企業長期以來面臨的挑戰是如何將產品包裝推廣給一般消費者,提高消費者的購買意願?部份業者會選擇透過故事,傳達產品資訊進而傳遞品牌精神與價值觀。然而,面對產品又該如何選擇合適的故事類型,才能達到有效的廣告溝通效果?本研究以FCB矩陣為干擾變數,搭配四種品牌故事,進行實驗操作,採用問卷調查法,以台灣北、中、南部之大學生為受測對象,共有4×4=16種廣告訴求,符合本研究所設計之品牌故事與受測者所認定故事類型相符共有762份。研究結果顯示:(1) 品牌故事類型對廣告溝通效果具有顯著正向影響;(2)廣告態度與產品態度對購買意願具有顯著正向影響;(3)涉入程度對品牌故事類型與廣告溝通效果之影響關係具有調節作用;(4)理性/感性對品牌故事類型與廣告溝通效果之影響關係不具有調節作用;(5)FCB矩陣對品牌故事類型與廣告溝通效果之影響關係產生調節作用。
Enterprises have long faced the challenge of how to promote to the general consumer product packaging, increasing consumer willingness to buy? Part of the industry will choose through a story that conveys product information and then deliver the brand spirit and values. However, faced with how should select the appropriate product type of story, in order to achieve effective advertising communication effects? In this study, FCB model interference variables, with four kinds of brand story, experimental operation, the use of questionnaires, Taiwan North, Central, South of students as test subjects, a total of 4 × 4 = 16 kinds of advertising appeals, in line with the Institute of design brand story with subjects that matches the type of story identified a total of 762 copies. The results showed: (I) Brand Story type of advertising has a significant positive impact on communication effectiveness. (II) Advertising attitude and product attitude and purchase intention has a significant positive effect. (III) Involvement on brand Story types and the impact of advertising communication effect relationship has a regulatory role. (IV) Thinking / feeling on brand story types and the impact of advertising communication effect relationship does not have a regulatory role. (V) FCB model brand story types and effects of the impact of advertising communication relations regulation.
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