分类号密级
U D C 编号10486
硕士学位论文
线上仪式化行为对在线服务体验和评价
的影响研究
——基于角色转变的视角
研究生姓名：马彧超
学号：2018201050324
指导教师姓名、职称：崔楠教授
专业名称：市场营销
研究方向：消费者行为
二〇二一年三月
Research on the Influence of Online Ritualized
Behavior on Online Service Experience and
Evaluation
--A Perspective Based on Role Transition
By Ma Yuchao
Supervised by
Prof.Cui Nan
March,2021
郑重声明
本人的学位论文是在导师指导下独立撰写并完成的，学位论文没有剽窃、抄
袭、造假等违反学术道德、学术规范和侵权行为，否则，本人愿意承担由此而产
生的法律责任和法律后果，特此郑重声明。
学位论文作者（签名）：
年月日
线上仪式化行为对在线服务体验和评价的影响研究——基于角色转变的视角
摘要
数字技术的发展催生了许多新概念，如在线教育、云旅游等。这些新型的
在线服务场景为我们的工作和生活提供了便利，但同时，也存在体验不足的问
题。例如，听网课时，学生面对着移动设备或电脑，有娱乐、学习等诸多选
择，容易分心，学习体验较差；而在云旅游中，游客常常因为身体难以融入虚
拟情境而缺乏身心放松的旅游体验。
在线服务体验感不足的一个重要原因在于消费者难以将身心沉浸到线上情
境中。互联网作为虚拟空间无法触及，个体在从现实世界转向虚拟环境时，常
常缺乏实物线索指引其从现实世界角色过渡到线上情境中的角色，从而难以全
身心投入到在线环境中开展相关活动。
本文提出，线上仪式化行为可以促进消费者的在线服务体验和评价。仪式
化行为是一种象征性的、形式化的活动，通常包含一些固定重复的行为，这些
行为缺乏直接工具性目的。线上的仪式化行为可以帮助用户从现实世界扮演的
角色转变到在线服务情境中的相关角色，从而在线上环境中表现出符合情境的
角色行为，更好融入在线服务过程，最终提升在线服务体验和评价。此外，感
知他人在场可以强化仪式化行为的积极作用。
我们在三个实验中设计并利用了以固定、重复和象征意义为特征的线上仪
式化行为。实验一表明，在云旅游前，执行线上仪式化行为有助于参与者获得
更高的云旅游享受程度和出行意愿。为了验证实验的有效性，实验二选择另一
种在线服务场景——在线教育，作为实验情境，验证只有仪式化的行为可以促
进在线服务体验和评价，并且，这个影响是由角色转变中介的。最后，实验三
表明感知他人在场放大了线上仪式化行为对在线服务体验的积极影响，因为感
知到他人在场时，个体与他人共享了对新角色的预期，加强了仪式化行为的象
征意义。
关键词：线上仪式化行为；角色转变；享受度；感知他人在场
I
线上仪式化行为对在线服务体验和评价的影响研究——基于角色转变的视角
Abstract
With the development of digital technology,many new concepts have been born,such
as online education and cloud tourism.These new online service scenarios provide
convenience for our work and life.However,online services are often perceived as less
enjoyable.For example,when listening to online course,students can choose
entertainment or study on mobile devices or laptops,which easily distracts them and
leads to poor learning experience.In cloud tourism,tourists often lack of physical and
mental relaxation travel experience because their bodies are difficult to integrate into
the virtual situation.
An important reason for less enjoyable is that it is difficult for consumers to immerse
themselves in the online situation.As a virtual space,the Internet is inaccessible.When
individuals transition from a real world to a virtual environment,it is not easy to devote
themselves to the on-line service due to the lack of physical clues to guide them from
real-world roles to roles in online contexts.Thus,it is not easy for them to fully engage
in relevant activities in the online environment.
We propose that enacting online ritualized behaviors can enhance subjective feelings of
enjoyment during online service.Ritualized behavior is a predefined sequence of
symbolic,formalized activity,which often contains some fixed and repetitive behaviors
that lacks direct instrumental purposes.Online ritualized behaviors facilitate role
transition from the real world to the online service context,thereby users can better fit
in the online service process,and ultimately enhancing the online service experience.
In addition,perceiving the presence of others can reinforce the positive effects of
ritualized behavior.
We designed online ritualized behavior characterized by fixed,repetitive,and symbolic
meanings.Experiment 1showed that engaging in a pre-travelling ritual enhance
participants’enjoyment during cloud tourism.In order to verify the validity of the
experiment,Experiment 2chose another online service scenario --online education,
verifying that only rituals can promote online service experience and evaluation.This
effect is mediated by perception of role transition.Finally,Experiment 3showed that
perceiving the presence of others strengthened the positive impact of rituals,because
II