摘要
消费者幸福感指消费者在参与消费活动时所期望实现的心理状态。研究表明,恰当的服务仪式可降低消费者风险,提高积极情感。本研究基于互动仪式链和积极共鸣理论,探讨服务仪式对消费者幸福感的影响,并考察该作用的中介机制及边界条件。研究发现:服务仪式对消费者幸福感有积极的影响,这一影响是以积极共鸣为中介的。主题匹配调节了积极共鸣的中介作用,当主题匹配程度较高时,积极共鸣对服务仪式与消费者幸福感之间正向关系的中介效应显著;当主题匹配程度较低时,积极共鸣的中介效应不再显著。
Consumer well-being is the psychological state that consumers expect to achieve when participating in consumption activities.Studies have shown that proper service rituals can reduce consumer risk and increase consumer positive emotions.Based on the theory of interactive ritual chain and the theory of positive resonance,we explore the impact of service rituals on consumer well-being,examines the mediating mechanism and boundary of this role.The study found that service rituals are directly positive for consumer well-being,which is mediated by positive resonance.And theme fit moderates the mediating role of positive resonance:comparing with the lower degree of theme fit,positive mediation has the greatest mediating effect on the positive relationship between service rituals and consumer well-being when the degree of theme fit is significant.
作者
卫海英
毛立静
WEI Haiying;MAO Lijing
出处
《暨南学报（哲学社会科学版）》
CSSCI
北大核心
2019年第12期79-90,共12页
Jinan Journal(Philosophy and Social Sciences)
基金
国家自然科学基金项目“服务仪式对品牌福祉的影响机制研究——以互动仪式链理论为视角”(批准号:71772077)
