The role of nostalgia-evoking stimuli at nostalgia-themed restaurants in explaining benefits, consumption value and post-purchase behavioral intention

This study focuses on nostalgia-evoking stimuli at nostalgic restaurants and their influence on customers’ consequent evaluation and post-purchase behavioral intention. Through in-depth interviews and a survey, the present study identified a factor structure of nostalgia stimuli that includes four dimensions and 18 items. Then, nostalgia stimuli, benefits, consumption value and post-purchase behavioral intention were incorporated into the model. Among the important results, the hypothesized relationships between nostalgia stimuli and epistemic, emotional and nostalgia-seeking benefits were partially supported. The benefits sought from dining in a nostalgic restaurant positively lead to consumption value, which further has a positive effect on post-purchase behavioral intention. These findings have theoretical and practical implications for capitalizing on nostalgia management in the hospitality industry. •Nostalgia stimuli in nostalgia-themed restaurants encompass staff, design and atmosphere, tableware and furniture, and food.•The three benefits are explained by nostalgia stimuli in restaurants including staff, design and atmosphere.•Tableware and furniture significantly fail to explain the benefits to customers whereas food facilitates only the prediction of nostalgia-seeking benefits.•The three benefits contribute to food consumption value, which further leads to post-purchase behavioral intention.