基于扎根理论的祈福消费行为影响因素分析
An Analysis of the Influencing Factors of Blessing Consumption Behavior Based on Grounded Theory

福文化是中国优秀的传统文化，祈福是由福文化演变而来的一种传统习俗。了解祈福消费行为的影响因素，利于抓住消费者购买需求，帮助企业制定营销策略，做好文化的赓续和弘扬。本文基于扎根理论的开放式、主轴式和选择式编码三个步骤，采用访谈法进行资料收集和归纳；提出了心理价值、认知价值、仪式感、敬畏感、传统习俗、祭品态度、消费情境、产品品质、消费需求、价格和注重环保11个范畴；归纳出影响祈福消费行为的心理因素、文化因素、市场因素和社会因素，建立祈福消费行为影响因素模型并进行解释。最后，结合该模型从4P角度为企业提出四点可行性建议。
Blessing culture is an excellent traditional culture in China, and praying for blessing is a traditional custom evolved from blessing culture. Understanding the influencing factors of blessing consumption behavior is conducive to grasping consumers' purchase demand, helping enterprises to develop marketing strategies and carrying forward cultural development. Based on the open, spindle and selective coding steps of grounded theory, this article adopts interview method to collect and summarize relevant data; puts forward 11 categories that include the psychological value, cognitive value, rituals, awe, tradition, sacrifice attitude, product quality, consumer demand, consumption situation, price, and pay attention to environmental protection; further comes up with the psychological factors, cultural factors, market factors and social factors which affect consumer's blessing consumption behavior. A model of the influencing factors in the consumer's blessing consumption behavior was therefore set up and explained. In the end, we raise four feasible suggestions from the perspective of 4P for the company.？