臺灣博碩士論文加值系統

當消費者自發性地將其對於某品牌、產品的觀感或體驗後的經驗，以故事的型式，在網路上公開闡述，如同病毒一般地影響其他消費者對於該品牌、產品的觀感、評價，甚至其消費決策時，這便產生了本研究所謂的「故事病毒行銷的效應」。故事病毒行銷模式能即時透過網路與其他消費者對話，分享彼此的心得與看法，這是其他行銷模式難以比擬的。此外，這類由消費者在網路上自發性地建構與傳播的品牌、產品的相關訊息，其之所以能如同病毒般地快速而有效地影響其他消費者，主要在於它本身的故事性與即時迴響的內容價值，且消費者也能即時參與訊息(故事)的建構過程，或可同時搜尋其他相關的訊息(故事)，來驗證或強化該訊息(故事)的真實性，以作為其購買決策的參考。

本研究以台灣北部地區民眾為問卷調查的對象，並從消費者訊息搜尋行為，探討故事病毒(品牌、口碑故事病毒)對消費者行為(購買意圖、故事病毒變異、散播故事病毒意圖)的影響。本研究共發放問卷400份，有效回收336份(有效回收率84%)，100%的受訪者有網路的使用經驗，對網路上訊息的看法以部分相信者居多92.5%(311人)。受訪者最關心的故事(訊息)類型前三名依序為使用心得、產品優惠及產品間的差異性比較。參與討論經驗以僅瀏覽(閱讀)文章居多。在受訪者發表文章(包括引用、回應或留言)的主要原因方面，依序為提出個人見解、對產品感到滿意及產品優惠及美學設計。

本研究發現，故事病毒行銷能有效地影響消費者的購買意圖，尤其當消費者購買商品後對其品牌、產品感到滿意時，故事病毒便會產生變異，並被散播開來。此外，一個成功的故事病毒行銷必須具備三種特性：(1)惟有讓消費者認為故事的內容對其是有價值的，其病毒感染力才會發生作用；(2)故事要能讓消費者產生共鳴，必須讓消費者有感同身受的想法，故事病毒才會對消費者產生感染力，進而影響其消費行為；(3)企業、行銷人員需與消費者持續地進行溝通對話，並持續不斷地改善產品與服務，以強化故事病毒的結構，延長故事病毒的感染週期。

This thesis aims to explore an emerging marketing model, which I coin the term ‘story-viral marketing’ to refer to its characteristics, by focusing on how and why consumers become willing to post their consumption experiences on the net, on how and why these experiences can be interpreted as ‘viruses’ functioning and circulating through a variety of story trajectories, and on how and why consumers are to be ‘infected’ by these ‘story-viruses’ in the processes of product/brand information search and of consumption decision making. In this sense, the term ‘story virus’ signifies the virus-like, influential product/brand information represented in the forms of story and circuited through a variety of story trajectories.

My research employs a quantitative approach by conducting a survey of consumers living in Great Taipei Area. 400 people were asked to fill in the questionnaires; yet, 336 questionnaires were successfully completed. Given its random sampling approach, the return rate (84%) seems to be high.

My research argues that only if consumers consider the ‘story-viruses’ they received through the Internet as “valuable”, these ‘viruses’ would infect them. It also suggests that once consumers resonate with the product/brand stories, the story-viruses would exert considerable influence upon their consumption decision making. This thesis comes to the conclusion that for marketers who continually seek to promote their products successfully, it is crucial for them to immediately improve their products and after-sales services by listening carefully to and responding effectively to consumers’ stories of consumption experiences.

