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題名:故事行銷對品牌形象、知覺品質與購買意願影響之研究
作者:陳冠宏
作者(外文):CHEN, KUAN-HUANG
校院名稱:國立雲林科技大學
系所名稱:企業管理系
指導教授:潘立芸
學位類別:博士
出版日期:2020
主題關鍵詞:故事行銷品牌形象知覺品質購買意願Story MarketingBrand ImagePerceived QualityPurchase Intention
原始連結:連回原系統網址new window
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時代變遷帶來行銷觀念的轉變,如今「故事行銷」開始受到行銷領域的關注。本研究以3個實驗法針對消費者進行實驗研究,實驗1針對3個故事類型進行操弄,以便利抽樣的方式,共發出問卷300份,回收有效問卷數,緣起故事96份、功能故事95份、成效故事97份。得到研究結果:不同的故事行銷類型對品牌形象、知覺品質與購買意願有顯著影響。實驗2針對3個故事類型以及有無體驗與產品涉入程度高低進行操弄,以便利抽樣的方式,本研究各發出問卷300份。在體驗部分的問卷方面,回收有效問卷數,緣起故事96份、功能故事94份、成效故事96份。在產品涉入程度的問卷方面,回收有效問卷數,緣起故事96份、功能故事94份、成效故事94份。得到研究結果:體驗與產品涉入程度對不同的故事行銷類型之影響有干擾現象。最後,實驗3針對3個故事類型以及產品類別(實用、享樂)與產品類別(搜尋、信任)進行操弄,以便利抽樣的方式,本研究各發出問卷300份。在實用性產品與享樂性產品部分的問卷方面,回收有效問卷數,緣起故事95份、功能故事93份、成效故事94份。在搜尋型產品與信任型產品部分的問卷方面,回收有效問卷數,緣起故事95份、功能故事93份、成效故事94份。得到研究結果:不同的產品類別對不同的故事行銷類型之影響有干擾現象。根據結果提出建議,以供企業運用不同故事類型來進行行銷手法時,能獲得更確實的預期效應,並針對不同涉入消費者運用不同故事類型,可大幅提升廣告溝通效果,並依據產品類別來注意故事內容,達到最終效益。
Changes in the times have brought about changes in marketing concepts, and now "story marketing" has begun to attract attention in the marketing field. This study uses 3 experimental methods to conduct experimental research on consumers. Experiment 1 is used to manipulate 3 story types. A total of 300 questionnaires are sent out in a convenient sampling method, and the number of valid questionnaires is recovered. There are 96 origin stories and 95 functional stories. 97 copies and effectiveness stories. Obtained research results: different types of story marketing have a significant impact on brand image, perceived quality and purchase intention. Experiment 2 manipulated the 3 story types and the level of experience and product involvement. By way of convenience sampling, this study sent out 300 questionnaires each. Regarding the questionnaires in the experience part, the number of valid questionnaires was recovered, including 96 origin stories, 94 functional stories, and 96 effectiveness stories. In terms of questionnaires related to product involvement, the number of valid questionnaires was recovered, including 96 origin stories, 94 functional stories, and 94 effectiveness stories. Obtained research results: experience and product involvement process interfere with the influence of different types of story marketing. Finally, Experiment 3 manipulated the three story types and product categories (utility, enjoyment) and product categories (search, trust). In a convenient sampling method, 300 questionnaires were sent out in this study. Regarding the questionnaires for practical products and hedonic products, the number of valid questionnaires was collected, including 95 origin stories, 93 functional stories, and 94 effectiveness stories. Regarding the questionnaires for search-type products and trust-type products, the number of valid questionnaires was collected, including 95 origin stories, 93 functional stories, and 94 effectiveness stories. Obtained research results: different product categories interfere with the influence of different story marketing types. Based on the results, suggestions are made so that when companies use different story types for marketing techniques, they can obtain more reliable expected effects, and use different story types for different involved consumers, which can greatly improve the effectiveness of advertising communication. And pay attention to the content of the story according to the product category to achieve the ultimate benefit.
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