懷舊被定義為是對於過去的想念和渴望。許多研究指出，作為一種正面的、具社會性的情緒，懷舊能減輕由社會性孤立所帶來的負面影響。本研究主要在了解消費者面對不同的產品類型時，其所偏好的懷舊廣告類型為何，並延伸探討自我建構類型對懷舊廣告效果之影響。
本研究以實驗設計法進行，操弄懷舊廣告類型(歷史懷舊廣告vs.個人懷舊廣告vs.無懷舊廣告)、產品類型(公眾性產品vs.私人性產品)及自我建構類型(獨立我vs.互依我)三個自變數，為3x2x2 因子設計，透過研究者所設計之不同的懷舊廣告類型、產品類型與自我建構類型促發建構12 種不同的實驗情境，觀察不同消費者類型在面對不同的產品類型對不同的懷舊廣告之下的態度與購買意圖。
研究結果顯示，如同過去學者之驗證，有使用懷舊訴求之廣告效果確實比未使用懷舊訴求之廣告效果好；考量產品類型之下，研究顯示，消費者在面對私人性產品時，相較於歷史懷舊廣告，搭配個人懷舊廣告有較好的效果；最後，本研究也發現，對互依我類型的消費者而言，面對私人性產品，搭配個人懷舊訴求有較好的廣告效果；而獨立我類型消費者，則不論產品類型，對不同懷舊廣告的廣
告效果無顯著差異。

The emotion of nostalgia, defined as “a sentimental longing for the past”. Studies have indicated that nostalgia, as a positive and social emotion, have the potential to reduce the negative impact of social exclusion on empathy. This research mainly
proposes two types of nostalgia (historical vs. personal) and examines the effects of product type and type of self-construal on nostalgia advertising.
The present study uses experimental design with a 3 (nostalgia advertising:non-nostalgia vs. historical-nostalgia vs. personal nostalgia) x 2 (product type: publicly consumed product vs. privately consumed product) x 2 (self-construal: independent self vs. interdependent self) factorial design. Twelve different scenarios are established through fictitious product ads, and the ad effects are measured by attitudes toward the ad, attitudes toward the brand, and purchase intentions to observe the response under different scenarios.
The results indicate that the nostalgia advertising is more effective than the non-nostalgia advertising, which is consistent with previous studies. There is an
interaction effect between the type of nostalgia and product type. The personal nostalgia is more effective than the historical nostalgia in promoting a privately consumed product. Finally, when the interdependent self is activated, consumers show more favorable attitudes toward a privately consumed product promoted with personal nostalgia. In contrast, when the independent self is activated, no difference of
advertising effects between historical and personal nostalgia in public or private product consumption contexts.

第壹章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 3
第四節 研究目的與問題 4
第五節 研究架構與研究流程 5
第貳章 文獻回顧 7
第一節 前言 7
第二節 懷舊廣告的概述 7
一、 懷舊的定義 7
二、 懷舊消費與社會認同理論 8
三、 懷舊在廣告的應用 10
四、 懷舊廣告的分類 12
第三節 產品類型 14
第四節 自我建構 15
一、 自我建構基本概念 15
二、 自我建構類型與消費者行為 17
第五節 小結 18
第参章 研究設計與方法 19
第一節 前言 19
第二節 研究架構與假設 19
一、 懷舊訴求對廣告效果的影響 19
二、 懷舊廣告與產品類型對廣告效果的影響 19
三、 自我建構類型、產品類型對懷舊廣告效果的影響 21
第三節 研究變數操作型定義與衡量 23
一、 自變數 23
二、 依變數 28
第四節 研究設計 29
一、 問卷問項設計 29
二、 抽樣方法 30
第五節 小結 31
第肆章 研究結果分析 32
第一節 前言 32
第二節 樣本背景資料分析 32
第三節 信度分析 33
第四節 研究設計之檢驗 34
一、 懷舊類型操弄確認 34
二、 產品類型操弄確認 35
三、 自我建構類型操弄確認 36
四、 懷舊情緒量表因子分析 36
五、 潛在共變數檢定 37
第五節 研究假設之檢驗 37
一、 以對廣告態度為依變數進行研究假設檢驗 42
二、 以對品牌態度為依變數進行研究假設檢驗 45
三、 以對購買意圖為依變數進行研究假設檢驗 49
第六節 受訪者對實驗廣告的回應 52
第七節 小結 56
第伍章 結論與建議 57
第一節 前言 57
第二節 研究結果討論 57
第三節 研究貢獻 60
一、 理論貢獻 60
二、 實務貢獻 60
第四節 研究限制 61
一、 實驗設計法 61
二、 單一產品類別 61
三、 年齡限制 62
第五節 未來研究建議 62
一、 其它懷舊廣告類型 62
二、 對其它依變項的影響 62
三、 其他干擾變數的影響 63
第六節 小結 63
參考文獻 64
附錄一、正式問卷 69

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