請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/78016
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 陳鴻基 | |
dc.contributor.author | Pei-Jung Su | en |
dc.contributor.author | 蘇珮容 | zh_TW |
dc.date.accessioned | 2021-07-11T14:39:45Z | - |
dc.date.available | 2022-02-21 | |
dc.date.copyright | 2017-02-21 | |
dc.date.issued | 2017 | |
dc.date.submitted | 2017-02-03 | |
dc.identifier.citation | 一、中文部分
1. Foster. (1978). 小說面面觀(李文彬譯). 台北市:志文出版社. 2. 王存國, 戴基峰, 和王凱. (2004). 影響消費者接受線上購物傾向之探討-結合慎思行動理論以及交易成本理論. 資訊管理學報, 11(1), 113-137. 3. 王金云. (2012). 受眾满足理論視域下微電影的發展. 新聞世界, (7), 244-245. 4. 吳凱琳. (2007). 說個好故事 更有說服力. Cheers 雜誌, 279-145. 5. 肖媛媛. (2012). “微电影” 廣告傳播效果分析. 新闻傳播, 9, 018. 6. 周皓涵 (2006). 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,世新大學公共關係暨廣告學系碩士論文. 7. 林士煉. (2014). 故事型廣告效果之研究-以客委會為例,淡江大學資訊傳播學系碩士班學位論文. 8. 林佩蓉. (2008). 從顧客權益面探討部落格之說故事行銷應用,國立東華大學企業管理學系碩士班學位論文. 9. 林楷鈞和俞佩吟.(2013). FCB 模式運用於微電影之研究.中華印刷科技年報, 287-312. 10. 徐仁全. (2012). 做, 對自己最好的关键决定. 民風, 8. 11. 康初莹. (2011). “微” 传播时代的微电影营销模式解读. 新闻界, 7, 77-79. 12. 張夢曉. (2012). 新媒體環境下微電影的傳播學分析. 大眾文艺: 學術版, (20), 169-169. 13. 張鴻. (2012). 說故事的商機 微電影行銷 觸動你心. 14. 郭美懿. (2005). 行銷, 就是說個好故事. Career: 職場情報誌, 351, 92-95. 15. 郭倩. (2012). 微电影的傳播解讀及發展方向浅析. 前沿, 11, 178-180. 16. 陳映竹. (2012). 網友購物行為調查.財團法人資訊策進會.取自 http://bytsai. mtwww. mt. au. edu. tw/ezcatfiles/b127/img/img/135575628. pdf. 17. 陳泰明 (2003). 說故事與隱性知識(上). KM技術情報電子報,5. 18. 彭杏珠. (2009). 六招讓你溝通無往不利. 遠見雜誌. 19. 黃光玉. (2006). 說故事打造品牌:一個分析的架構. 20. 黃秀蓉. (2012),微電影的商機與效益:廣告的新興行銷手法. 21. 黃振家. (2013). 主題型廣告, 系列廣告與微電影廣告之效果比較研究: 以客委會廣告為例,淡江大學大眾傳播學系碩士班學位論文. 22. 劉中薇. (2010). 說故事了沒?:打動人心, 實現夢想的關鍵能力. 圓神出版社有限公司. 23. 劉慧, & 陳尚榮. (2012). 微傳播” 语境下的 “微電影. 湖南大眾傳媒職業技術學院學報, (6), 49-52. 24. 蔡琰. (2000). 電視劇:戲劇傳播的敘事理論. 台北: 三民. 25. 燕春蘭. (2012). 論微电影營销. 现代商贸工業, 24(18), 66-67. 26. 嚴幸美. (2007). 品牌故事的魔力與消費意義,世新大學公共關係暨廣告學研究所碩士論文. 二、英文部分 1. Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3), 102-120. 2. Aaker, D. A., & Equity, M. B. (1991). Capitalizing on the Value of a Brand Name. New York. 3. Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control. Springer Berlin Heidelberg. 4. Ajzen, I. (1989). Attitude structure and behavior. Attitude structure and function, 241-274. 5. Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. 6. Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. 7. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. 8. Angst, C. M., & Agarwal, R. (2009). Adoption of electronic health records in the presence of privacy concerns: the elaboration likelihood model and individual persuasion. Mis Quarterly, 33(2), 339-370. 9. Bagozzi, R. P., & Phillips, L. W. (1982). Representing and testing organizational theories: A holistic construal. Administrative Science Quarterly, 459-489. 10. Bailey, K. (2008). Methods of social research. Simon and Schuster. 11. Bhattacherjee, A., & Sanford, C. (2006). Influence processes for information technology acceptance: An elaboration likelihood model. MIS Quarterly, 30(4), 805–825. 12. Bruner, G. C. (1990). Music, mood, and marketing. the Journal of marketing, 94-104. 13. Buil, I., de Chernatony, L., & Martinez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122. 14. Chaudhuri, A. (1999). Does brand loyalty mediate brand equity outcomes? Journal of Marketing Theory and Practice, 7(2), 136-146. 15. Chen, H., Wigand, R. T., & Nilan, M. (2000). Exploring web users' optimal flow experiences. Information Technology & People, 13(4), 263-281. 16. Cheng, X., & Liu, J. (2012). Exploring Interest Correlation for Peer-to-Peer Socialized Video Sharing. Acm Transactions on Multimedia Computing, Communications and Applications, 8(1), 5:1-5:20. 