关键词:  , 仪式, 消费仪式感, 神圣感, 消费者参与

Abstract: Ritualization is becoming increasingly prevalent in the marketing practice. However, the extant literature has paid little attention to the internal dimensions of ritualization, as well as its measurement. The current research aims to develop measurement scale of perceived ritualization in consumption. The perceived ritualization in consumption refers to a feeling which occurs in the consumption rituals. Drawing from the previous research and the online secondary data, the authors conceptualize the perceived ritualization in consumption and compile the initial items. Next, the authors develop and validate the scale by using the exploratory factor analysis and confirmatory factor analyses. Specifically, the perceived consuming ritualization scale includes four dimensions: uniqueness, devotion, etiquette and unnecessaries. Across studies, results show that the scale is reliable, valid, and distinct from other related constructs, including sacredness, consumer engagement, awe, sense of control and brand recognition.

Key words: Ritual, Perceived Ritualization in Consumption, Sacredness, Consumer Engagement