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題名：故事行銷要素對Facebook中分享意願之影響
書刊名：行銷評論
作者：欒斌 引用關係／邱于平 引用關係／趙光正
作者(外文)：Luarn, Pin／Chiu, Yu-ping／Chao, Kuang-cheng
出版日期：2013
卷期：10:4
頁次：頁409-423
主題關鍵詞：社群網站；故事行銷；臉書；分享意願；Social network sites；Storytelling marketing；Facebook；Sharing intention
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:42
社群網站的出現，促使新型態的社會互動與協作，也讓資訊在其中傳遞的更快速且有效率。本研究執行實驗設計，探討故事行銷的三要素對Facebook使用者分享意願之影響。研究結果顯示，真實性、結構性與心理性三個故事結構要素仍在Facebook中扮演極為重要的角色，對於分享意願皆有顯著的影響。此外，本研究進一步發現，相較於真實性與結構性要素，心理性要素的故事內容更易影響使用者的分享行為。研究結果提供後續學者一個新的研究參考架構，在實務上也供企業與行銷人員再Facebook中實行說故事行銷時的參考依據。
The proliferation of social network sites has promoted new forms of social interaction and collaboration, which also makes information dissemination more efficiency. This study conducted an experiment design, and discussed the influence of three dimensions of storytelling marketing on sharing intention on Facebook. The results showed that the authentic, structural, and psychological dimensions were all play the important roles that might affect the sharing intention. Moreover, this study further found that compared to authentic and structural dimensions, the psychological one is more easily influence users' behavior. As a result, this study provides a new reference framework of the follow-up scholars from an academic standpoint. In practice, it provides a reference direction of the implementation of storytelling marketing on Facebook for business standpoint.
期刊論文
1.Stern, B. B.(1994)。Classical and Vignette Television Advertising Dramas: Structural Models, Formal Analysis, and Consumer Effects。Journal of Consumer Research，20(4)，601-615。  new window
2.Argo, J. J.、Zhu, R. J.、Dahl, D. W.(2008)。Fact or fiction: An investigation of empathy differences in response to emotional melodramatic entertainment。Journal of Consumer Research，34(5)，614-623。  new window
3.McKee, R.、Fryer, B.(2003)。Storytelling that moves people。Harvard Business Review，81(6)，51-55。  new window
4.Wilson, K.、Fornasier, S.、White, K. M.(2010)。Psychological predictors of young adults' use of social networking sites。Cyberpsychology, Behavior, and Social Networking，13(2)，173-177。  new window
5.Chebat,J.-C.、Vercollier, S. D.、Gelinas-Chebat, C.(2003)。Drama advertisements: Moderating effects of self-relevance on the relations among empathy, information processing, and attitudes。Psychological reports，92(3)，997-1014。  new window
6.Ioffreda, A.、Gargiulo, T.(2008)。Who's telling stories。Communication World，25(1)，37-39。  new window
7.Papadatos, Caroline(2006)。The art of storytelling: how loyalty marketers can build emotional connections to their brands。Journal of Consumer Marketing，23(7)，382-384。  new window
8.Groce, R. D.(2004)。An experiential study of elementary teachers with the storytelling process: Interdisciplinary benefits associated with teacher training and classroom integration。Reading Improvement，41(2)，122-128。  new window
9.Delgadillo, Yvonne、Escalas, Jennifer Edson(2004)。Narrative word-of-mouth communication: Exploring memory and attitude effects of consumer storytelling。Advances in Consumer Research，31(1)，186-192。  new window
10.Sood, S.、Forehand, M.(2005)。On self-referencing differences in judgment and choice。Organizational Behavior and Human Decision Processes，98(2)，144-154。  new window
11.West, P. M.、Huber, J.、Min, K. S.(2004)。Altering Experienced Utility: The Impact of Story Writing and Self- Referencing on Preferences。Journal of Consumer Research，31(3)，623-630。  new window