目 錄

致謝 I
中文摘要 II
Abstract III
目錄 IV
表目錄 VIII
圖目錄 X
第一章 緒論 1
1.1 研究背景 2
1.1.1 網際網路的普及 2
1.1.2 消費者行為的改變 2
1.2 研究動機 3
1.2.1 故事賦予產品意義並使人產生共鳴的關鍵因素 4
1.2.2 故事病毒行銷模式的驗證 6
1.3 研究目的 6
1.4 研究對象 7
1.5 研究流程 7
1.6 章節架構 8
第二章 文獻探討 9
2.1探討「消費者行為」與「消費者訊息搜尋」的行為 9
2.1.1 訊息搜尋的本質 9
2.1.2 外部訊息來源 10
2.1.3 外部訊息搜尋的影響因素 11
2.1.4 網路資訊搜尋 11
2.2 故事病毒行銷 14
2.2.1 從「說故事」到「故事行銷」 14
2.2.1.1 闡釋「說故事」 14
2.2.1.2 「故事管理」的年代 15
2.2.1.3 「故事行銷」與「品牌故事」的相關論述 16
2.2.2 「故事病毒行銷」模式 19
2.2.2.1 反思「病毒行銷」 19
2.2.2.2 呈現「故事病毒行銷」 21
第三章 研究架構與方法 25
3.1 研究架構與假說 25
3.1.1 消費者訊息搜尋行為與故事病毒行銷關係檢定 26
3.1.2 品牌故事病毒行銷與消費者行為關係檢定 26
3.1.3 口碑故事病毒行銷與消費者行為關係檢定 27
3.1.4 故事病毒行銷與消費者行為關係檢定 27
3.2 問卷設計與研究對象 28
3.3 前測與試測分析 28
3.4 資料分析方法 31
第四章 問卷資料分析 33
4.1 敘述性統計分析 33
4.1.1樣本屬性分析 33
4.1.2衡量題項之敘述性統計分析 41
4.2 探索性因素分析 45
4.3 信度與效度分析 55
4.3.1 信度分析 55
4.3.2 效度分析 59
4.3.2.1 收斂效度分析 59
4.3.2.2 區別效度分析 63
4.4 整體樣本結構方程式模型分析 64
4.4.1 整體模式發展 64
4.4.2 理論模式分析結果 66
4.4.3 各構念間的影響效果分析 68
第五章 結論與建議 72
5.1 研究結論與發現 72
5.1.1 消費者訊息搜尋行為可增強故事病毒的感染力 72
5.1.2 故事病毒行銷可影響消費者行為 73
5.2 管理意涵 73
5.2.1 消費者訊息搜尋行為的改變 73
5.2.2 故事病毒行銷的運用與重要性 74
5.3 研究貢獻 74
5.4 研究限制 75
5.4.1 假設限制 75
5.4.2 資料收集 76
5.5 未來研究方向與建議 76
參考文獻 77
附錄一 問卷內容 84
附錄二 初始驗證性因素分析 89
附錄三 本研究問卷之題項 93

