Research On The Influence Of Brand Consumption Ceremony On Consumers’ Purchase Intention

In the daily consumption life of modern consumers,"ritual sense" is an increasingly familiar concept.The ritual of consumption seems to creep into every aspect of the consumer’s life and occupy their mind.For example,Oreo,as the leader in the sandwich biscuit segment,has advanced the classic eating method of "twist,lick and soak";Budweiser’s Corona is an unprecedented "lime" drink that adds a sense of ritual to drinking beer.In the daily consumption scene,more and more brands are also committed to creating a different "sense of ritual" for consumers,in order to stand out from numerous homogeneous goods or services and become the unique choice in the hearts of consumers.In related academic fields,some domestic and foreign scholars have also developed an interest in "consumption ritual" and conducted researches in different fields.For example,consumption ritual can positively influence consumption decision-making,strengthen consumers’ sense of belonging to brands and enhance customers’ loyalty to brands.However,in the definition of "ritual","non-functionality"(or "non-direct purpose")is a very important feature,and the ritual itself is not directly related to the final result.Then,the enhancement of purchase intention brought by consumption ritual may be a function process,or there may be an intermediate bridge.However,few relevant literatures add brand-related elements into this causal relationship as intermediate influencing variables.Therefore,this paper is devoted to exploring the influence mechanism between brand consumption ritual and consumers’ purchase intention,and introducing brand trust as an intermediary variable and brand awareness as a moderating variable,in an attempt to bring certain enlightenment and contribution to the academic and brand marketing circles.This study reviewed and summarized relevant literature on brand consumption ritual at home and abroad,and took relevant mature theories and models as reference basis to determine the four key variables of this paper,construct the research model of this paper and put forward three research hypotheses.Based on the above,this study mainly conducted two controlled experiments based on questionnaires.In experiment one,the purchase intention and brand trust of the two groups of subjects were measured by taking the consumption ritual without or with brands as the control scenario and taking the cream and skin care products close to the daily life of the subjects as the imaginary products.In experiment 2,the purchase intention,brand trust and brand awareness perception of the four groups of subjects were respectively measured with the control scenario of no or brand consumption ceremony and low or high brand awareness(2×2),also with face cream as the imaginary product.Then,SPSS26 software was used to analyze the reliability,validity and regression of the collected experimental data to verify the main effect of individual brand consumption ritual on purchase intention,the mediating effect of brand trust and the moderating effect of brand awareness one by one.The results show that,first,brand consumption ritual has a significant positive impact on consumers’ purchase intention;Secondly,brand consumption ceremony helps to enhance consumers’ trust in the brand,and thus plays a role in stimulating purchasing decisions.Thirdly,the adoption of consumption rituals to attract consumers does not have a significant positive effect on all brands.That is to say,compared with low-visibility brands,high-visibility brands are more likely to win the trust and favor of consumers through consumption rituals,thus improving the success rate of transactions.Finally,this paper puts forward some suggestions and enlightenment for brand marketing based on the above research conclusions.In addition,this paper also considers the limitations and deficiencies of the research,and then makes some prospects and suggestions for the future research direction.