Research on scale development of consumption rituals
Journal of Contemporary Marketing Science
ISSN: 2516-7480
Article publication date: 30 June 2021
Issue publication date: 14 July 2021
Abstract
Purpose
The current research aims to develop a measurement scale of consumption rituals. On the basis of literature review and second-hand data, this paper conceptualizes consumption rituals and compiles the initial items. Furthermore, through the scale development process, this paper constructs and verifies the four dimensions of consumption rituals, namely, uniqueness, commitment, ceremoniality and nonfunctionality.
Design/methodology/approach
First, qualitative data gathered in an open interview and secondary data from the Internet were examined, and then they were converted into initial statements. Then researchers refined and evaluated the statements to form the initial items. After two rounds of exploratory factor analysis (EFA), the items were tested and improved to make them clear representatives of the conceptual structure and the final items of the Consumption Ritual Scale were formed. Finally, through confirmatory factor analysis (CFA), the items were retested and revised, and the reliability and validity of the scale were assessed, so as to obtain the final scale.
Findings
Empirical studies show that the scale has good reliability and validity, and has good discriminative validity with related variables (such as the sense of sacredness, sense of participation, feeling of awe, sense of control and sense of identity).
Originality/value
This paper selects rituals in the consumption context as the research object, explores and verifies the conceptual dimension, constructs a four-factor dimensional model and develops a measurement scale of consumption rituals.
Keywords
Acknowledgements
“This article was previously published in Mandarin as [费显政 , 黄雅静. 消费仪式感的量表开发与构成维度研究[J]. 营销科学学报, 2018, 14(3-4合辑): 69-96]. This translation appears here with the permission of the Chinese Marketing Association of Universities.”
Citation
Fei, X., Huang, Y. and Huang, Q. (2021), "Research on scale development of consumption rituals", Journal of Contemporary Marketing Science, Vol. 4 No. 1, pp. 132-160. https://doi.org/10.1108/JCMARS-11-2020-0041
Publisher
:Emerald Publishing Limited
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