产品卷入度的调节作用下消费仪式感对品牌体验影响的实验研究

The Experimental Study on the Impact of Consumption Ritual on Brand Experience under the Moderating Role of Product Involvement

摘要: 在消费领域，围绕生活品质的“仪式感”尤为出圈，但消费者与品牌互动方面的仪式应用研究尚未受到足够的重视。本文将消费仪式感纳入分析框架，探讨在产品卷入度的调节下消费仪式感对品牌体验的影响。采用两个实验来检验消费仪式感在品牌体验中的作用。实验证实消费仪式感对品牌体验存在影响，相对于低消费仪式而言，高消费仪式感更能激发消费者的品牌体验。并验证了产品卷入度在消费仪式感对品牌体验的影响中存在调节作用，并且对于低卷入度产品而言，高消费仪式感与低消费仪式感对消费者的品牌体验无明显效果。

Abstract: In the consumer domain, the concept of “ritual sense” surrounding quality of life has gained particular prominence. However, research on the application of rituals in consumer-brand interactions has not received sufficient attention. This study incorporates the sense of consumption ritual into an analytical framework to explore its impact on brand experience under the moderating role of product involvement. Two experiments were conducted to examine the role of consumption ritual in brand experience. The experiments confirm that consumption ritual influences brand experience. Compared with low consumption ritual, high consumption ritual more effectively stimulates consumers’ brand experience. Additionally, the study verifies the moderating role of product involvement in the impact of consumption ritual on brand experience. Specifically, for low-involvement products, there is no significant difference in the effect of high versus low consumption ritual on consumers’ brand experience.