中文部份:
丹茲傑 (Danziger, P. N.) (2007)。M型社會新奢華行銷學(Marketing Luxury to the Masses-As Well as the Classes) (馬志工譯)。台北：臉譜。
西蒙斯(Simmons, A.) (2004)。說故事的力量: 激勵影響與說服的最佳工具 (The Story Factor: Inspiration, Influence and Persuasion through the Art of
Storytelling) (陳智文譯)。 台北: 臉譜出版。
吳明隆 (2007)。結構方程模式AMOS的操作與應用。台北: 五南。
吳明隆 (2009)。SPSS操作與應用：問卷統計分析實務。台北: 五南。
吳昭怡 (2003)。給產品說一個故事。台北: 天下雜誌。
李英明 (2000)。 網路社會學。 台北: 揚智文化。
周皓涵 (2007)， 體驗行銷中的業者與消費者敘事: 以小熊維尼80週年慶為例。未出版碩士論文，世新大學公共關係暨廣告研究所，台北市。
林芬柔 (2000)。日本上網購買年終禮品未見熱潮。取自http://www.find.org.tw/ news_disp.asp?news_id=619
林建邦 (2004)。 打個噴嚏大家都感冒—以病毒行銷觀點探討電子郵件之散播。未出版碩士論文，靜宜大學觀光事業學系，台中縣。
林震岩 (2007)，多變量分析SPSS的操作與應用。台北: 智勝。
林靈宏 (1994)。消費者行為學。台北:五南。
邱皓政 (2002)。量化研究與統計分析。台北: 五南。
阿姆斯壯 (Armstrong, David M.) (1994)。小故事，妙管理 (Managing by Storying Around: A New Method of Leadership) (黃炎媛譯)。 台北: 天下文化。
洪明楓 (2002)。病毒式行銷之應用研究。未出版碩士論文，國立台北大學企業管理系，台北縣。
洛伯特 (Loebbert, M. ) (2005)。故事，讓願景鮮活: 最有魅力的領導方式 (Story Management: Der narrative ansatz fur management und beratung) (吳信如譯)，台北: 商周出版。
高汀 (Godin, S.) (2005)。行銷人是大騙子(All marketers are liars) (張美惠譯)。台北：商智文化。
郭美懿（2005）。新年輕族群消費力驚人 帶動亞洲經濟。Career 就業情報雜誌， 11 月號。
傑洛德 (Zaltman, G.) (2004)。為什麼顧客不掏錢? 解讀消費者心智密碼 (How Customers think: Essential insights into the mind of the market) (余宜芳譯)。 台北：早安財經文化。
創新者的十種角色(2006)。EMBA世界經理文摘，231:6-8頁。
彭明欽 (2001)。病毒行銷原理之初探性研究。未出版碩士論文，國立政治大學科技管理研究所，台北市。
黃光玉 (2005)。說故事打造品牌: 一個分析的架構。國立政治大學廣告系主辦，第十三屆中華民國廣告暨公共關係國際學術與實務研討會，台北市。
黃俊英 (2000)。多變量分析。台北: 華泰文化。
劉一賜（1999）。網站經營教戰守則。動腦雜誌，第278期。
蔣士蘭 (2005)。辨別保養品之非意見領袖中的病毒行銷傳播者。未出版碩士論文，淡江大學企業管理學系，台北縣。

