說故事能成大事-故事行銷對品牌形象之影響

由於資訊科技的進步以及手機持有的普及化，消費者可藉由更快速、更便利的方式隨時使用網路影音媒體。在此趨勢發展下，有越來越多企業期望借助故事的力量去影響消費者的情感與品牌態度。而故事行銷就順勢成為目前最流行的營銷策略。企業利用流行的視頻共享平台，如YouTube，允許廣泛的用戶立即共享在線視頻，並立即傳播。微電影是短片，可以創造說服力和情感連結與觀眾溝通，從而使它們以更深入的方式，影響閱聽人（即消費者）對於企業的品牌形象。微電影已經成為一個流行和成本效益最佳化的方式。因此，本研究以說故事行銷的觀點結合說服理論和計畫行為理論，藉以瞭解影響閱聽人（即消費者）對於品牌印象的主要因素。本研究透過網路問卷方式進行調查，總共回收314份有效樣本進行研究分析，透過實證研究，使用偏最小二乘法(PLS)方法進行結構方程模型(SEM)分析研究問卷。我們發現，閱聽者對於品牌態度和沉浸對於提升品牌形象均有正向的顯著影響，而認同感對於品牌態度也有間接的影響。其中，故事質量為品牌態度的重要因素，而影響沉浸的兩因子為品牌代言人和故事質量。企業在提升品牌形象時，可依據本研究結果，規劃適合的故事行銷策略以刺激閱聽者對於品牌形象的提升。最後，學術與管理意涵，研究限制與未來研究等討論也提供後續研究者與管理者做為參考。

關鍵字

說故事行銷；微電影；說服理論；計畫行為理論；品牌形象

並列摘要

Due to the advances in information technology and the popularization of mobile phone, consumers can be faster and more convenient to use the network and audiovisual media at any time. In this trend, more and more companies manage to obtain emotional and brand attitude as well as perceptual echoes from consumers by telling particular stories in the advertisements. Storytelling is currently the most popular marketing strategy. Firms make use of popular video-sharing platforms such as YouTube to allow wide range of users to share on-line videos immediately and to spread instantly. Micro-films are short movies that can create persuasive and emotional plots to communicate with audience and thus engage them in a deeper way and influence their image of the brand represented by the films. Micro-film has become a popular and cost-effective way for marketers to catch attention for new product announcement or to shape opinions about brand image. Accordingly, this study aims to explore the main determinants of a micro-film on brand image by developing its theoretical framework on storytelling theory, Elaboration likelihood model and theory of planned behavior. This study questionnaire was surveyed online with a valid sample of 313 respondents. Through empirical study, this proposed model is tested by using structural equation modeling (SEM) approach using the partial least squares (PLS) method. Results indicate that the brand attitude and flow are both strong impacts to brand Image. And, the influence of empathy has indirect impact on brand Image. Additionally, the influence of story quality has direct impact on brand Image. Both the influence of brand endorser and story quality has direct impact on flow. The study findings may serve as a guide for the entrepreneur on marketing strategy to stimulate the enhance the brand image. Finally, implications, limitations and future researched of the research are discussed.