服務儀式感對消費者品牌忠誠度的影響：以Jelly Cat主題體驗店為例

Abstract

在當代行銷策略中，服務儀式感逐漸成為影響消費者體驗與品牌忠誠度的關鍵因素。儀式感作為一種結合感官刺激、象徵意義與情感連結的行銷設計，已廣泛應用於零售與體驗式服務場域中。然而，學術界對服務儀式感的實證研究仍有限，尤其缺乏關於其影響機制的系統性探討。本研究以Jelly Cat主題體驗店為案例，深入探討其服務流程中所營造的儀式感，如何透過視覺、聽覺、觸覺及與服務人員的互動，影響消費者的情感態度，進而促進品牌忠誠度與溢價支付意願。研究採用問卷調查法，收集有效樣本，運用結構方程模型進行資料分析。研究結果顯示，服務儀式中的多感官體驗與人際互動對消費者的情感態度具有顯著正向影響，情感態度進而強化品牌忠誠度。同時發現消費者的「尋求多樣化行為」在部分變項間具有調節與仲介效果，顯示不同特質的消費者對儀式設計的感知與反應存在差異。建構了服務儀式感影響品牌忠誠度的多層次機制模型，補足過往理論碎片化的缺陷，並為實務界提供具體建議。研究建議企業在設計服務流程時應強化儀式感的情感價值與互動性，以提升顧客參與感與品牌黏著度。未來可擴展至不同產業與文化背景下驗證儀式感的普適性與適應性。In contemporary marketing strategy, service rituals have increasingly become a key factor influencing consumer experience and brand loyalty. As a marketing design that integrates sensory stimulation, symbolic meaning, and emotional connection, ritualization has been widely applied in retail and experiential service settings. However, empirical research on service rituals remains limited, particularly in terms of systematically exploring their underlying mechanisms. This study uses Jelly Cat themed experience stores as a case to examine how ritualized service processes—through visual, auditory, tactile stimuli, and interactions with service staff—influence consumers’ emotional attitudes, thereby enhancing brand loyalty and willingness to pay a premium.Using a questionnaire survey method, valid samples were collected and analyzed via structural equation modeling (SEM). Results indicate that multisensory experiences and interpersonal interactions within service rituals have a significant positive effect on consumers' emotional attitudes, which in turn reinforce brand loyalty. Moreover, the study finds that consumers' variety-seeking behavior plays both moderating and mediating roles in certain relationships, suggesting that individuals with different personality traits perceive and respond to ritual design in varying ways. This research constructs a multi-level model to explain the influence of service rituals on brand loyalty, addressing theoretical fragmentation in previous studies and offering actionable insights for practice. It is recommended that companies enhance the emotional value and interactivity of service rituals to boost consumer engagement and brand attachment. Future research may expand the model to different industries and cultural contexts to test its generalizability and adaptability.