英文部份:
Anderson, Eugene W. (1998), Customer Satisfaction and Word-of-Mouth, Journal of Service Research, 1(1), 5-17.
Anderson, J. C. & Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411-423.
Arms, C. (1990), A New Information Infrastructure, Online, 14, 15-22.
Arndt, Johan (1967). Role of Product- Related Conversations in the Diffusion of a New Product, Journal of Marketing Research, 4, 291-295.
Arndt, Johan (1968). Word-ofMouth Advertising and Perceived Risk. In H. Kassarjian and T. Robertson Glenwood (Eds.), Perspectives in Consumer Behavior, 330-336. Scott, IL: Foresman.
Assael, Henry (1995; 1998). Consumer Behavior and Marketing Action. Cincinnati, Ohio: South-Western College Publishing.
Beatty, Sharon E. & Smith, Scott M. (1987). External Search Effort: An Investigation across Several Product Categories, Journal of Consumer Research, 14, 83-95.
Bettman, James R. (1979). An Information Processing Theory of Consumer Choice. Reading, MA: Addison-Wesley.
Bettman, James R. & Johnson, E. J. & Payne, J. W. (1990). A componential analysis of cognitive effort in choice. Organizational Behavior and Human Decision Processes. 45 (2), 111-139.
Bettman, James R. & Johnson, E. J. & Payne, J. W. (1991). Consumer Decision Making. In T. S. Robertson and H. H.Kassarjian (Eds.), Handbook of Consumer Research. Englewood Cliffs, NJ: Prentice Hall.
Bettman, James R. & C. Whan Park (1980). Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis. Journal of Consumer Research, 7, 234-248.
Brown, G. W. & Denning, S. & Groh, K.; Prusak, L. (2005). Storytelling in
Organizations: Why storytelling is transforming 21st century organizations and
Management. Burlington, MA: Elsevier Butterworth-Heinemann.
Brown, Jacqueline J. & Reingen, Peter H. (1987), Social Ties and Word-of–Mouth
Referral Behavior. Journal of Consumer Research, 14(4), 350-362.
Bruce, Harry (1998), User Satisfaction with Information Seeking on the Internet, Journal of the American Society for Information Science, 49 (6), 541-556.
Brucks, Merrie (1985). The Effects of Product Class Knowledge on Information Search Behavior. Journal of Consumer Research. 12, 1-16.
Bruner, G.W. (1986). Actual Minds, Possible Worlds. Cambridge, MA: Harvard
University Press.
Cavana, Robert Y. & Delahaye, Brian L. & Sekaran, Uma (2001). Applied Business
Research: Qualitative and Quantitative Methods. Hoboken, NJ: John Wiley &
Sons Inc.
Cerf, V. G. (1994). On National Information Infrastructure, Bulletin of the American Society for Information Science.20, 24-25.
Coleman, James S. & Katz, Elihu & Menzel, Herbert (1966). Medical Innovation: A Diffusion Study. Indianapolis, IN: Bobbs-Merrill.
Copeland, Melvin T. (1917). Relation of Consumer’s Buying Habits of Marketing Methods, Harvard Business Review, 1:282-289.
Costley, Carolyn L. & Brucks, Merrie (1992), Selective Recall and Information Use in
Consumer Preferences, Journal of Consumer Research, 18, 464-474.
Crane, F. G. & Lynch, J. E. (1988). Consumer Selection of Physicians and Dentists: An Examination of Choice Criteria and Cue Usage, Journal of Health Care Marketing, 8 (3), 16-19.
Crane, F. G. & Lynch, J. E. (1989). Choice Criteria and Cue Usage in Selecting Lawyers, Journal of Professional of Services Marketing, 5(1), 113-121.
Cunningham, Scott (1967). Perceived Risk as a Factor in Informal Consumer Communications. In D. F. Cox (Ed.). Risk Taking and Information Handling in Consumer Behavior, 265-288. Boston: Harvard University Press.
Dempsey, L. (1993). Research Networks and Academic Information Services: Towards an Academic Information Infrastructure: Part 1. Journal of Information Networking. 1, 1-27.
Denning, S. (2001). The Springboard: How storytelling ignites action in
knowledge-era organizations. Boston: Butterworth Heinemann.
Denning, S. (2005). The leader’s guide to storytelling: Mastering the art and discipline of business narrative. San Francisco: Jossey-Bass.
Escalas, Jennifer Edson (1998). Advertising narratives: What are they and how do they work?. In B. Stern (Ed.), Representing consumers: Voices, Views, and Visions. New York: Routledge & Kegan Paul.
Engel, J. & Blackwell, R. D. & Miniard, P. W. (1993). Understanding the Consumer. Fort Worth, TX: Dryden.
Engel, J. & Blackwell, R. D. & Miniard, P. W. (1995). Consumer Behavior, New York: The Dryden Press.
