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題名 故事衝突的程度對於品牌態度與信任的影響-產品種類的干擾效果
The Impact of Brand Story-Conflict on Brand Attitude and Trust: The Moderating Effects of Product Type作者 王之佑
Wang, Chih Yu貢獻者 邱志聖
Chiou, Jyh Shen
王之佑
Wang, Chih Yu關鍵詞 故事元素
故事衝突
產品衝突
產品種類
相信品
搜尋品
Elements of story
Conflict of story
Product type
Credence goods
Search goods日期 2011 上傳時間 22-Jul-2013 10:11:41 (UTC+8) 摘要 故事能夠深入人心，為因應數位行動平台的蓬勃發展，廠商將自家品牌產品的故事應用在微電影、微小說…等新式廣告手法在近年來競相而出，「故事行銷」儼然成為品牌商在行銷應用上的新寵。另一方面，品牌產品依據屬性的不同可大致分為三個種類：搜尋品、經驗品與相信品。消費者在不同種類產品上因為能力與動機的不同，在產品上投入的成本亦不盡相同，故事行銷在不同種類的品牌產品應用上是否能夠一概而論？實屬本研究所探討的一大重點。本研究旨在分析如何能夠有效將故事行銷應用在不同種類的品牌產品上。在進入研究主題前，本研究整理了過去文獻，並將故事一般化地拆解成四大元素：訊息(Message)、衝突(Conflict)、故事角色(Characters)與故事劇情(Plot)。接著，在限制其他因素不變之下，操弄衝突這項故事元素，並以相信品、搜尋品為例，探測不同衝突大小的品牌故事對於不同種類的產品是否存具有不同的適用性。本研究採2(故事衝突程度：大、小) ╳ 2(產品種類：相信品、搜尋品)的二因子實驗，加上兩組不同產品種類的無故事版本控制組，共分6組。本研究發現，品牌故事的植入對於品牌產品是有幫助的，且衝突程度不同的品牌故事對於不同種類的產品存在著適用上的差異性。在相信品的應用上，消費者對於品牌產品的整體信任感可藉由衝突程度較大的品牌故事來提升；在搜尋品的應用上，衝突程度較大的品牌故事對於品牌產品的整體喜好、整體觀感以及整體信任感皆有負向的影響。整體來看，相信品較適用於衝突程度較大的品牌故事；搜尋品的故事衝突程度則不宜過大。關鍵字：故事元素、故事衝突、產品種類、相信品、搜尋品
Storytelling is a powerful tool for marketing, with the explosive growth of social media and content marketing, more and more companies have begun to paint a picture of their culture and values toward their target customers through storytelling. According to the literature, there are four elements that make up the core basis of storytelling: Message, Conflict, Characters and Plot. These elements can be mixed, matched and applied in variety of ways depending on the context in which the story is told, and company’s purpose. This article focus on manipulating one of these elements: Conflict, using 2 ╳ 2 factorial design to test if there are statistical significance between different degrees of conflicts(high level, low level) and different types of products (search goods, credence goods), on the other hand, this article also set contral groups which without brand story to see if storytelling really makes the difference to customer behavior or not.From what has been discussed, this article finds out that storytelling is significantly good for branding; the result of this article also tells about that the higher level of brand story-conflict creates higher level of the overall trust between brand product and customers on credence goods; on the other hand, the higher level of brand story-conflict decreases the overall trust, preference and perception between brand product and consumers on search goods.Key words:Elements of story, Conflict of story, Product type, Credence goods, Search goods參考文獻 英文部分Adaval, R., & Wyer, R. S. (1998). The role of narratives in consumer information processing. Journal of Consumer Psychology, 3, pp. 207-245. Arnould, E. J., & Wallendorf, M. (1994). Market-oriented ethnography: interpretation building and marketing strategy formulation. Journal of Marketing Research, 484-504. Bagozzi, R., & Nataraajan, R. (2000). The year 2000:Looking forward. Psychology&Marketing, 17, 1-11. Bartholomew, C. (1977). The man in the closet. Boston: The Writer Inc.Bruner, J. (1990). Acts of meaning. . Harvard Business School Press.Cronbach, L. