儀式性消費對消費者幸福感的影響：情感依附的中介⾓⾊與品牌擬⼈化的調節作⽤

Abstract

近年來，消費者幸福感逐漸成為行銷領域的重要研究議題。然⽽現有⽂獻多集中於物質消費、體驗價值與社會⽐較等面向，較少從⽇常消費中的「儀式感」探討幸福感的來源。此外，品牌與幸福感之間的情感連結也尚未被充分說明。為回應此一理論空缺，本文以「儀式性消費」為切入點，建構一套從品牌情境出發的幸福感提升機制，並提出「情感依附」作為中介變項，以及「品牌擬人化」作為調節變項，形成完整的研究架構。透過本研究中的兩項實驗驗證此架構。實驗一顯示，儀式性消費可有效提升消費者的幸福感，且情感依附為其中的部分中介機制。實驗二進一步將品牌擬人化納入作為調節變項，結果發現，儘管高擬人化品牌有助於增強情感連結，儀式性消費對情感依附的正向影響反而在低擬人化條件下更為顯著，此反向調節效果可能來自於情感飽和或注意力分散所致。本研究結果除補足幸福感與品牌連結之理論空缺，亦提供行銷實務上之品牌設計與顧客情感經營之建議。

While consumer well-being has received increasing attention in marketing research, existing studies have largely focused on material consumption, experiential value, and social comparison. Surprisingly, little attention has been paid to the role of everyday ritualistic consumption in enhancing well-being. Moreover, the emotional connection between brands and well-being remains underexplored. To address this gap, this research proposes a theoretical framework in which ritualistic consumption (X) influences well-being (Y), mediated by emotional attachment (M), and moderated by brand anthropomorphism (W).Two experiments were conducted to test this framework. Experiment 1 demonstrated that ritualistic consumption significantly enhances consumer well-being, and emotional attachment partially mediates this effect. Experiment 2 further incorporated brand anthropomorphism as a moderator. Interestingly, the positive impact of ritualistic consumption on emotional attachment was stronger under low anthropomorphism conditions, suggesting a reverse moderation effect possibly due to emotional saturation or divided attention.These findings contribute to well-being literature by highlighting the brand-related emotional pathway and offer practical implications for brand strategy and emotional design.