非物质文化遗产联名情境下消费仪式感对消费者品牌忠诚的影响研究

The Impact of Sense of Consumption Ritual on Consumer’s Brand Loyalty in the Context of Intangible Cultural Heritage Co-Branding

摘要: 随着文化自信的提升与非物质文化遗产活化政策的推进，品牌与非遗联名已成为营销领域的新趋势。本研究基于品牌价值链理论与S-O-R模型，构建了非遗联名情境下消费仪式感、感知价值与品牌忠诚的影响效应模型。通过问卷调查法收集315份有效样本，并运用结构方程模型与Bootstrap方法进行假设检验。结果表明：消费仪式感通过提升感知价值显著增强品牌忠诚，其中感知价值在付出感、礼仪性与品牌忠诚之间起完全中介作用。付出感与礼仪性维度对感知价值各维度均有广泛的正向影响，而独特性维度仅显著作用于象征价值。

Abstract: With the rise of cultural confidence and the advancement of policies aimed at revitalizing intangible cultural heritage, brand collaborations with intangible cultural heritage have emerged as a new trend in the marketing field. Based on brand value chain theory and the S-O-R model, this study constructs a model of the impact effects of ritual sense in consumption, perceived value, and brand loyalty in the context of intangible cultural heritage collaborations. A total of 315 valid samples were collected through questionnaire surveys, and structural equation modeling and the Bootstrap method were used to test the hypotheses. The results indicate that ritual sense in consumption significantly enhances brand loyalty by elevating perceived value, with perceived value playing a completely mediating role between commitment, ceremoniality, and brand loyalty. The commitment and ceremoniality dimensions have broad positive effects on various dimensions of perceived value, while the uniqueness dimension only significantly affects symbolic value.