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

As the number and frequency of brand consumption has risen currently in China, consumers expect that brands could not only satisfy their functional needs, but also bring emotional and spiritual experiences. Thus, how to obtain and garner brand well-being, in which consumers even the whole society experience positive well-being from using and consuming a brand, has been a challenge for both theory and practice. In fact, whether a brand can create well-being, fundamentally depends on a brand’s core values on social responsibility and a brand’s excellent quality. Additionally and necessarily, brand well-being, to some extent, could be shaped by positive interactions between a brand and its consumers. Thus, the current project postulates that the service ritual, which is the prevalence brand-consumer interactions in practice, could create and enhance a brand’s ability to deliver well-being for consumers even the society. Drawing from the interaction ritual chain theory, service rituals refer to a fixed sequence of behaviors that involve symbolic icons and meaningfulness, whereas brands include a series of identifying, integrating, and signaling symbols, indicating the optimal service ritual could form a well-being chain which connects a brand and its consumers. Based on this rationale, the current project draws on the interaction ritual chain theory, proposes and builds the new concept of brand well-being, defines and confirms core elements of service rituals, investigates the relationship between service ritual and brand well-being, and further examines the moderating roles of value co-creation orientation of a corporate and self-brand congruency, aiming at revealing the effect of service rituals on brand well-being and its mechanism. In general, the current project offers novel insights on brands and branding theories, well-being and positive psychology literature, and service management theories, while providing implications for companies how to build and manage their brands.

当前中国品牌消费全线升级，人们期望品牌不仅满足其功能需求，还能带来情感寄托和精神慰藉，因此如何通过品牌为消费者乃至社会谋取更多的幸福和长远利益即品牌福祉，已成为时代的挑战。事实上，品牌能否带来福祉，根本上取决于富有社会责任感的品牌核心价值观和凝聚匠心精神的品牌质量，但还在很大程度上有赖于企业与消费者的良性互动。作为当下企业广泛采用的互动形式之一——服务仪式将可能成为培育和提升品牌福祉的一种有效方式。基于此，本课题拟从互动仪式链理论视角出发，综合运用品牌管理理论、积极心理学和服务管理理论，首次构建品牌福祉的概念和结构，剖析服务仪式的组成要素和关键类型，探讨企业共创导向和自我品牌一致性的调节作用，建构并验证服务仪式和品牌福祉关系的理论模型，深入揭示服务仪式对品牌福祉的影响效应和机理。本课题将有效促进品牌管理、积极心理学、服务管理三领域的融合，在实践上也可为企业扩展和提升品牌建设提供有效指导。

品牌不仅应满足消费者的基本物质和情感需求，带来短暂的欢愉和快乐，更应该为消费者谋取更长远、更崇高的福祉与幸福，成为消费者构建理想自我和理想未来的重要载体。因此，如何进一步丰富品牌的福祉内涵，如何更好地借助服务仪式以传递、提升品牌福祉，是当今品牌建设中的重要课题。本课题通过扎实的企业与消费者实地调研和深度访谈，运用消费者实验、问卷调查、机器学习等各种量化方法，结合互动仪式链理论、积极共鸣理论和感知匹配理论等相关理论，开展了以下研究工作：（1）提炼了品牌福祉的内涵和结构，构建品牌福祉量表；（2）厘清了服务仪式的内涵定义和组成要素；（3）构建了服务仪式影响品牌福祉的总体框架；（4）揭示了服务仪式到品牌福祉的影响机制和调节因素；（5）进行了卓有成效的拓展性研究。本课题有助于企业在构建幸福中国、福祉社会中采取有效的品牌策略，有益于服务仪式的理论拓展和实践指导。