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研究生:姜怡安
研究生(外文):CHIANG, YI-ANN
論文名稱:社群媒體之故事行銷、調節焦點與口碑行銷 對廣告效果之影響-以臉書貼文為例
論文名稱(外文):The Influence of Storytelling Marketing, Regulatory Focus, and Word-of-mouth Marketing on the Advertising Effectiveness in Social Media – Facebook Posts.
指導教授:林耀南林耀南引用關係
指導教授(外文):Lin, Yao-Nan
口試委員:邱發忠劉上嘉
口試委員(外文):Chiu, Fa-ChungLiu, Shang-Chia
口試日期:2019-05-31
學位類別:碩士
校院名稱:輔仁大學
系所名稱:企業管理學系管理學碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:95
中文關鍵詞:社群媒體行銷故事行銷調節焦點口碑行銷廣告效果
外文關鍵詞:Social mediastorytelling marketingregulatory focusword-of-mouth marketingadvertising effectiveness
相關次數:
  • 被引用被引用:4
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故事行銷近年來成為了社群媒體廣告中重要的一環。再者,調節焦點常被廣泛的運用於廣告訊息當中,以便企業針對不同訴求來達到其廣告效果。而隨著網路與社群媒體的盛行,網路口碑之強度更成為顧客在消費前仰賴的參考,亦會影響廣告效果,故使企業們更為重視。然而,過往研究有關口碑的衡量方式尚未有明確的定義,且無上述變項直接探討其相關性。
故本研究旨在探討社群媒體廣告中,以故事行銷類型 (有故事行銷/無故事行銷)、調節焦點類型 (促進焦點/預防焦點) 與不同程度之口碑行銷 (高口碑行銷/低口碑行銷) 等各項變數之關聯性與對廣告效果的影響。並採用2*2*2之實驗設計,以社群媒體使用者為研究樣本,欲觀察受測者在觀看上述不同訴求廣告後的反應。
本研究結果為:(1) 有故事行銷較無故事行銷之廣告有較佳廣告效果;(2) 高口碑行銷較低口碑行銷之廣告有較佳的廣告效果;(3) 當有故事行銷之情況下,促進焦點與預防焦點之廣告效果無差異;(4) 當無故事行銷之情況下,高口碑行銷比低口碑行銷有較佳的廣告效果;(5) 當高口碑行銷之情況下,促進焦點較預防焦點之廣告有較佳的廣告效果;(6) 當低口碑行銷之情況下,促進焦點與預防焦點之廣告效果無差異。最後,本研究根據上述研究結果,提供學術與實務在社群媒體貼文廣告設計上之參考。

The purpose of this study is to discuss the influence of storytelling marketing (narrative/non-narrative), regulatory focus (promotional focus/ prevention focus) and word-of-mouth marketing (high/low) on the advertising effectiveness of the Facebook posts. This study was analyzed by the experimentation methods, 3-way ANOVA. The results of this study showed that: (1) Narrative ads has higher advertising effectiveness than non-narrative ads.; (2) High word-of-mouth marketing ads has higher advertising effectiveness than low word-of-mouth marketing ads.; (3) Under the circumstances of narrative ads, promotion focus ads and prevention focus ads have no differences in the advertising effectiveness.; (4) Under the circumstances of non-narrative ads, high word-of-mouth marketing ads has higher advertising effectiveness than low word-of- mouth marketing ads.; (5) Under the circumstances of word-of-mouth marketing ads, promotion focus ads has higher advertising effectiveness than prevention focus ads.; (6) Under the circumstances of low word-of-mouth marketing, promotion focus ads and prevention focus ads have no differences in the advertising effectiveness.
目錄
頁次
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 5
第貳章 文獻探討 6
第一節 社群媒體行銷 6
第二節 故事行銷 15
第三節 調節焦點 24
第四節 口碑行銷 32
第五節 廣告效果 40
第六節 研究假設 44
第參章 研究方法 49
第一節 研究架構與研究假設 49
第二節 研究變項之定義與操作說明 50
第三節 實驗設計 54
第肆章 研究結果 56
第一節 研究樣本 56
第二節 信度分析 57
第三節 假設驗證結果 58
第伍章 研究結論及未來展望 63
第一節 討論與結論 63
第二節 管理實務與建議 69
第三節 研究限制與未來建議 71

參考文獻 73
附錄一、正式問卷 89
附錄二、各版本廣告設計圖 93

表 目 錄
頁次
表2-2-1故事定義彙整 16
表2-2-2故事行銷定義彙整 21
表2-3-1調節焦點定義彙整 27
表2-4-1口碑傳播定義彙整 33
表2-4-2網路口碑傳播定義彙整 35
表4-1-1本研究有效樣本之人口統計表 56
表4-2-1廣告效果量表之信度分析表 57
表4-3-1故事行銷、調節焦點與口碑行銷交互作用之效果 58
表4-3-2故事行銷對廣告效果之影響 59
表4-3-3調節焦點對廣告效果之影響 59
表4-3-4口碑行銷對廣告效果之影響 60
表4-3-5調節焦點對廣告效果之影響 (高口碑行銷) 62
表4-3-6調節焦點對廣告效果之影響 (低口碑行銷) 62
表5-1-1假設驗證之結果彙整 63

 圖 目 錄
頁次
圖2-3-1解釋促進焦點的心理變數 26
圖2-3-2解釋預防焦點的心理變數 26
圖3-1-1研究架構 49
圖3-2-1有故事行銷、促進焦點、高口碑行銷之說明 51
圖3-2-2無故事行銷、預防焦點、低口碑行銷之說明 52
圖4-3-1口碑行銷與調節焦點之交互作用圖 61


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