17. Chou, T. J., & Ting, C. C. (2003). The role of flow experience in cyber-game addiction. CyberPsychology & Behavior, 6(6), 663-675. 18. Costanzo, P. J., & Goodnight, J. E. (2005). Celebrity Endorsements: Matching Celebrity and Endorsed Brand in Magazine Avertisements. Journal of Promotion Management, 11(4), 49-62. 19. Csikszentmihalyi, M. (1975). Play and intrinsic rewards. Journal of humanistic psychology. 20. Csikszentmihalyi, M. (1990). The domain of creativity. 21. D'Alessandro, S., & Chitty, B. (2011). Real or Relevant Beauty? Body Shape and Endorser Effects on Brand Attitude and Body Image. Psychology & Marketing, 28(8), 843-878. 22. Delgadillo, Y., & Escalas, J. E. (2004). Narrative word-of-mouth communication: Exploring memory and attitude effects of consumer storytelling. NA-Advances in Consumer Research, 31. 23. Denzin, N. K. (1989). Interpretive interactionism. Applied social research methods series. 24. Eisenberg, N., & Strayer, J. (1987). Critical issues in the study of empathy. 25. Escalas, J. E. (2004). Narrative Processing: Building Consumer Connections to Brands. Journal of Consumer Psychology, 14(1/2), 168-180. 26. Escalas, J. E., & Stern, B. B. (2003). Sympathy and empathy: Emotional responses to advertising dramas. Journal of Consumer Research, 29(4), 566-578. 27. Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 382-388. 28. Freedberg, D., & Gallese, V. (2007). Motion, emotion and empathy in esthetic experience. Trends in cognitive sciences, 11(5), 197-203. 29. Ghani, J. A., & Deshpande, S. P. (1994). Task characteristics and the experience of optimal flow in human—computer interaction. The Journal of psychology, 128(4), 381-391. 30. Hair, J. F., Anderson, R. E., Tatham, R. L., & William, C. (1998). Multivariate data analysis. 31. Hankins, M., French, D., & Horne, R. (2000). Statistical guidelines for studies of the theory of reasoned action and the theory of planned behaviour. Psychology and Health, 15(2), 151-161. 32. Ho, P. L., Chiu, S. S., Chan, M. Y., Ang, I., Chow, K. H., & Lau, Y. L. (2011). Changes in nasopharyngeal carriage and serotype distribution of antibiotic-resistant Streptococcus pneumoniae before and after the introduction of 7-valent pneumococcal conjugate vaccine in Hong Kong. Diagnostic microbiology and infectious disease, 71(4), 327-334. 33. Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion; psychological studies of opinion change. 34. Huhtamo, E. (2010). On the origins of the virtual museum. Museums in a Digital Age, 121-135. 35. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. the Journal of Marketing, 1-22. 36. Kotler, P. (1997). Marketing management: analysis, planning, implementation, and control, 9th ed, New Jersey: Prentice-Hall. 37. Kotler, P. 1991, Marketing Management ‐ Analysis, Planning, Implementation and Control, 7th ed., Prentice‐Hall, Englewood Cliffs, NJ. 38. Kotler, P., Ang, S. H., & Tan, C. T. (1996). Marketing and Management: An Asian Perspective. 39. Kruitbosch, G., & Nack, F. (2008). Broadcast yourself on YouTube: really? In Proceedings of the 3rd ACM international workshop on Human-centered computing, 7-10. ACM. 40. Lee, A. Y., Keller, P. A., & Sternthal, B. (2010). Value from regulatory construal fit: The persuasive impact of fit between consumer goals and message concreteness. Journal of Consumer Research, 36(5), 735–747. 41. Lee, D. Y., & Lehto, M. R. (2013). User acceptance of YouTube for procedural learning: An extension of the Technology Acceptance Model. Computers & Education, 61, 193-208. 42. Lee, G., & Xia, W. (2011). A longitudinal experimental study on the interaction effects of persuasion quality, user training, and first-hand use on user perceptions of new information technology. Information & Management, 48(7), 288–295. 