「懷舊」是一種對過去的憧憬，經常和溫暖的童年回憶、遊戲，或者珍貴的私人物品聯繫在一起。如今，懷舊與復古風潮興起，儼然已成為一股新的趨勢，經常被作為商業包裝，成功地重新觸動消費者的共同情感與認同。
懷舊之所以會成為流行的趨勢，主要是因為現實世界的不美好，讓人想要重回那段單純、沒有太多負擔的過去時光；經由回憶過往，得以感覺到輕鬆、愉悅的情緒，弭平生活中的不順遂。過去許多研究指出，情緒是影響消費意圖和行為的重要因素，藉由被誘發的正向情緒，消費者會願意花額外的時間注意產品，或願意在店內、網頁停留較久的時間。本研究主要針對懷舊感影響Y世代消費者決策進行探討，並將懷舊感進一步區分為內生懷舊與外生懷舊。由於Y世代是一群生長在網際網路世代的族群，除了自己過往所經歷過的內生懷舊之外，藉由網際網路的影響，Y世代族群也容易對於沒有經歷過的舊時代產生興趣，引發外在因素所影響的懷舊情感。因此，本研究將以Y世代的不同懷舊情緒為基礎，探討懷舊感與消費者行為之間的關聯性，並藉由S-O-R理論及EKB模型，推斷內生與外生兩種因素可能會影響懷舊所誘發的情緒，進而影響其消費意圖與行為；進一步觀察兩種因素對於社會認知腦區活化而誘發懷舊感之差異，並利用fMRI工具探討與懷舊相關神經元活化的腦區及消費者決策意圖與行為。
本研究結果發現，當消費者面對內生懷舊的情形時，紋狀體(Striatum)、海馬旁迴(hippocampal gyrus)皆產生活化的反應，當面對外生懷舊的情形時，顳葉上端溝(superior temporal sulcus)也有活化的反應，而面對決策的情境時，內生懷舊也會影響消費者的行為反應，前額葉皮層(prefrontal cortex)也有顯著的反應。本研究綜合fMRI影像分析結果、行為資料及訪談回答進行討論，結果顯示內生懷舊會影響消費者的消費行為，期待此研究能作為分析懷舊行銷市場的利器，為後續更廣泛研究提供參考。

"Nostalgia" is a vision of the past. It’s usually associated with childhood memories or precious personal belongings. Nowadays, nostalgia and vintage goods are the latest trends. They gradually appear in many people’s lives and are often used in the form of a commercial package to help people get in touch with their shared feelings about a period or experience from the past.
The reason why nostalgia has become a popular trend is mainly because of dissatisfaction with the present world that leads to a strong desire for a simple, carefree life. Through memories of the past, people can feel more relaxed and happy. Previous studies have indicated that emotions are an important factor influencing consumer intention and behavior. Consumers are willing to spend extra time looking at products or are willing to stay in stores for longer periods of time because of the evoked positive emotions. This study mainly focuses on Generation Y and how nostalgia affects their consumer decision-making and further distinguishes nostalgia into endogenous nostalgia and exogenous nostalgia. Because the Generation Y is a group of people who grew up as the Internet generation, they are thus easily influenced by the Internet. In addition, they are also likely interested in past eras that they never experienced before. Hence, the feelings of nostalgia they experience are likely to be influenced by external factors. Therefore, based on different feelings related to nostalgia, this study explores the association between nostalgia and consumer behavior, and through the S-O-R and EKB models, it is inferred that both endogenous and exogenous factors may affect nostalgia induced by moods, which later affect consumer intentions and behavior. This study also explores endogenous and exogenous factors influencing the activation of the brain area associated with social awareness. The present study utilizes fMRI technology to explore the nostalgia-related neuronal activation of the brain area and consumer decision-making intentions and behavior. The results of this study revealed that the striatum and hippocampal gyrus are activated under endogenous nostalgia conditions. In addition, the activation of the superior temporal sulcus is observed under exogenous nostalgia conditions. Moreover, under decision-making situations, endogenous nostalgia may also affect the behavior of consumers, where activation of the prefrontal cortex is observed under this condition. Finally, the results of fMRI imaging analysis, behavioral data, and interviews are summarized. The present study revealed that endogenous nostalgia impacts consumer consumption behavior. It is expected that this study will serve as a tool for analyzing nostalgic marketing and provide a reference for future research.

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