题名

說一個好故事－同理心與部落格的廣告效果

并列篇名

Telling a Good Story: Empathy and the Advertising Effects of Blogs

DOI

10.6382/JIM.200910.0001

作者

尚榮安(Rong-An Shang)；陳禹辰(Yu-Chen Chen)；林重光(Chung-Kuang Lin)

关键词

部落格 ； 認知情感 ； 情感移轉 ； 網路行銷 ； 敘事廣告 ； blog ； sympathy ； empathy ； narrative advertisement ； Internet marketing

期刊名称

資訊管理學報

卷期/出版年月

16卷4期（2009 / 10 / 01）

页次

1 - 19

内容语文

繁體中文
中文摘要

網際網路目前已經成為企業行銷一個重要的傳播通道，隨著部落格快速發展，許多企業也開始嘗試以部落格為傳播行銷工具。過去一般企業網頁廣告大都是以資訊性訴求為主，但部落格是由員工或業主講述關於公司的故事，希望藉此建立消費者對公司的情感。本研究探討企業部落格影響消費者的過程，希望從敘事的觀點，瞭解作者如何藉由在部落格上講一個好故事，進而引發讀者的同理心，並改變讀者的態度。研究以實驗方式進行，結果顯示讀者認知之故事性強的部落格，可以引發讀者的認知情感與情感移轉，進而影響讀者對部落格的態度；而高故事性與低故事性之部落格引發之效果並不相同。這個結果顯示企業在網路上也可以經由情感訴求達到影響消費者態度的目的。
英文摘要

Blog has been one of the most fast growing applications on the Internet, and is also a new channel for companies to communicate with their customers. Instead of providing consumers with information about the products they sold as the past corporate websites, firm's blogs usually tell stories about their firm to customers. Based on the theory of empathy and narrative advertisement, we conducted an experiment to explore how can firms use blog to tell good stories, and then through invoking the empathy of consumers, affect their attitude toward the blog and the company's products. The result of this study suggests firms can use blog to affect consumers' attitude by telling good stories and then invoking consumers' affective response.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 管理學
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被引用次数
  1. 阮明淑(2019).Exploratory Research on TV Program Video Data Narrative Analysis.圖書資訊學刊,17(2),1-34.
  2. 蕭至惠,陳冠仰,陳令芷(2020)。訊息可信度、廣告迴避、網頁適配程度與廣告效果之研究。行銷科學學報，16(1)，55-80。
  3. 葉淑瑜(2013)。網站的合作機制如何增加品牌社群成員購買意圖─消費者習慣的干擾效果。管理評論，32(3)，73-100+137-142。
  4. (2012)。誰的媒體？探討草根媒體之解放與賦權。教育研究學報，46(2)，85-106。
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