服務性廣告:故事性行銷如何影響廣告效果? 以涉入與快樂功能品為干擾

Does Storytelling Affect Advertising Effect? Involvement and Utilitarian/Hedonic Service as Moderator

張筱珮(Chang, Hsiao Pei)

指導教授 ： 丘宏昌

國立清華大學/科技管理學院/科技管理研究所/碩士(2015年)

摘要

人們天性愛聽故事， 故事行銷在電視媒體廣告上應用普遍性高，並成為品牌行銷重要一環。服務業日漸重要，但服務的無形性、易逝性等性質，與產品相比，更加難展現商品特性。敘事廣告的理解性和說服力，成為消費者作為建構故事與資訊處理時，自我辨識的媒介。論文內容致力於探討針對服務業時，故事型廣告在不同涉入程度、不同功能品享樂品下，彼此互相影響下的廣告效果。
本文以實驗設計(DOE)方法，設計8種不同情境，包含財務投資服務、高級餐廳、婚紗攝影與健身房的平面廣告。透過問卷抽樣與統計假說檢定、線性迴歸分析驗證假說。研究內容包含服務與故事行銷的基本定義、文獻探討、實驗、與主效果和交互作用分析。
根據研究顯示，故事型廣告行銷廣告比非故事型廣告有較佳廣告效果。此外，在產品涉入的干擾下，產品涉入性較高時，故事型廣告行銷比非故事型廣告效果好；產品涉入性較低時，故事型與非故事型廣告效果無顯著差異。
在功能品享樂品的干擾下，服務類別是享樂品時，故事型廣告行銷比非故事型廣告效果好；服務類別是功能品時，非故事型廣告行銷廣告比故事型廣告效果好。

關鍵字

故事行銷 ； 服務業 ； 涉入性 ； 實驗設計 ； 線性迴歸 ； 功能品/享樂品

並列摘要

People by nature love stories. Storytelling is widely used in commercial media advertising, and become an important part of brand marketing. Importance of service is growing, but its intangible and perishable characteristics made it difficult to demonstrate features. Story’s comprehension and persuasion in advertising, made the role of stories or narratives in information processing and story construction as a vehicle for consumer self-identification. Research is aim to explore story form advertising effectiveness at different levels of involvement and different service type on service marketing. In this paper, using design of experiments (DOE) method to develop eight different scenario print ads, including the financial investment services, luxury restaurant, wedding photography and Gym. Hypotheses were examined through questionnaires sampling and statistical linear regression analysis. According to studies, the more story form advertising has better advertising effectiveness than less story form advertising. In addition, when regard product involvement as moderator. When higher involvement with product, more story form advertising has better advertising effectiveness than less story form advertising; in the contrast, when lower involvement with product, more story form advertising and less story form advertising effectiveness has no significant difference. Regarding service type as moderator, more story form advertising has better advertising effectiveness than less story form advertising on hedonic service. On the contrary, less story form advertising has better advertising effectiveness than more story form advertising on utilitarian service.

並列關鍵字

storytelling ； service ； involvement ； design of experiement (DOE) ； liner regression ； utilitarian/hedonic

參考文獻

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