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334. doi: 10.1007/bf02310555Escalas, J. E. (1998). What are they and how do they work? Representing consumers: Voices, views, and visions, 267. Fog, K., Budtz, C., Munch, P., & Blanchette, S. (2010). Storytelling Branding in Practice Denmark Springer Fournier, S. (1998). Consumers and their brands:Developing relationship theory in consumer research. Journal of Consumer Research, 24, pp. 303-315. Godin, S. (2005). All marketers are liars. USA: Portfolio. Guber, P. (2007). The four truths of the storyteller. Harvard Business Review, 85(12), 52. Hiltunen, A. (2002). Aristotle in Hollywood:The Anatomy of successful storytelling Bristol,UK: Intellect Books.Hirschman, E. C. (1986). Humanistic inquiry in marketing research: philosophy, method, and criteria. Journal of Marketing Research, 237-249. Holt, D. B. (2003). What becomes an icon most? Harvard Business Review, 3, pp. 43-49. Holt, D. B., & Thompson, C. J. (2004). Man‐of‐action heroes: The pursuit of heroic masculinity in everyday consumption. Journal of Consumer Research, 31(2), 425-440. Kelly, T., & Littman, J. (2008). The ten faces of innovation:IDEO`s strategies for beating the devil`s advocates &driving creativity throughout your organization 台北市: 大塊文化.McKee, R. (2003). Storytelling That Moves People：A Conversation with Screenwriting Coach Robert McKee. Harvard Business Review 6, pp. 51-55. McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and Validating Trust Measures for E-Commerce: A integrative Typology. information Systems Research, 13(3), 334-359. Nelson, P. (1970). Information and Consumer Behavior. Journal of Political Economy, 78(2), pp. 311-329. Nelson, P. (1974). Advertising as information. Journal of Political Economy, 81, pp. 729-754. Papadatos, C. (2006). The art of storytelling :how loyalty marketers can build emotional connections to their brands. Journal of Consumer Marketing Rukeyser, M. (1996). The life of poetry: Paris Press Ashfield, Massachusetts.Schiffman, L. G., & Kanuk, L. L. (2004). Consumer Behavior. New Jersey: Prentice-Hall Inc.Sherman, J. (1993). Shaping the Short Story. 106 (1), pp. 14-16. Weick, K. E. (1995). Sensemaking in organizations. Thousand Oaks,CA:Sage. Woodside, A. G., Sood, S., & E.Miller, K. (2008). When Consumers and Brands Talk：Storytelling Theory and Research in Psychology and Marketing Psychology&Marketing 25(2), 97-145. Wylie, A. (1998). Story telling: A powerful form of communication. Communication World, 15(3), pp. 30-32. Zemke, R. (1990). Storytelling: Back to a basic. Training Magazine, pp. 44- 48.中文部分邱志聖. (2009). 滾動吧，品牌TW！——行銷全球的贏家策略. 台北市: 天下文化.邱志聖. (2010). 策略行銷分析：架構與實務應用 三版. 台北市: 智勝文化.邱志聖. (2011). 行銷研究 實務與理論應用 三版. 台北市: 智勝文化.陳怡如. (2012 ). 行動×社群=微世代商機，微=大利時代來臨！. 數位時代, 5月號, pp. 48-72. 描述 碩士
國立政治大學
國際經營與貿易研究所
99351024
100資料來源 http://thesis.lib.nccu.edu.tw/record/#G0993510241 資料類型 thesis dc.contributor.advisor 邱志聖 zh_TW dc.contributor.advisor Chiou, Jyh Shen en_US dc.contributor.author (Authors) 王之佑 zh_TW dc.contributor.author (Authors) Wang, Chih Yu en_US dc.creator (作者) 王之佑 zh_TW dc.creator (作者) Wang, Chih Yu en_US dc.date (日期) 2011 en_US dc.date.accessioned 22-Jul-2013 10:11:41 (UTC+8) - dc.date.available 22-Jul-2013 10:11:41 (UTC+8) - dc.date.issued (上傳時間) 22-Jul-2013 10:11:41 (UTC+8) - dc.identifier (Other Identifiers) G0993510241 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/58915 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易研究所 zh_TW dc.description (描述) 99351024 zh_TW dc.description (描述) 100 zh_TW dc.description.abstract (摘要) 故事能夠深入人心，為因應數位行動平台的蓬勃發展，廠商將自家品牌產品的故事應用在微電影、微小說…等新式廣告手法在近年來競相而出，「故事行銷」儼然成為品牌商在行銷應用上的新寵。