电商企业消费仪式对购买意愿的影响

The Effects of Consumption Ritual on Purchase Intention in E-Commerce Firms

摘要: 随着市场竞争日趋同质化，电商企业愈发重视自身消费仪式建设，希望通过满足消费者深层次的心理需求来构建情感联结与品牌忠诚。本文在社会联结理论的基础上构建了消费仪式感、归属需求和购买意愿的关系模型。研究发现，消费仪式感能够显著正向影响购买意愿，且归属需求在此过程中有正向调节作用。因此，电商企业应组织有自身特色的消费仪式活动，满足消费者心理需求和情感需要，培养并维护品牌忠诚顾客。

Abstract: As market competition becomes increasingly homogenized, e-commerce companies are placing greater emphasis on constructing consumption rituals, aiming to build emotional connections and brand loyalty by satisfying consumers’ deeper psychological needs. Based on self-determination theory, this paper constructs a relationship model involving the sense of ritual in consumption, the need to belong, and purchase intention. The study finds that the sense of ritual in consumption significantly and positively influences purchase intention, with the need to belong playing a positive moderating role in this process. Therefore, e-commerce companies should organize distinctive consumption ritual activities to meet consumers’ psychological and emotional needs, thereby cultivating and maintaining loyal customers.