故事真實性、商品性質、商品價格對於品牌形象之影響

Abstract

本論文研究之品牌故事行銷，如今已廣泛應用在各式商品中，企業需於品牌故事上浥注心力，方可加強品牌深植人心之程度，從而改變消費者之購買行為。另一方面，品牌商品依其性質之不同可分為功能性與享樂性商品。消費者對不同價位與不同性質的商品時，心中抱持不同的期許，企業在不同價位與性質的商品上該如何應用故事行銷？此為本研究所探討之重點。 本研究旨在探究品牌故事對消費者認知的品牌形象以及實際購買意願之間的關係，根據過去文獻整理出影響故事之各項要素，並在控制其餘要素不變的情況之下，將故事真實性獨立出來作為本研究操弄之變數，並以功能性商品與享樂性商品為例，探討品牌故事真實性對消費者認知的品牌形象是否存在不同適用性，又是否確實影響到消費者購買行為。本研究選擇具功能性與享樂性的商品各一，給定不同價位，設計具不同真實性的品牌故事讓受試者觀看後，填寫問卷以收集資料。 研究結果發現在不同性質的商品中，使用品牌故事來行銷不僅可確實提升品牌之形象，其間更存在不同的適用性，真實性較高的故事適用於功能性商品；享樂性商品則適用真實性較低的故事，且絕大多數商品都可透過正確使用品牌故事來提升顧客的購買意願。

Storytelling has been used widely for marketing. Companies make an effort to make their brand and product deeply rooted in consumer’s brain through writing a good brand story. According to the literature, there are many elements that make up a story. Since consumer’s anticipation is so different toward distinct characters of product, this article will focus on one of these elements: Truth of a story. This article use 2*2*2 experiment to test if there are statistical significance between different levels of truth (low and high), characters of product (utilitarian products and hedonic products) and different prices of product (low and high). Before the major experiment, this article also design a test which has no brand story support on a product to verify whether brand story is useful to increase brand image or not. The results show there has positive effect on storytelling by writing a brand story with distinct levels of truth, and the level depends on what kind of product companies want to market.