仪式在日常生活中是大量存在的，可以分为公众仪式（如毕业礼）和个人仪式。本项目旨在研究消费者个人仪式如何影响其心理和行为。已有研究表明，仪式感可以使得人们更享受食物，降低失去亲人、爱人以及彩票的悲痛感，并能提高工作绩效。但目前对仪式感的研究仍然较少，且比较分散，本项目将系统地从仪式感形成的三个要素，即象征意义、仪式步骤及其重复性出发，研究仪式感如何影响孤独感、仪式化产品使用意愿以及目标接近错觉。因此，本项目分为三个子项目，研究一提出仪式感会通过增强感知到的生命意义从而降低高孤独者的孤独感，并能增强仪式化产品使用意愿；研究二提出仪式步骤的多少及是否赋予仪式意义会通过影响生命意义感进而影响仪式化产品使用意愿；研究三提出仪式步骤的重复性会影响目标接近错觉，进而影响仪式化产品使用意愿，其中目标重要性起调节作用。对仪式感及其影响进行系统研究可以深化仪式感理论，并为企业了解消费者行为提供了一个新的角度。

Rituals abundantly exist in everyday life and can be divided into public and personal rituals. This project aims to study how consumers’ personal rituals influence their psychology and behavior. Prior research suggests that rituals can increase enjoyment of foods, alleviate grieving for loved ones, lovers, and lottery, and increase performance. However, these studies are still scarce in quantity and scattered. From the perspective of the three factors for rituals to be formed, i.e., symbolic meaning, steps, and step repetition, this project will systematically investigate how rituals influence loneliness, ritual product using intention, and goal progress illusion. Therefore, this project contains three sub-projects. Sub-project 1 proposes that rituals can decrease loneliness through enhanced meaning in life and decreased loneliness will increase ritual product using intention; sub-project 2 suggests that the number of ritual steps and whether giving meaning to rituals can affect meaning in life, which will affect ritual product using intention; sub-project 3 proposes that ritual step repetition can affect goal progress illusion, which will further influence ritual product using intention and goal importance will moderate this relationship. By systematically studying the influence of rituals, this project can deepen our understanding on ritual theory and offer a new perspective for companies to understand consumer behavior.