At present, our country is in a major transition period, resulting in a phenomenon of "national anxiety". In order to further guide enterprises to carry out management activities, we must analyze the structural dimensions of current consumer anxiety, find the appropriate dimension to measure consumer anxiety, and better study the relationship between consumer anxiety and nostalgic consumption decisions. Based on the field investigation, this paper applies the SEM model to demonstrate the structural dimensions of consumer anxiety. The results show that the society has entered into a state of "national anxiety", and consumer anxiety is a multidimensional construction consisting of three dimensions: survival anxiety, social anxiety and achievement development anxiety. Finally, some suggestions are put forward that modern enterprises could take advantage of consumer anxiety to develop new business opportunities, people could use nostalgic consumption measures to alleviate anxiety, and the research on the relationship between consumer anxiety and nostalgia consumption decision-making could obtain theoretical support from it.%当前我国正处于重大转型期,导致社会呈现"全民焦虑"现象.为进一步指导企业开展经营管理活动,必须对当前消费者焦虑的结构维度进行解析, 找到测量消费者焦虑的合适维度, 更好地研究消费者焦虑与怀旧消费决策间的相互关系.本文通过实地调研,运用SEM 模型对消费者焦虑的结构维度进行计量论证,结果显示:社会进入"全民焦虑"状态,消费者焦虑是一个由生存焦虑、社交焦虑及成就发展焦虑等三个维度构成的多维构念.最后提出建议:现代企业可利用消费者焦虑发展新商机,人们可采用怀旧消费措施缓解焦虑感,消费者焦虑对怀旧消费决策催生机理关系研究可从中获取理论支撑.
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