自二十世紀末起，全球吹起一股懷舊風，在台灣也出現許多以懷舊為訴求的商品以及行銷手法，懷舊餐廳的興起即為一例。但是懷舊策略的應用對行銷人員來說，具有不確定性的風險，因為懷舊可能會引發消費者正面及負面的情緒，因此，在運用時必須相當了解懷舊策略的本質與消費者特質間的關係，才能更有效的運用懷舊策略。
在國外，懷舊相關議題在學術上的研究近年來也逐漸增加，特別是以體驗觀點來探討消費者懷舊行為，但在國內懷舊體驗的探討相當稀少，因此，本研究以Schmitt (1999) 所提出的一套「體驗行銷」架構為主軸，並參考相關文獻後，加入消費者個人特質及使用情境等相關變數，藉以探討懷舊刺激創造之消費體驗，與其所引發的懷舊反應間之關係，並藉以提供懷舊餐廳業者，在定位及體驗行銷設計上的一些建議。
本研究實證結果如下：
1. 懷舊傾向對行為的懷舊體驗具有正向影響
2. 玩樂的使用情境對認知的懷舊體驗具有正向影響
3. 聯絡感情的使用情境對行為的懷舊體驗有正向影響
4. 認知的懷舊體驗對集體懷舊反應具有正向影響
5. 行為的懷舊體驗對個人懷舊反應具有正向影響
6. 聯絡感情的使用情境對個人懷舊反應有正向影響
7. 實際年齡與認知年齡之差對個人懷舊反應具有正向影響

中文部份
1. 伯德．史密特(2000)，體驗行銷。王育英、梁曉鶯譯。台北市：經典傳訊文化。
2. 香蕉新樂園人文事業企業手冊。
3. 杜宜芳(2003)。「年輕人對於懷舊與懷舊商品認知之探索」，國立中正大學企業管理研究所碩士論文。
4. 陳貞吟(2005)。「懷舊體驗之情緒與價值－以遺跡觀光為例」，國立中正大學企業管理研究所博士學位論文。
5. 陳微儀(2002)。「我們的未來在過去：懷舊物件意義與行銷之探索」，國立中正大學企業管理研究所碩士論文。
6. 曹書榮(2003)，「從創作者角度探索懷舊認知與懷舊形塑」，國立中正大學企業管理研究所碩士論文。

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