筆者觀察到隨著現代社會的發展和科技的進步，人們的各方面生活水平都有了顯著地提升。但是，伴隨著這股科技進步浪潮而隨之出現的，卻是如雨後春筍版出現的懷舊類產品和服務。筆者生活在國際化大都市上海，這種體會則更加深刻。

一方面，上海的摩天大樓拔地而起，城市化水平在逐漸加快，因此有了“魔都”的稱號。另一方面，上海的各種懷舊地點，歷史文創街區等也以迅猛的增速進入大家的日常生活中。筆者就經常在假日，約上三五好友，前往懷舊的餐廳或咖啡館聊天交友。這些懷舊的餐廳或咖啡館大部分是由老建築進行翻新而成，前身可能是某工廠的老廠房，歷史文化故居等。

正是筆者和周遭的好友對於懷舊復古產品的濃厚興趣，促使筆者選擇這個主題進行學術研究。筆者想通過嚴謹的學術邏輯和分析，探討究竟為什麼消費者會喜歡懷舊以及懷舊能為消費者自身創造哪方面的價值。換句話說，在社會追求現代化和科技化的同時，究竟是什麼原因使得很多人選擇回到過去，返璞歸真，通過懷舊的方式找尋自我。

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