43. Lee, W.-K. (2012). An elaboration likelihood model based longitudinal analysis of attitude change during the process of IT acceptance via education program. Behaviour & Information Technology, 31(12), 1161-1171. 44. Loebbert, M. (2003). Storymanagement: der narrative Ansatz für Management und Beratung. Stuttgart: Klett-Cotta. 45. Maxwell, R., & Dickman, R. (2007). The elements of persuasion: Use storytelling to pitch better, sell faster & win more business. Collins. 46. Mccracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321. 47. McKain, S. (2004). All business is show business. TN: Rutledge Hill Press. 48. McKee, R. (2003). Storytelling That Moves People. Harvard Business Review, 81(6), 51-55. 49. Narayanan, M., Asur, S., Nair, A., Rao, S., Kaushik, A., Mehta, D., Athalye, S., Malhotra, A., Almeida, A., & Lalwani, R. (2012). Social Media and Business, Vikalpa: The Journal for Decision Makers, 37(4), 69-111. 50. Neal, R. M. (2000). Markov chain sampling methods for Dirichlet process mixture models. Journal of computational and graphical statistics, 9(2), 249-265. 51. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52. 52. Penn, M., & Zalesne, E. K. (2007). Microtrends: The small forces behind tomorrow's big changes. Twelve. 53. Petty, R. E., & Cacioppo, J. T. (1984). The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion. Journal of personality and social psychology, 46(1), 69. 54. Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. New York, MA: Springer-Verlag. 55. Petty, R. E., Cacioppo, J. T., & Goldman, R. (1981). Personal Involvement as a Determinant of Argument-Based Persuasion. Journal of Personality and Social Psychology, 41(5), 847-855. 56. Ren, J., Chung, J. E., Stoel, L., & Xu, Y. (2011). Chinese dietary culture influences consumers' intention to use imported soy‐based dietary supplements: an application of the theory of planned behaviour. International Journal of Consumer Studies, 35(6), 661-669. 57. Rice, D. H., Kelting, K., & Lutz, R. J. (2012). Multiple endorsers and multiple endorsements: The influence of message repetition, source congruence and involvement on brand attitudes. Journal of Consumer Psychology, 22(2), 249-259. 58. Rivis, A., & Sheeran, P. (2003). Descriptive norms as an additional predictor in the theory of planned behaviour: A meta-analysis. Current Psychology, 22(3), 218-233. 59. Rogers, C. R. (1961). The process equation of psychotherapy. American journal of psychotherapy. 60. Sengupta, J., & Fitzsimons, G. J. (2000). The effects of analyzing reasons for brand preferences: disruption or reinforcement? Journal of Marketing Research, 37(3), 318-330. 61. Sengupta, J., Goodstein, R. C., & Boninger, D. S. (1997). All cues are not created equal: Obtaining attitude persistence under low-involvement conditions. Journal of Consumer Research, 23(4), 351-361. 62. Shank, R.C., & Abelson, R.P. (1995). Knowledge and Memory: The Real Story. in R. S. Wyer, Jr. (ED). Knowledge and memory: The Real Story. Hillsdale, NJ: Lawrence Erlbaum Associates, Inc. 63. Shavitt, S., & Brock, T. C. (1990). Delayed recall of copytest responses: The temporal stability of listed thoughts. Journal of Advertising, 19(4), 6-17. 64. Simmons, A. (2002). The story factor: Inspiration, influence and persuasion through the art of storytelling. Cambridge, MA: Perseus Publishing. 65. Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102-113. 66. Solomon, M. R. (2011). Consumer Behavior: buying, having, and being (10th ed.). New Jersey, MA: Prentice Hall. 67. Straub, D. W. (1989). Validating instruments in MIS research. MIS quarterly: 147-169. 