，分析中国慈善捐赠者如何因社会发生重大变迁而通过怀旧消费行为来缓解所引起的焦虑感，并运用计量方法对消费者焦虑感、怀旧倾向与怀旧消费行为间的关系进行实证分析。结果表明：不安全感、经历、孤独、伤痛感等是消费者焦虑感的主要影响因素；消费者焦虑感与怀旧倾向呈正相关；怀旧倾向对怀旧消费行为强度呈正相关；怀旧强度与捐赠者对慈善组织的信任呈现正相关；消费者行为承诺与其怀旧消费意愿呈正相关。%Nowadays our society is in the stage of great change,the social economic structure's adjustment,transformation and upgrade is speeding up,which leads to the enhance of social uncertainty, social competition and work stress,also speeds up the pace of life.Facing the social phenomenon such as changes,threats and pressure,consumers'hearts form various sorts of anxiety.In order to alleviate anxiety,consumers tend to achieve this purpose through the nostalgic consumption.In this paper,a kind of consumer behavior (donate)will be regarded as the research obj ect,by analyzing how charitable donors in our country relieve the anxiety caused by maj or changes in society through the nostalgic consumer behavior,and using the measuring method to empirical analyze the relationship between consumer anxiety, nostalgic tendency and nostalgic consumer behavior.The results show that the insecurity,experience, loneliness,pain,etc.are the main factors influencing consumers'anxiety;consumers'anxiety and nostalgic tendency were positively correlated;nostalgic tendency was positively related to the intensity of nostalgic consumer behavior;nostalgic strength was positively related to the degree of trust of donors to charity;consumer behavior commitment was positively correlated with nostalgia consuming willingness.
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