Analysis of Chinese Time-Honored Restaurant Selection Embedded in Customers’ Nostalgia: based on Contextual Analysis Model

Abstract

Revitalizing China's old restaurant brands is of great significance to the cultural self-confidence of the Chinese nation. In this study, nine old brands in Beijing, Shanghai and Guangzhou were selected, and a total of 543 valid questionnaires were obtained to analyze consumers' willingness to choose old brands. Specifically, based on consumers' perceived attractiveness and visit resistance to old firms, the authors used the contextual analysis model in the hierarchical linear model to explore the perturbation mechanism of the two nostalgic emotions in consumers' choices. The results of the analysis are as follows: first, perceived attractiveness has a positive effect on customer choice, while visit resistance has a negative effect on customer choice. Second, individual nostalgia has a positive effect on customer choice and plays a moderating role in the relationship between attractiveness, visit resistance and choice. Third, urban nostalgia also plays an important role in the relationship between attractiveness, visit resistance and choice. Overall, based on the contextual analysis model, this paper discovered the intrinsic choice mechanism of consumers for Chinese old restaurants, which can play a guiding role for their development.