Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22172
標題: 故事型廣告之研究-以搜尋品、經驗品為例
A Study of Story-Form Advertising across Search-Experience Goods
作者: 郭懿筑
Kuo, Yi-Chu
關鍵字: 故事型廣告;Story-form advertising;故事;真實性;簡潔性;衝突;幽默;storytelling;narratives;authenticity;conciseness;conflict;humor
出版社: 科技管理研究所
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摘要: 
廣告一直是行銷溝通中最為人使用的工具之一,而故事的特質(娛樂、導引、告知和說服)正好可達成廣告的目的。故事型廣告的運用越來越普遍,透過故事型的廣告,生產者向消費者傳遞各種訊息。近年來,陸陸續續有學者研究故事型廣告的議題,然而,很少有研究探討故事的特質,究竟是故事中的何種因素打動消費者,故事如何影響消費者對廣告的態度,又在何種品類之下,運用哪些故事因素特別有效。
文獻回顧發現,故事中關鍵的要素有四:真實性、簡潔性、衝突、幽默。本研究主要探討這四個要素,分別透過認知和情感中介,進而影響廣告態度及品牌態度。本研究採實驗設計,分別進行研究一及研究二;研究一針對搜尋品,研究二則是以經驗品為產品;研究發現,在搜尋品之下,真實、簡潔、幽默,透過認知和情感對廣告態度及品牌態度造成影響。在經驗品的情況下,只有真實、衝突、幽默對廣告態度及品牌態度的影響是顯著的。另外,兩群樣本的比較顯示,真實在經驗品的影響大於在搜尋品的影響,但幽默對兩群產品同樣有效,並沒有顯著對某類產品特別有效。研究發現,真實及幽默是四個因素中最重要的兩項因素,不論是搜尋品或經驗品都能對消費者態度有顯著影響,而搜尋品廣告故事另外也需重視故事的簡潔性;經驗品的廣告故事則可以在故事中加入衝突的情節,進而正面影響消費者的廣告態度及品牌態度。

Advertising has long been the most pervasive tool used in marketing communication. Storytelling which entertains, instructs, informs and persuades readers has the function coincides with the goal of advertising. Recently, there has been some research done based on story-form advertising but only few of them have done empirical studies to explore important elements in the story. Even though some of them have been empirically studied, little focuseson story elements which contribute to story quality. This study attempts to examine which elements are essential to narrate a good story, and to explore which elements of story are more critical under which product category.
According to previous studies, four key elements are concluded to constitute a compelling story. These elements include authenticity, conciseness, conflict and humor. These elements through the intervening effects of affect and cognition influence attitude toward the ad and brand attitude. A 2 2 2 2 between-subjects design will be conducted to test the hypotheses in both studies in this paper. Study one was done based on search goods, while Study two was conducted under experience goods. The results indicate that authenticity and humor are significant under search product and experience product. Conciseness is only significant when adopted in story-form ads of search products, and conflict is significant in story-form ads of experience products. In addition, the analysis between groups reveals authenticity is more important to form positive attitude under experience products.
URI: http://hdl.handle.net/11455/22172
其他識別: U0005-0607200716554800
Appears in Collections:科技管理研究所

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