12.Stern, B. B.(1991)。Who Talks Advertising? Literary Theory and Narrative 'Point of View'。Journal of Advertising，20(3)，9-22。  new window
13.Duan, C.、Hill, C. E.(1996)。The current state of empathy research。Journal of Counseling Psychology，43(3)，261-274。  new window
14.Sujan, M.、Bettman, J. R.、Baumgartner, H.(1993)。Influencing Consumer Judgments using Autobiographical Memories: A Self-referencing Perspective。Journal of Marketing Research，30(4)，422-436。  new window
15.Keenan, A.、Shiri, A.(2009)。and social interaction on social networking websites。Library Review，58(6)，438-450。  new window
16.Edell, J. A.、Burke, M. C.(1987)。The power of feelings in understanding advertising effects。Journal of Consumer Research，14(3)，421-433。  new window
17.Holbrook, M. B.、Batra, Rajeev(1987)。Assessing the Role of Emotions as Mediators of Consumer Response to Advertising。Journal of Consumer Research，14(3)，404-420。  new window
18.Wise, K.、Alhabash, S.、Park, H.(2010)。Emotional Responses During Social Information Seeking on Facebook。Cyberpsychology, Behavior, and Social Networking，13(5)，555-562。  new window
19.Ajzen, Icek(1991)。The Theory of Planned Behavior。Organizational Behavior and Human Decision Processes，50(2)，179-211。  new window
20.Jansen, Bernard J.、Zhang, Mimi、Sobel, Kate、Chowdury, Abdur(2009)。Twitter power: Tweets as electronic word of mouth。Journal of the American Society for Information Science & Technology，60(11)，2169-2188。  new window
21.Folkes, Valerie S.(1988)。Recent attribution research in consumer behavior: a review and new directions。Journal of Consumer Research，14(4)，548-565。  new window
22.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
23.Chu, Shu-Chuan、Kim, Y.(2011)。Determinants of consumer engagement in electronic word-ofmouth (eWOM) in soical networking sites。International Journal of Adverting，30(1)，47-75。  new window
24.Hopkinson, G. C.、Hogarth-Scott, S.(2001)。'What Happened Was ...' Broadening the Agenda for Storied Research。Journal of Marketing Management，17(1/2)，27-47。  new window
圖書
1.Polkinghorne, Donald E.(1988)。Narrative Knowing and the Human Sciences。Albany：The State University of New York Press。  new window
2.Denning, S.(2006)。The leader's guide to storytelling。John Wiley & Sons。  new window
3.Neuhauser, Peg C.(1993)。Corporate legends and lore: The power of storytelling as a management tool。McGraw-Hill。  new window
4.Godin, Seth(2005)。marketers are liars: The power of telling authentic stories in a low-trust world。New York：Penguin。  new window
5.Mathews, R.、Wacker, W.(2008)。What's your story? Storytelling to move markets, audiences, people, and brands。Upper Saddle River, NJ：FT Press。  new window
6.Fog, Klaus、Budtz, Christian、Yakaboylu, Baris(2005)。Storytelling: Branding in practice。Springer。  new window
7.Kotler, Philip、Ang, S. H.、Leong, S. M.、Tan, C. T.(2003)。Marketing management: An Asian perspective。Prentice Hall。  new window
8.Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1995)。Consumer behavior。The Dryden。  new window
9.Fishbein, Martin、Ajzen, Icek(1975)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley Publishing Company。  new window
10.Brown, J. S.、Prusak, L.(2005)。Storytelling in organizations:Why storytelling is transforming 21st century organizations and management。Burlington, MA：Elsevier Butterworth-Heinemann。  new window
圖書論文
1.Escalas, Jennifer Edson(1998)。Advertising narratives: What are they and how do they work?。Representing Consumers: Voices, Views and Visions。Routledge & Kegan Paul。  new window
 
 
 
 
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