消费场景仪式感对顾客再购买意愿的影响机制研究被引量：1

Research on influence mechanism of ceremonial sense of consumption scene on consumers’ repurchase intention

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摘要随着生产力的逐渐提高和物质的不断丰富,心灵消费的时代已经到来,消费者关注的不再仅仅是产品本身,更多的开始关注产品背后所带来的附加价值。通过在消费场景中营造仪式化流程,商家着眼于在消费过程中营造“仪式感”场景,让顾客沉浸于其中,让本来平淡无奇的消费过程变得更加有趣以及更赋有仪式感,为顾客带来了一种超脱于产品本身的附加体验。因此,本文将探究消费场景中仪式感对顾客再购买意愿的影响机制。实验研究证明:(1)消费场景仪式感对顾客再购买意愿有显著性的影响,顾客在仪式感程度高的场景中,更容易产生再购买意愿。(2)消费场景仪式感将通过影响顾客的心流体验,从而影响顾客的再购买意愿。

作者葛俊宋媛 GE Jun;SONG Yuan

机构地区暨南大学广州市西克传感器有限公司

出处《全国流通经济》 2022年第35期8-11,共4页 China Circulation Economy

关键词消费场景仪式感心流体验顾客再购买意愿

分类号 F724.6 [经济管理—产业经济]

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