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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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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.
其他識別: U0005-0607200716554800
Appears in Collections:科技管理研究所

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