網路農產品故事行銷策略之農業故事探究：混合研究法取向

Online Storytelling Strategies in Agricultural Product Marketing: A Mixed-methods Approach

10.6182/jlis.202306_21(1).067

鄭怡倫(Yi-Lun Jheng)；岳修平(Hsiu-Ping Yueh)

農業故事 ； 故事行銷 ； 農業行銷 ； 內容分析法 ； 混合研究法 ； Agricultural Storytelling ； Storytelling Marketing ； Agricultural Marketing ； Content Analysis ； Mixed Methods Research

圖書資訊學刊

21卷1期（2023 / 06 / 01）

67 - 102

繁體中文;英文

本研究採用混合研究法取向，綜合訪談三家具代表性電子商務平臺之經營者，並對其合作農民的網路行銷農業故事進行內容分析，嘗試了解成功的農業故事應具備哪些故事元素及敘事結構。研究同時採用量化調查方法，蒐集消費者對農業故事行銷內涵的態度，希望能綜整網路農產品應用故事行銷之有效策略。研究結果顯示經營者皆以品牌價值主張與產品品質為主要訴求，與消費者調查結果相符。在農業故事元素方面可分為6種故事角色、3種衝突、10種農業故事事件，故事內容主要傳遞3種訊息。本研究進而提出農業故事行銷定位與效益、農業故事敘事元素，以及農產品故事行銷策略等建議，提供未來研究與網路農業行銷實務業者或農民參考。

The present study used a mixed methods approach to investigate effective online storytelling strategies in agricultural product marketing. Interviews were conducted with three marketing directors from agricultural e-commerce platforms, and content analysis of agricultural narratives was performed. Additionally, survey data was collected to understand consumer attitudes toward storytelling in agricultural marketing. The findings revealed that the marketing directors emphasized brand value proposition and product quality when formulating marketing strategies, which were consistent with consumer perspectives. Moreover, the study identified various elements in agricultural narratives in regard to characters, conflicts, events, and messages. This study contributes to the existing literature and offers practical insights for online agricultural marketing.

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