懷舊是人們對於過去的憧憬，透過回憶自身過去的記憶，來讓自己能夠暫時逃離生活中的壓力。現今懷舊復古的商機已經興起，許多新的物品被賦予復古風格的包裝或是場地佈滿懷舊元素的物件，透過引起消費者的懷舊情感或是對於過去未體驗過經驗的好奇，吸引人潮消費。
懷舊不僅僅只有實際參與過去的人們才會感受到，對於那些從未實際參與過去年代的人們，他們之所以能夠同樣感受到懷舊的感覺，是因為透過外在的資訊得以想像過往的情境，來達到類似的懷舊感。過去的研究指出，世代因為生長及當下生活環境的差異，對於購買物品時會有不同的考量。因此，本研究透過半結構訪談的方式，搭配目標手段方法，探討X、Y世代對於結合懷舊元素之科技產品的想法以及經驗描述，並且探討兩世代描述內容之差異。期許本研究能夠作為懷舊行銷市場之利器，並且為後續更廣泛的研究主題提供具體參考建議。
研究結果發現，X世代的記憶來源源自於自身體驗及過去生活周遭的環境，Y世代的記憶來源源自於影視節目及現今生活周遭的環境。對於實際參與過去的X世代而言，他們較不會因為對於過去記憶的熟悉感，增加使用或購買現今擁有懷舊元素的新科技產品的意願。

Nostalgia is the longing for the past. By reminiscing about memories of their past, nostalgia allows one to temporarily escape from the pressures of life. Currently, the opportunities of the nostalgic market have emerged. Many new items have been given vintage-style packaging; many places are decorated with nostalgic elements, attracting crowds of consumers by nostalgia or curiosity about the past. Nostalgia is not only for people who actually participate in the past to feel like they did in the past; those who have never been involved in the past can also achieve a similar nostalgia because of the external context that contains nostalgic information. Past studies have pointed out that because of the difference between the living environments at that time, different generations have different considerations when purchasing items.
Given the substantial market growth of nostalgic products, this study aims to understand how Generation X consumers (Gen X) and Generation Y consumer (Gen Y) experience and perceive nostalgic technology products, and to observe the differences between the two generations' demand of using retro-styled technology products through the means-end chains approach and semi-structured interviews. This study has the potential to be implemented in nostalgia marketing applications and lead to a wider research topic in the future.
The study found that the memory of Gen X originated from its own experience and the environment surrounding its past. Gen Y's memory originated from films and television programs and the environment surrounding it. For the actual Gen X who participated in the past, they will not increase their willingness to use or purchase new technology products that are nostalgic nowadays because of their familiarity with the past.

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