臺灣博碩士論文加值系統

對企業而言，說故事不僅可以傳達公司的信念，更可藉由說故事及戲劇的方式創造企業整體形象的概念以及塑造品牌，並且使顧客在服務場域中產生愉悅且難忘的體驗。本研究主要目的為探討說故事是否會影響消費者的品牌體驗，並進一步探討不同的說故事方式對顧客的品牌體驗是否造成差異及因為說故事而得到的品牌體驗對滿意度及再購意願的影響。
本研究採用實地實驗法，以香連鐵板料理為實驗場域，說故事作為實驗處理，共分為真人口述組、文字敘事組及控制組三個實驗組別，真人口述組接受口說故事的實驗處理，文字敘事組給予文字故事的實驗處理，控制組則不給予任何說故事的媒介。三組樣本數分別為：真人口述組36人、文字敘事組38人、控制組37人，有效問卷共111份。所得之結論如下所示：
一、參與者接收說故事媒介後所產生的品牌體驗感受顯著高於未接受故事媒介前的品牌體驗感受
二、真人口述與文字敘事的說故事方式所引發的品牌體驗感受之間並無顯著差異
三、參與者接受說故事處理後所產生的品牌體驗感受與未接受說故事媒介所獲得的品牌體驗感受皆會影響滿意度。

For enterprises, storytelling is not only an effective management tool, but also a strategy of branding. Story not only communicates the cues of the organization; by working with storytelling and dramaturgy, an organization can create a holistic image of the concept, shape the brand and generate an experience in the servicescape for consumers. The three aims of this study were to, first, understand whether storytelling would be associated with participants’ brand experiences. The second purpose was to investigate the impacts of two different forms of storytelling on the participants’ brand experiences. Moreover, it was to examine the impact of brand experiences brought by storytelling on participants’ dining satisfaction.
The study applied field experiment to fulfill the purposes. The experiment was conducted in Shian-Liang Tapanyaki Restaurant, while storytelling served as a treatment. Besides the control group, the experimental groups included oral storytelling form and written storytelling form. Each one of the 3 groups contained at least 35 participants, therefore, there were totally 111 participants included in the study. Major conclusions were as follows:
1.The degree of brand experiences brought by storytelling was significantly higher than those without storytelling.
2.Neither the oral form nor the written storytelling had significant impact on participants’ brand experience.
3.The brand experiences with storytelling treatment had a significant influence on participants’ satisfaction, as well as those without storytelling treatment.

摘 要 II
Abstract III
目錄 IV
圖目錄 VI
表目錄 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究問題 7
第四節 研究目的 9
第五節 研究流程 10
第二章 文獻回顧 12
第一節 消費者體驗 12
第二節 品牌體驗 19
第三節 故事行銷 23
第三章 研究方法 40
第一節 研究架構 40
第二節 研究變數之操作型定義 41
第三節 研究假說 43
第四節 實驗設計 46
第五節 內外部效度控制 48
第六節 研究場域說明 52
第七節 實驗處理 55
第八節 問卷設計 59
第九節 實驗樣本設計與程序 64
第十節 問卷預試與分析 67
第十一節資料分析方法 70
第四章 資料分析與討論 73
第一節 回收樣本特性分析 73
第二節 品牌體驗、滿意度與控制變數之敘述性統計 75
第三節 說故事與否對消費者品牌體驗差異分析 78
第四節 說故事方式對消費者品牌體驗之差異分析 83
第五節 相關分析 84
第六節 有無說故事的品牌體驗對顧客滿意度的影響 85
第五章 結論與建議 90
第一節 結論 90
第二節 建議 93
第三節 研究限制 97
參考文獻 98
附錄一 正式問卷 108
附錄二 品牌故事文本 110
附錄三 產品故事文本 111

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