創業家如何說故事？組織修辭觀點

本研究從組織修辭觀點出發，探索一個基本但關鍵的研究提問：「創業家如何說故事？」本研究認為「如何」的問題形式，應該從兩種形式，既可針對動詞（如何說？）、亦可針對效果（說得如何？）來理解，據此，研究方法是通過定性的「文本分析」與量化的「實驗調查」來進行。研究者透過定性分析創業故事的文本，觀察文本中訴求的信譽、情感與邏輯，奠基行動順序與比率的分類，繼而提出創業家的七種說故事策略。定量研究結果則是顯示，七種說故事策略如何影響閱聽大眾的認知和講故事的效果，有助於創業家在實際溝通的應用。

關鍵字

創業家；說故事；組織修辭；文本分析；實驗調查法

並列摘要

Adopting the perspective of organizational rhetoric, this study examines a basic but critical question – how do entrepreneurs tell their entrepreneurial stories. This study argues that the how-question should be interpreted by two forms - how to say and how is it. Thus, the research methods were conducted by qualitative text analysis and then following by quantitative experimentation survey. Qualitative analyses of entrepreneurial narratives, which transcribed from the videos uploaded by the organizaer of the “Meet” from “Business Next”. By applying “ethos”, “pathos” and “logos” as the codes, the sequence and ratio categories are identified and then the seven storytelling strategies are proposed. The quantitative findings show how the seven storytelling strategies of an entrepreneurial narratives impact audiences’ cognition and the effectives of storytelling.