Engel, J. & Kegerreis, R. & Blackwell, R. (1969). Word-of-Mouth Communication by the Innovator. Journal of Marketing, 33, 15-19.
File, Karen M. & Judd, Ben B. & Prince, Russ Alan (1992). Interactive Marketing: The Influence of Participation on Word-of Mouth and Referrals, Journal of Service Marketing, 6(1), 5-14.
Frieden, Jon B. & Goldsmith, Ronald E. (1988), Correlates of Consumer Information Search for Professional Services, Journal of Professional of Services Marketing, 4(1), 15-29.
Fog, Klaus & Budtz, Christian & Yakaboylu, Baris (2005). Storytelling: Branding in
Practice. Berlin: Springer.
Freiden, J. B. & Goldsmith R.E. (1989). Prepurchase Information-Seeking for Professional Services. Journal of Services Marketing, 3(1), 45-55.
Gefen, D. & Straub, D. W. & Boudreau, M. C. (2000). Structural Equation Modeling and Regression: Guideline for Research Practice. Communications of the Association for Information Systems, 4, 1-70.
Gelb, B. & Johnson, M. (1995). Word-of-Mouth Communication: Causes and Consequences, Journal of Health Care Marketing, Vol.15, No.3,54-58.
Gilly, Mary C. & Graham, John L. & Wolfinbarger , Mary F. & Yale, Laura J. (1998), A Dyadic Study of Interpersonal Information Search, Academy of Marketing Science, 26, 83-100.
Gitomer, J. (2001). Specific characteristics are what make top sales people tops. American City Business Journals, Retrieved November 2, 2005, from
http://houston.bizjournals.com/houston/stories/2001/07/02/smallb2.html
Gremler, Dwayne D. (1994). Word-of-Mouth about Service Providers: An Illustration
of Theory Development in Marketing. In C. Whan Park and Daniel C. Smith,
(Eds.), 1994 AMA Winter Educator’s Conference: Marketing Theory and
Applications, 62-70. Chicago: American Marketing Association.
Gronroos, Christian (2007). In Search of a New Logic for Marketing: Foundations of Contemporary Theory. Hoboken, NJ: John Wiley & Sons, Ltd.
Hair, J. F. Jr., & Anderson, R. E. & Tatham, R. L. & Black, W. C. (1998). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall.
Hansen, Carol D. & Kahnweiler, William M. (1994). Storytelling: An Instrument
for Understanding the Dynamics of Corporate Relationships. Human Relations, 46 (12), 1391-1409.
Hawkins, D. I. & Best, R. J., & Coney, K. A. (1995). In Rev. (Ed.), Consumer Behavior: Implications for Marketing Strategy. Chicago: Irwin.
Howard, John A. & Sheth, Jagdish N. (1969). The Theory of Buyer Behavior, New York: John Wiley.
Howard, Theresa (June 23, 2005). “Viral” advertising spreads through marketing plans. USA Today.
Kahin, B. (1993), Technology and Information Infrastructure. In L. M. Branscomb, (Ed.), Empowering Technology: Implementing a U.S. Strategy, Cambridge, MA: The MIT Press.
Kahin, B. (1995), Internet and the Mational Information Infrastructure. In B. Kahin and J. Keller (Eds.), Public Access to the Inetrnet. Cambridge, MA: The MIT Press.
Katona, George & Mueller, Eva (1955), A Study of Purchase Decisions. In L. H. Clark (Ed.), Consumer Behavior, New York: New York University Press.
Katz, Elihu & Lazarsfeld , Paul E. (1955). Personal Influence, Glencoe, IL: The Free Press.
Keaveney, Susan M. (1995). Customer Switching Behavior in Service Industries: An Exploratory Study. Journal of Marketing. 59,71-82.
Kiel, Geoffrey & Layton, Roger (1981). Dimensions of Consumer Information Seeking Behavior. Journal of Marketing Research, 18, 233-239.
King, Karen W. & James E. Haefner (1988). An Investigation of the External Physician Search Process. Journal of Health Care Marketing, 8(2), 4-13.
LeGrand, Bruce & Udell Jon (1964). Consumer Behavior in the Market Place. Journal of Retailing, 40, 32-48.
Leskovec, Jure & Adamic, Lada A. & Huberman, Bernardo A. (2007). The Dynamics of Viral Marketing. ACM Transactions on the Web (TWEB), 1 (1).
Loudon, David L. & Bitta, Albert J. Della (1993). Consumer Behavior: Concepts and Applications, New York: McGraw-Hill.
Lutz, R. & P. Reilly (1973). An Exploration of the Effects of Perceived Social and Performance Risk on Consumer Information Acquisition. Paper presented at the Fourth Annual Conference of the Association for Consumer Research, Chicago, IL.
Mathews, R., & Wacker, W. (2008). What's your story? : Storytelling to Move Markets, Audiences, People, and Brands. Upper Saddle River, NJ: FT Press.
MaxInnis, Deborah J. & Christine Moorman & Bernard J. Jaworski (1991). Enhancing and Measuring Consumers’ Motivation, Opportunity, and Ability to Process Brand Information From Ads. Journal of Marketing. 55, 32-53.
