故事行銷的特質對品牌喜好程度及產品購買意願的影響

摘要現今在訊息萬變的時代，行銷觀念已不再是過去傳統以產品為導向的時代，隨著消費模式不斷改變，許多企業也越來越重視消費者與品牌之間的情感價值，開始發展出各種行銷策略，目的就是要增加品牌及產品的顯示度，透過這樣的方式可讓大部分企業營收獲利，因此行銷方式也逐漸演變為多種方式，最常見的會有故事行銷、體驗行銷、內容行銷、部落客行銷、廣告行銷、社群行銷與口碑行銷等等。所以在故事行銷是最能得到企業及消費者的關注，透過訴說自身品牌、產品與消費者溝通，可讓消費者更加能認識該品牌，並可驅使消費者自行搜索品牌及產品相關資訊，以增加購買品牌產品的選擇方式。本研究在故事行銷特質對品牌喜好度及購買意願的行為影響，主要探討問題及目的是著重於了解消費者對於故事的情節內容不同時，故事的特質是否能有效的感動到消費者並得到共鳴，增加消費者對品牌喜好程度及購買意願的影響，其次探討不同心理故事涉入程度對品牌喜好與產品購買意願，是否會產生干擾。採用問卷調查法，回收有效樣本共計250份，以故事特質的6個特質原則(真實性、簡潔性、曲折性、幽默性、引發共鳴、傳遞核心價值)並結合時下實際的品牌、產品故事進行改編以不具名方式了解受測者對於故事性質的感受程度進行了解，以網路問卷調查探討不同類型的故事內容。區分品牌及產品以不同故事情節分為A;B;C;D卷，分類方式以A B分類為品牌類，C D分類為產品類，進行資料分析，共計4種不同故事來辨別不同情節故事特質作為研究主體，以PLS-SEM為本研究主之分析工具，以敘述性統計、信度與效度分析、偏最小平方法將資料進行分析。研究結果顯示：(一) 故事特質原則對品牌喜好程度有顯著正向影響;(二)故事特質原則對產品購買意願有顯著正向影響;(三)故事涉入程度與故事行銷對品牌喜好程度的影響不具有干擾效果;(四) 故事涉入程度與產品購買意願的影響不具有干擾效果。故事行銷主要是在於品牌，擁有故事是最能讓消費者理解及產生共鳴，尤其是在新創品牌更為重要，一般消費者較容易對品牌有著強烈使命感而存在著，就像是能夠從新的品牌中能解消費者問題、改變生活習慣，甚至可以在特定需求提供服務，而故事正是傳達品牌目標的核心角色讓故事更具服性及更有魅力則可以是當代最能深入人心的溝通方式，能讓消費者能在短時間內瞭解，其目的不光可以間接宣傳商品，更是可以增加公司與品牌的能見度不僅是會使人感到動容，背後也隨之而來吸引媒體的爭相報導無限商機，故事涉入程度是心理狀態的變數，當個人被特殊情境或刺激過程中所發的驅動力或關心的程度。

關鍵字

故事特質；品牌喜好程度；品牌故事；產品購買意願；產品故事；故事涉入程度

並列摘要

Abstract Nowadays, in an era of ever-changing information, marketing concepts are no longer product-oriented time in the traditional process in the past. With the continuous change of consumption patterns, many companies are also paying more and more attention to consumer sentiment and value to the brand. Various marketing strategies have been developed to increase the visibility of brands and products. In this way, most companies can make a profit. Therefore, marketing methods have gradually evolved into a variety of methods. The most common ones will be story marketing and experience. Marketing, content marketing, blogger marketing, advertising marketing, community marketing and word-of-mouth marketing, etc. Most can find that story marketing is the one that can get the most attention from companies and consumers. By telling their own brands and products to communicate with consumers, they can make consumers more aware of the brand, and can drive consumers to search for brands to merge. And product related information to increase the willingness to buy branded products. This research focuses on the behavioral impact of story marketing traits on brand preferences and purchase intentions. The main research question and purpose is to explore whether the characteristics of the story can effectively move consumers and resonate when consumers have different story content. To increase consumers' influence on brand preference and purchase intention, and secondly, to explore whether different story involvement levels will interfere with brand preference and product purchase intention. In this study, a questionnaire survey was used to collect a total of 230 valid samples. The six characteristics of story characteristics (authenticity, conciseness, twists, humor, resonance, and delivery of core values) were combined with current brands and products. The story is adapted to understand the subject ’s perception of the nature of the story in an anonymous manner, and to explore the content of different types of stories through an online questionnaire survey. Categorized as a brand, C D as a product, a total of 4 different stories to identify the description of different plots The nature of the story as the main research subject, with PLS-SEM 3.0 as the main analysis tool of the research, which includes narrative statistics, reliability and Validity analysis, structural equation model, analysis of data. The results show that story marketing is mainly about the brand. Owning the story is the most understandable and resonant for consumers, especially in new brands. Consumers are more likely to have a strong sense of mission for the brand, just like It is able to solve consumer problems, change lifestyles, and even provide services for specific needs from the new brand. The story is the core role of conveying the brand’s goals. Making the story more convincing and more charming can be the most contemporary. The in-depth communication method allows consumers to understand in a short time. The purpose is not only to indirectly promote products, but also to increase the visibility of the company and the brand. Not only does it make people feel moving, but it also attracts the media behind it The competing reports of unlimited business opportunities, the degree of involvement of the story is a variable of psychological state, when the individual is driven by a special situation or stimulation process or the degree of concern, the effective questionnaire found that the subjects did not have significant results, so the story Involved in the marketing method of the psychological complex, as a result, it will not be touched, which will affect the driving force of purchase or increase the degree of concern, so it has no effect.