另一方面，品牌產品依據屬性的不同可大致分為三個種類：搜尋品、經驗品與相信品。消費者在不同種類產品上因為能力與動機的不同，在產品上投入的成本亦不盡相同，故事行銷在不同種類的品牌產品應用上是否能夠一概而論？實屬本研究所探討的一大重點。本研究旨在分析如何能夠有效將故事行銷應用在不同種類的品牌產品上。在進入研究主題前，本研究整理了過去文獻，並將故事一般化地拆解成四大元素：訊息(Message)、衝突(Conflict)、故事角色(Characters)與故事劇情(Plot)。接著，在限制其他因素不變之下，操弄衝突這項故事元素，並以相信品、搜尋品為例，探測不同衝突大小的品牌故事對於不同種類的產品是否存具有不同的適用性。本研究採2(故事衝突程度：大、小) ╳ 2(產品種類：相信品、搜尋品)的二因子實驗，加上兩組不同產品種類的無故事版本控制組，共分6組。本研究發現，品牌故事的植入對於品牌產品是有幫助的，且衝突程度不同的品牌故事對於不同種類的產品存在著適用上的差異性。在相信品的應用上，消費者對於品牌產品的整體信任感可藉由衝突程度較大的品牌故事來提升；在搜尋品的應用上，衝突程度較大的品牌故事對於品牌產品的整體喜好、整體觀感以及整體信任感皆有負向的影響。整體來看，相信品較適用於衝突程度較大的品牌故事；搜尋品的故事衝突程度則不宜過大。關鍵字：故事元素、故事衝突、產品種類、相信品、搜尋品 zh_TW dc.description.abstract (摘要) Storytelling is a powerful tool for marketing, with the explosive growth of social media and content marketing, more and more companies have begun to paint a picture of their culture and values toward their target customers through storytelling. According to the literature, there are four elements that make up the core basis of storytelling: Message, Conflict, Characters and Plot. These elements can be mixed, matched and applied in variety of ways depending on the context in which the story is told, and company’s purpose. This article focus on manipulating one of these elements: Conflict, using 2 ╳ 2 factorial design to test if there are statistical significance between different degrees of conflicts(high level, low level) and different types of products (search goods, credence goods), on the other hand, this article also set contral groups which without brand story to see if storytelling really makes the difference to customer behavior or not.From what has been discussed, this article finds out that storytelling is significantly good for branding; the result of this article also tells about that the higher level of brand story-conflict creates higher level of the overall trust between brand product and customers on credence goods; on the other hand, the higher level of brand story-conflict decreases the overall trust, preference and perception between brand product and consumers on search goods.Key words:Elements of story, Conflict of story, Product type, Credence goods, Search goods en_US dc.description.tableofcontents 第一章 緒論 - 7 -第一節 研究動機 - 7 -第二節 研究目的 - 8 -第三節 研究程序 - 9 -第二章 文獻探討 - 11 -第一節 故事行銷 - 11 -壹、 說故事(The Storytelling) - 11 -貳、 故事的元素 - 13 -第二節 產品種類 - 16 -第三節 研究概念 - 18 -第四節 研究假設 - 20 -第三章 研究設計 - 21 -第一節 變數的定義與衡量 - 21 -壹、 故事衝突 - 21 -貳、 產品種類 - 21 -第二節 問卷的設計與資料蒐集 - 22 -壹、 實驗前測問卷 - 22 -貳、 正式問卷與實驗設計 - 23 -第三節 研究的信度與效度分析 - 24 -第四章 研究結果 - 26 -第一節 整體概念與分析架構 - 26 -第二節 問卷結果分析 - 27 -壹、 品牌故事植入的影響 - 27 -貳、 故事衝突大小對於相信品與搜尋品的適用性 - 30 -第五章 結論與建議 - 40 -第一節 研究結果 - 40 -第二節 行銷意涵與建議 - 41 -第三節 研究限制與未來研究建議 - 42 -第四節 研究貢獻 - 42 -附錄 - 47 -問卷 - 47 - zh_TW dc.format.extent 1638579 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0993510241 en_US dc.subject (關鍵詞) 故事元素 zh_TW dc.subject (關鍵詞) 故事衝突 zh_TW dc.subject (關鍵詞) 產品衝突 zh_TW dc.subject (關鍵詞) 產品種類 zh_TW dc.subject (關鍵詞) 相信品 zh_TW dc.subject (關鍵詞) 搜尋品 zh_TW dc.subject (關鍵詞) Elements of story en_US dc.subject (關鍵詞) Conflict of story en_US dc.subject (關鍵詞) Product type en_US dc.subject (關鍵詞) Credence goods en_US dc.subject (關鍵詞) Search goods en_US dc.title (題名) 故事衝突的程度對於品牌態度與信任的影響-產品種類的干擾效果 zh_TW dc.title (題名) The Impact of Brand Story-Conflict on Brand Attitude and Trust: The Moderating Effects of Product Type en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 