Murray, Keith B. (1991). A Test of Services Marketing Theory: Consumer Acquisition Activities. Journal of Marketing, 55(1),10-25.
Nunnally, J. C. (1978). Psychometric Theory, New York, NY: McGraw-Hill.
Olshavsky, Richard W., (1985), Towards a More Comprehensive Theory of Choice. In E. Hirschman and M. Holbrook Provo (Eds.), Advances in Consumer Research. UT: Association for Consumer Research.
Olshavsky, Richard W. & Wymer, Walter (1995). The Desire for New Information
From External Sources. In S. Mackenzie and R. Stayman (Eds.), Proceedings of the Society for Consumer Psychology. Bollmington, IN: Printmaster.
Perry, M. & B. Hamm (1969). Canonical Analysis of Relations Between Socioeconomic Risk and Personal Influences in Purchase Decisions, Journal of Marketing Research, 6, 351-354.
Phelps, Joseph E. & Lewis, Regina & Mobilio, Lynne & Perry, David & Raman, Niranjan (2004). Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email, Journal of Advertising Research, 44, 333-348.
Polkinghorne, D.E. (1998). Narrative Knowing and the Human Sciences. Albany,
NY: The State University of New York Press.
Price, Linda & Feick Lawrence (1984). The Role of Interpersonal Sources in External Search: An Informational Perspective, Advances in Consumer Research. 10, 250-255.
Richardson, Matthew & Domingos, Pedro (2002). Mining knowledge-sharing sites for viral marketing. Paper presented at the eighth ACM SIGKDD international conference on Knowledge discovery and data mining, New York, NY.
Robertson, Thomas S. (1971). Innovative Behavior and Communication. New York: Holt, Rinehart & Winston.
Robertson, Thomas S. & Zielinski, Joan & Ward, Scott (1984). Consumer Behavior. Glenview, IL: Scott, Foresman.
Roselius, T. (1971). Consumer Rankings of Risk Reduction Methods. Journal of Marketing, 35, 56-61.
Schiffman, L. G. & Kanuk, L. L. (1991). Communication and consumer behavior. Consumer Behavior. NJ：Prentice-Hall Inc.
Schultz, M. & Hatch, M.J. & Larsen, M.H. (Eds.) (1994). The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand. Oxford& New York: Oxford University Press.
Schmidt, Jeffrey B, & Richard A. Spreng (1996). A Proposed Model of External Consumer Information Search. Academy of Marketing Science, 24, 246-260.
Srinivasan, Narasimhan (1987). A Causal Model of External Search for Information for Durables: A Particular Investigation in the Case of New Automobiles. Unpublished Ph. D. Dissertation. State University of New York, Buffalo, NY.
Stigler, George J. (1961). The Economics of Information, Journal of Political Economy, 69, 213-225.
Stern, B.B. (1998). Introduction: The Problematics of Representation. In B. B. Stern (Ed.), Representing Consumers: Voices, Views and Visions. London& New York: Routledge.
Taylor, Steven S. & Fisher, Dalmar & Dufresne, Ronald L. (2002). The Aesthetics of Management Storytelling, Management Learning, 33(3), 313-330.
Thorelli, Hans B. (1971). Concentration of Information Power Among Consumers. Journal of Marketing Research, 8, 427-432.
Vincent, Laurence (2002). Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Marketing Strategy. New York: Kapalan Publishing.
Udell, J. C. (1966). Prepurchase behavior of buyers of small electrical appliances, Journal of Marketing, 30 (1), 50-52.
Urban, Glenn L. & Hulland John S. & Weinberg, Bruce D. (1993). Premarket Forecasting for New Consumer Durable Goods: Modeling Categorization, Elimination, and Consideration Phenomena, Journal of Marketing, 57, 47-63.
Wilson, Ralph (2000). The Six Simple Principles of Viral Marketing. Web Marketing Today, Issue 70, Retrieved from : http://www.wilsonweb.com/wmt.
Zeithaml, Valarie A. (1981). How Consumer Evaluation Processes Differ between Goods and Services. In J. H. Donnelly and W. R. George (Eds.), Marketing of Services, Chicago: American Marketing Association.

參考網站:
AdRelevance: http: www.adrelevance.com
DoubleClick Club: http://www.doubleclickclub.net/index.php
IAB: http: www.iab.com
Jupiter: http: www.Jupiter.com
Jewish Times: http://www.jewishtimes.com
多寶格廣告主網路廣告運用情形調查結果分析:
http://www.curiobox.com.tw/html/research/on_line1.htm
資訊工業策進會FIND網際網路資訊情報中心: http://www.find.org.tw
資訊工業策進會MIC Online AD 2000: http://mic.iii.org.tw
蕃薯藤2000台灣網路使用調查: http://survey.yam.com/survey2000/index.html