日常文化儀式感對節慶伴手禮消費者滿意度與地方依附之影響：以「自然造物」品牌為例

The Impact of Cultural Ritual Sense on Consumer Satisfaction and Place Attachment with Festive Gifts: A Case Study of the“Made in Natural”

在華人文化中，節慶伴手禮承載著深厚的文化意涵和儀式感，能夠在節慶活動中促進消費者與節慶文化的情感連結。隨著消費者對節慶儀式感需求的增加，現代節慶伴手禮更強調設計感與創意。精緻的設計和品牌故事可以提升禮品的價值與吸引力，亦能促進銷售並推動地方觀光發展。文化儀式感在其中扮演著關鍵角色，深化消費者對節慶文化的認同與參與感。然而，目前缺乏針對文化儀式感的研究量表。因此，本研究透過建構新的測量工具，探討文化儀式感對節慶伴手禮消費者滿意度與地方依附（包含地方依賴與地方認同）的影響。研究結果顯示，文化儀式感可顯著提升消費者滿意度，並透過地方認同發揮部分中介作用；相對地，地方依賴雖可被文化儀式感正向預測，其對滿意度的直接影響未達顯著水準，顯示地方依附兩構面在中介機制中具有異質性。此結果顯示，品牌在設計與推廣節慶伴手禮時，應特別強化文化儀式感元素，以提升顧客體驗並增強對地點的認同感。本研究成果可為觀光產業、文化產品設計與品牌行銷策略提供參考，並為後續研究奠定理論與實務基礎。

In Chinese culture, festive gifts embody profound cultural meanings and a strong sense of ritual, fostering emotional connections between consumers and traditional celebrations. As consumer demand for ritualistic experiences in festive contexts increases, modern festive gifts place greater emphasis on design and creativity. Exquisite designs and compelling brand narratives can enhance the perceived value and appeal of these gifts, thereby boosting sales and promoting local tourism. Cultural ritual plays a critical role in this process by deepening consumers’identification with and participation in festive culture. However, existing research lacks a validated scale for measuring cultural ritual in product design. To address this gap, the present study developed a new measurement scale and investigated the impact of cultural ritual on consumer satisfaction and place attachment—comprising both place dependence and place identity—within the context of festive gift products. The results indicate that cultural ritual significantly enhances consumer satisfaction and exerts a partial mediating effect through place identity. In contrast, while place dependence is positively predicted by cultural ritual, it does not significantly influence satisfaction, highlighting the heterogeneous roles of the two dimensions of place attachment within the mediation process. These findings suggest that incorporating cultural ritual elements in the design and promotion of festive gifts can improve consumer experience and strengthen emotional bonds with local culture. This study provides practical insights for tourism-related industries, cultural product design, and branding strategies, and establishes a theoretical foundation for future research.