68. Tang, L., Jang, S., & Morrison, A. (2012). Dual-route communication of destination websites. Tourism Management, 33(1), 38-49. 69. Webster, J., Trevino, L. K., & Ryan, L. (1993). The dimensionality and correlates of flow in human-computer interactions. Computers in human behavior, 9(4), 411-426. 70. Webster, J., Trevino, L. K., & Ryan, L. (1993). The dimensionality and correlates of flow in human-computer interactions. Computers in human behavior, 9(4), 411-426. 71. Wei, P. S., & Lu, H. P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Computers in Human Behavior, 29(1), 193-201. 72. Westover, M. L., & Randle, Q. (2009). Endorser Weight and Perceptions of Brand Attitude and Intent to Purchase. Journal of Promotion Management, 15(1/2), 57-73. 73. Woodside, A. G. (2010). Tourism advertising and marketing performance metrics. Tourism-marketing performance metrics and usefulness auditing of destination websites, 4, 1. 74. Woodside, A. G., Sood, S., & Miller, K. E. (2008). When consumers and brands talk: Storytelling theory and research in psychology and marketing. Psychology & Marketing, 25(2), 97-145. 75. Yelkur, R., Chakrabarty, S., & Bandyopadhyay, S. (2006). Ethnocentrism and buying intentions: does economic development matter? Marketing Management Journal, 16(2). 76. Zauner, A., Koller, M., & Fink, M. (2012). Sponsoring, brand value and social media. Revista de Administração de Empresas, 52(6), 681-691. 77. Zhang, K. Z. K., Lee, M. K. O., & Cheung, C. M. K. (2009). Understanding the role of gender in bloggers' switching behavior. Decision Support Systems, 47(4), 540-546. 78. Zhou, T. (2012). Understanding users' initial trust in mobile banking: An elaboration likelihood perspective. Computers in Human Behavior, 28(4), 1518–1525. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/78016 | - |
dc.description.abstract | 由於資訊科技的進步以及手機持有的普及化,消費者可藉由更快速、更便利的方式隨時使用網路影音媒體。在此趨勢發展下,有越來越多企業期望借助故事的力量去影響消費者的情感與品牌態度。而故事行銷就順勢成為目前最流行的營銷策略。企業利用流行的視頻共享平台,如YouTube,允許廣泛的用戶立即共享在線視頻,並立即傳播。微電影是短片,可以創造說服力和情感連結與觀眾溝通,從而使它們以更深入的方式,影響閱聽人(即消費者)對於企業的品牌形象。微電影已經成為一個流行和成本效益最佳化的方式。因此,本研究以說故事行銷的觀點結合說服理論和計畫行為理論,藉以瞭解影響閱聽人(即消費者)對於品牌印象的主要因素。本研究透過網路問卷方式進行調查,總共回收314份有效樣本進行研究分析,透過實證研究,使用偏最小二乘法(PLS)方法進行結構方程模型(SEM)分析研究問卷。我們發現,閱聽者對於品牌態度和沉浸對於提升品牌形象均有正向的顯著影響,而認同感對於品牌態度也有間接的影響。其中,故事質量為品牌態度的重要因素,而影響沉浸的兩因子為品牌代言人和故事質量。企業在提升品牌形象時,可依據本研究結果,規劃適合的故事行銷策略以刺激閱聽者對於品牌形象的提升。最後,學術與管理意涵,研究限制與未來研究等討論也提供後續研究者與管理者做為參考。 | zh_TW |
dc.description.abstract | Due to the advances in information technology and the popularization of mobile phone, consumers can be faster and more convenient to use the network and audiovisual media at any time. In this trend, more and more companies manage to obtain emotional and brand attitude as well as perceptual echoes from consumers by telling particular stories in the advertisements. Storytelling is currently the most popular marketing strategy. Firms make use of popular video-sharing platforms such as YouTube to allow wide range of users to share on-line videos immediately and to spread instantly. Micro-films are short movies that can create persuasive and emotional plots to communicate with audience and thus engage them in a deeper way and influence their image of the brand represented by the films. Micro-film has become a popular and cost-effective way for marketers to catch attention for new product announcement or to shape opinions about brand image. Accordingly, this study aims to explore the main determinants of a micro-film on brand image by developing its theoretical framework on storytelling theory, Elaboration likelihood model and theory of planned behavior.
