臺灣博碩士論文加值系統

故事，最容易傳遞訊息的方式，甚至擁有打動人心的神奇威力。企業自身的品牌故事，或是透過故事型廣告，對內可以激勵員工、鞏固企業文化；對外可以吸引顧客、強化品牌忠誠度。然而，扣人心弦的故事該具備哪些要素呢？本研究主要探討構成故事的四個要素：真實性、簡潔性、曲折性、關聯性，這四個要素分別透過認知和情感中介，進而影響品牌態度。除此之外，故事聆聽者自身的特性亦有可能影響故事要素的權重。本研究採實驗設計，首先先將全體受訪者進行研究，接著根據性別和人格特質將受訪者分成若干群體，再分析群間差異與群內差異。

研究發現，四個故事要素皆對品牌態度有顯著影響。進一步進行比較，發現真實性的影響較簡潔性大；關聯性的影響較曲折性大；認知的影響較情感大，顯示在低度信任的時代，消費者還是會理性的進行選擇。另外，進行性別的比較後，不論男性或女性，結果皆與沒有顯著差異；人格特質則只有開放性（Openness）與神經質（Neuroticism）出現顯著差異，認知在擁有開放性特質的群體中特別有效，簡潔性和關聯性在神經質的群體較無影響力。

Prior research has provided huge evidence for the alchemy of storytelling. Recently, more and more firms pay attention to inspire employees as well as to attract customers through a brand story or a story-form advertising. This study offers the four key elements which are concluded to constitute a compelling story. Four elements include authenticity, conciseness, reversal and connectedness. Further, study examines how elements of story differ in customer characteristics affect brand attitude through cognition and affect. Gender and personality traits were used to distinguish participants into several groups. A 2 × 2 × 2 × 2 between-subjects design will be conducted to test the hypotheses in both studies in this paper.

The results indicate that all elements of story are significant respectively. In addition, the correlation between authenticity and cognition was proved higher than that between conciseness and cognition; the correlation between connectedness and affect was proved higher than that between reversal and affect; cognition was proved more influential to brand attitude than affect to brand attitude. The result also shows that there are no differences between male and female groups. Furthermore, the findings reveal that only two personality traits (openness and neuroticism) have significantly differences. Cognition is more influential on brand attitude under high openness. Most of the correlations across groups of neuroticism are significantly different, besides the correlation between conciseness and cognition as well as connectedness and affect.

Contents
1. Introduction 1
2. Theoretical Issues 4
2.1 Brand Attitude 4
2.2 Story 6
2.2.1 Storytelling 6
2.2.2 Story-Form Advertising 6
2.3 Elements of Story 7
2.3.1 Authenticity 8
2.3.2 Conciseness 10
2.3.3 Reversal 11
2.3.4 Connectedness 12
2.4 Gender Difference 13
2.4.1 Attitude 13
2.4.2 Elements of Story 14
2.5 Personality Traits 15
2.6 Theoretical Framework 17
3. Methodology 18
3.1 Design and Procedure 18
3.2 Measures 19
3.2.1 Authenticity 19
3.2.2 Conciseness 19
3.2.3 Reversal 20
3.2.4 Connectedness 20
3.2.5 Cognition 21
3.2.6 Affect 21
3.2.7 Brand Attitude 21
3.2.8 Personality Traits 23
3.3 Pretest 25
3.4 Subjects and Data Collection 25
4. Data Analysis 27
4.1 Model Assessment and Results 27
4.1.1 Manipulation Checks 27
4.1.2 Measurement Model 27
4.1.3 Structural Model 28
4.1.4 Relative Effects of the Elements and Mediators 29
4.1.5 Mediation Effects 30
4.2 Gender Difference 31
4.2.1 Differences between Groups 32
4.2.2 Differences within Groups 32
4.3 Personality Traits 33
4.3.1 Differences between Groups 33
4.3.2 Openness 35
4.3.3 Neuroticism 35
4.3.4 Differences within Groups 36
5. Conclusion 38
5.1 Discussion 38
5.2 Managerial Implications 39
5.3 Limitation and Future Directions 40
References 42

Index of Tables
Table 1 Items and Cronbach’s Alpha of each Construct 22
Table 2 Items and Cronbach’s Alpha of each Traits 24
Table 3 Valid Questionnaires of each Scenario 26
Table 4 Fit Statistics of Mediation Effects 31
Table 5 Factor Loadings of Two Gender Groups 32
Table 6 The Results of Personality Groups 34
Table 7 Relative Effects of the Elements and Mediators 37

Index of Figures
Figure 1 Theoretical Framework 17
Figure 2 Structural Model 29

Index of Appendix
Appendix 1 Advertising I 52
Appendix 2 Advertising II 53

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