英文部分Adaval, R., & Wyer, R. S. (1998). The role of narratives in consumer information processing. Journal of Consumer Psychology, 3, pp. 207-245. Arnould, E. J., & Wallendorf, M. (1994). Market-oriented ethnography: interpretation building and marketing strategy formulation. Journal of Marketing Research, 484-504. Bagozzi, R., & Nataraajan, R. (2000). The year 2000:Looking forward. Psychology&Marketing, 17, 1-11. Bartholomew, C. (1977). The man in the closet. Boston: The Writer Inc.Bruner, J. (1990). Acts of meaning. . Harvard Business School Press.Cronbach, L. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334. doi: 10.1007/bf02310555Escalas, J. E. (1998). What are they and how do they work? Representing consumers: Voices, views, and visions, 267. Fog, K., Budtz, C., Munch, P., & Blanchette, S. (2010). Storytelling Branding in Practice Denmark Springer Fournier, S. (1998). Consumers and their brands:Developing relationship theory in consumer research. Journal of Consumer Research, 24, pp. 303-315. Godin, S. (2005). All marketers are liars. USA: Portfolio. Guber, P. (2007). The four truths of the storyteller. Harvard Business Review, 85(12), 52. Hiltunen, A. (2002). Aristotle in Hollywood:The Anatomy of successful storytelling Bristol,UK: Intellect Books.Hirschman, E. C. (1986). Humanistic inquiry in marketing research: philosophy, method, and criteria. Journal of Marketing Research, 237-249. Holt, D. B. (2003). What becomes an icon most? Harvard Business Review, 3, pp. 43-49. Holt, D. B., & Thompson, C. J. (2004). Man‐of‐action heroes: The pursuit of heroic masculinity in everyday consumption. Journal of Consumer Research, 31(2), 425-440. Kelly, T., & Littman, J. (2008). The ten faces of innovation:IDEO`s strategies for beating the devil`s advocates &driving creativity throughout your organization 台北市: 大塊文化.McKee, R. (2003). Storytelling That Moves People：A Conversation with Screenwriting Coach Robert McKee. Harvard Business Review 6, pp. 51-55. McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and Validating Trust Measures for E-Commerce: A integrative Typology. information Systems Research, 13(3), 334-359. Nelson, P. (1970). Information and Consumer Behavior. Journal of Political Economy, 78(2), pp. 311-329. Nelson, P. (1974). Advertising as information. Journal of Political Economy, 81, pp. 729-754. Papadatos, C. (2006). The art of storytelling :how loyalty marketers can build emotional connections to their brands. Journal of Consumer Marketing Rukeyser, M. (1996). The life of poetry: Paris Press Ashfield, Massachusetts.Schiffman, L. G., & Kanuk, L. L. (2004). Consumer Behavior. New Jersey: Prentice-Hall Inc.Sherman, J. (1993). Shaping the Short Story. 106 (1), pp. 14-16. Weick, K. E. (1995). Sensemaking in organizations. Thousand Oaks,CA:Sage. Woodside, A. G., Sood, S., & E.Miller, K. (2008). When Consumers and Brands Talk：Storytelling Theory and Research in Psychology and Marketing Psychology&Marketing 25(2), 97-145. Wylie, A. (1998). Story telling: A powerful form of communication. Communication World, 15(3), pp. 30-32. Zemke, R. (1990). Storytelling: Back to a basic. Training Magazine, pp. 44- 48.中文部分邱志聖. (2009). 滾動吧，品牌TW！——行銷全球的贏家策略. 台北市: 天下文化.邱志聖. (2010). 策略行銷分析：架構與實務應用 三版. 台北市: 智勝文化.邱志聖. (2011). 行銷研究 實務與理論應用 三版. 台北市: 智勝文化.陳怡如. (2012 ). 行動×社群=微世代商機，微=大利時代來臨！. 數位時代, 5月號, pp. 48-72. zh_TW