This study questionnaire was surveyed online with a valid sample of 313 respondents. Through empirical study, this proposed model is tested by using structural equation modeling (SEM) approach using the partial least squares (PLS) method. Results indicate that the brand attitude and flow are both strong impacts to brand Image. And, the influence of empathy has indirect impact on brand Image. Additionally, the influence of story quality has direct impact on brand Image. Both the influence of brand endorser and story quality has direct impact on flow. The study findings may serve as a guide for the entrepreneur on marketing strategy to stimulate the enhance the brand image. Finally, implications, limitations and future researched of the research are discussed. | en |
dc.description.provenance | Made available in DSpace on 2021-07-11T14:39:45Z (GMT). No. of bitstreams: 1 ntu-106-P03748010-1.pdf: 2247032 bytes, checksum: 410e72ae580aa2830eeed10ced29daae (MD5) Previous issue date: 2017 | en |
dc.description.tableofcontents | 目錄
誌謝 I 摘要 II ABSTRACT III 目錄 IV 圖目錄 VI 表目錄 VII 第一章、 緒論 1 1.1 研究背景與目的 1 1.2 研究目的 4 1.3 研究流程和架構 4 第二章、 文獻探討 6 2.1 微電影 6 2.2 說故事行銷 10 2.3 說服理論 13 2.4 計畫行為理論 15 2.5 品牌形象 17 第三章、 研究方法 20 3.1 研究架構 20 3.2 研究假設 21 3.3 研究設計 26 3.4 問卷發展 29 3.5 影片選擇 31 第四章、 資料分析 35 4.1 樣本基本資料 35 4.2 問卷測量模型 38 第五章、 結論與建議 44 5.1 研究結論 44 5.2 管理實務意涵 45 5.3 未來研究與建議 48 5.4 研究限制 48 參考文獻 50 圖目錄 圖1-1 研究流程和架構 5 圖2-1 計畫行為理論架構圖15 圖3-1 研究模型 21 圖3-2 統一麵小時光微電影影片截圖 32 圖4-1 統一麵-小時光麵館畫面 35 圖4-2 模型檢測研究架構之結果 42 圖5-1 品牌實踐三大心法 46 圖5-2 微電影內容傳播的七S 47 表目錄 表2-1 微電影特徵彙整表 8 表3-1 品牌代言人之衡量題項26 表3-2 人際影響之衡量題項27 表3-3 個人素養之衡量題項27 表3-4 沉浸之衡量題項28 表3-5 自我效能之衡量題項28 表3-6 品牌形象之衡量題項29 表3-7 問卷題目統整 30 表4-1 性別統計 36 表4-2 年齡統計 37 表4-3 教育程度 37 表4-4 量表中各構面統計分析之總結 40 表4-5 區別效度 40 表4-6 研究假設檢定彙整 43 | |
dc.language.iso | zh-TW | |
dc.title | 說故事能成大事-故事行銷對品牌形象之影響 | zh_TW |
dc.title | A Study on Influence the Brand Image of the Audience by Microfilms | en |
dc.type | Thesis | |
dc.date.schoolyear | 105-1 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 黃崇興,陸洛 | |
dc.subject.keyword | 說故事行銷,微電影,說服理論,計畫行為理論,品牌形象, | zh_TW |
dc.subject.keyword | Storytelling,Micro-film,Elaboration likelihood model,theory of planned behavior,brand image, | en |
dc.relation.page | 60 | |
dc.identifier.doi | 10.6342/NTU201700318 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2017-02-03 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學組 | zh_TW |
顯示於系所單位: | 商學組 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-106-P03748010-1.pdf 目前未授權公開取用 | 2.19 MB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。