故事行銷要素對Facebook中分享意願之影響

The Influence of Storytelling Marketing on Sharing Intention on Facebook

欒斌(Pin Luarn)；邱于平(Yu-Ping Chiu)；趙光正(Kuang-Cheng Chao)

社群網站 ； 故事行銷 ； 臉書 ； 分享意願 ； social network sites ； storytelling marketing ； Facebook ； sharing intention

行銷評論

10卷4期（2013 / 12 / 01）

409 - 423

繁體中文

社群網站的出現，促使新型態的社會互動與協作，也讓資訊在其中傳遞的更快速且有效率。本研究執行實驗設計，探討故事行銷的三要素對Facebook使用者分享意願之影響。研究結果顯示，真實性、結構性與心理性三個故事結構要素仍在Facebook中扮演極為重要的角色，對於分享意願皆有顯著的影響。此外，本研究進一步發現，相較於真實性與結構性要素，心理性要素的故事內容更易影響使用者的分享行為。研究結果提供後續學者一個新的研究參考架構，在實務上也供企業與行銷人員再Facebook中實行說故事行銷時的參考依據。

The proliferation of social network sites has promoted new forms of social interaction and collaboration, which also makes information dissemination more efficiency. This study conducted an experiment design, and discussed the influence of three dimensions of storytelling marketing on sharing intention on Facebook. The results showed that the authentic, structural, and psychological dimensions were all play the important roles that might affect the sharing intention. Moreover, this study further found that compared to authentic and structural dimensions, the psychological one is more easily influence users' behavior. As a result, this study provides a new reference framework of the follow-up scholars from an academic standpoint. In practice, it provides a reference direction of the implementation of storytelling marketing on Facebook for business standpoint.

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