Purpose

The current study investigated the relationship between nostalgia, conspicuous consumption, and impulse buying and compared gender differences in the effects of nostalgia on conspicuous consumption and impulse buying.

Design/methodology/approach

A total of 307 college students in western Singapore were recruited. Confirmatory factor analysis and structural equation modeling were conducted to assess the psychometric properties of the scales and estimate model path coefficients. A multi-group analysis was conducted to test if the path coefficients in the research model varied across genders.

Findings

This study found that nostalgia had a positive influence on consumers’ conspicuous consumption, which in turn had a positive impact on their impulse buying of sport products. The results of the multi-group analysis also revealed significant differences across gender groups in that the impacts of nostalgia on conspicuous consumption and impulse buying were stronger for male consumers.

Originality/value

This study forges new ground by investigating the intricate dynamics among nostalgia, conspicuous consumption, and impulse buying in the context of sport. By delving into the relationships between them and exploring gender disparities in their effects, this study enhances our understanding of the pivotal role nostalgia plays in shaping consumer behavior in sport. In addition, the identification of gender-specific patterns underscores the significance of tailored marketing approaches for effectively engaging both male and female consumers. Overall, this study presents fresh perspectives that can inform the development of targeted marketing strategies for sport marketers and retailers aiming to optimize their offerings and promotional endeavors.

中文翻译：

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怀旧对炫耀性消费和冲动性购买影响的性别差异

 目的

本研究调查了怀旧、炫耀性消费和冲动性购买之间的关系，并比较了怀旧对炫耀性消费和冲动性购买影响的性别差异。

设计/方法论/途径

共招收了新加坡西部的307名大学生。进行验证性因素分析和结构方程建模来评估量表的心理测量特性并估计模型路径系数。进行了多组分析，以测试研究模型中的路径系数是否因性别而异。

 发现

研究发现，怀旧对消费者的炫耀性消费有积极影响，进而对他们对体育产品的冲动购买产生积极影响。多组分析的结果还显示，不同性别群体之间存在显着差异，男性消费者的怀旧情绪对炫耀性消费和冲动购买的影响更强。

 原创性/价值

这项研究通过调查体育背景下的怀旧、炫耀性消费和冲动购买之间错综复杂的动态关系，开辟了新的领域。通过深入研究它们之间的关系并探索其影响中的性别差异，这项研究增强了我们对怀旧在塑造体育消费者行为中所发挥的关键作用的理解。此外，识别特定性别模式强调了定制营销方法对于有效吸引男性和女性消费者的重要性。总体而言，这项研究提出了新的视角，可以为体育营销人员和零售商制定有针对性的营销策略提供信息，以优化其产品和促销活动。