目前國內文化創意產業蓬勃發展,且種類廣泛多元,但皆有一致的共通點, 即發展文創需要說故事的能力。然縱觀學界,探討故事行銷之議題尚不多見。緣 此,本研究欲以故事行銷作為方法,去探討文創產業注入故事的元素後,是否能 有效提升消費者的品牌印象及品牌態度,再進而提升其購買意願;另一方面,探 討不同類型的故事行銷對品牌形象是否造成不同的影響。本研究經實證發現: 1. 故事行銷的敘事結構顯著正向影響功能性品牌形象 2. 故事行銷的內容價值顯著正向影響象徵性品牌形象 3. 故事行銷的相關程度顯著正向影響經驗性品牌形象 4. 故事的類型強調品牌與人的故事,對品牌形象的影響大於其他類別的故事 5. 品牌形象各構面(功能性、象徵性、經驗性)顯著正向影響品牌態度 6. 品牌態度顯著正向影響購買意願 關鍵詞:說故事、故事行銷、品牌形象、品牌態度、購買意願
A wide variety of cultural and creative industries are booming currently with one common trait: the development of culture and creativity requires the ability of storytelling. Throughout the academic realm, research about story marketing is limited. Therefore, this study attempts to 1) investigate whether cultural and creative industries enhance the customers’ brand image, brand attitude and purchase intention via applying story-telling marketing strategy; and 2) explore whether different types of story marketing lead to different effects on brand image. The empirical findings of this study are: 1. Narrative structure of the story marketing significantly affects functional brand image. 2. Value of content of the story marketing significantly affects symbolic brand image. 3. Relevance of the story marketing significantly affects experiential brand image. 4. Stories emphasizing brand and people have greater effects than any other types of stories. 5. Different dimensions of brand image, either functional, symbolic, or experiential, significantly affects brand attitude. 6. Brand attitude significantly affects purchase intention. Key words: storytelling, story marketing, brand image, brand attitude, purchase intention
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