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標題: 產品如何說故事? 以資訊不對稱之產品分類為例
How to Tell a Good Story across Search- Experience- Credence Products?
作者: Lee, Yu-Jen
關鍵字: 說故事;Storytelling;資訊不對稱;品牌態度;Information asymmetry;Brand attitude
出版社: 科技管理研究所
Storytelling is the most useful communicational tool for a long time and has widely application in children education and organizational communication. The main purpose “communication” in storytelling is also a critical role in marketing. Producers could transmit what they want to express to consumers through products in a storytelling way and then to touch off consumers' identification to purchase them. This study discovers that there are three key factors of storytelling in marketing, which are authentic, concise and connected. If products speak “right” stories through these factors, they could transmit correct information to consumers and arouse positive brand attitude successfully.
Through the level of information asymmetry, this study divides products into search, experience and credence attribute and attempts to conclude which storytelling could communicate with consumers in different products effectively. Moreover, it could make consumers have positive brand attitude for products at the same time.
This study uses convenience sampling to choose useful samples based on university and graduate students and concludes the relationship between storytelling and product classification through experimental design. The results indicates that authenticity has more effect on search and experience attribute than credence attribute; conciseness has more effect on experience and credence attribute than search attribute and connectedness has more effect on search attribute than experience and credence attribute.

說故事(Storytelling)長久以來可說是最有利的溝通工具,當中說故事最主要的目的 --- 溝通,在行銷上亦扮演重要的角色。透過說故事的方式,生產者透過產品向消費者傳遞欲傳達的內容,進而引起消費者的認同並購買。本研究發現,在行銷中說故事的關鍵要素有真實的、簡潔的與關聯的。透過以上要素,如果產品能夠說 “對” 的故事,就能成功地向消費者傳遞正確的訊息並產生正向的品牌態度。
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