Key Attributes of Storytelling on Consumers’ Psychology Decision

[[abstract]]傳統廣告的操作方式，由於一再重複、訊息複雜，雖可使消費者較易記憶，卻降低了廣告的總體效果，使消費者產生侵擾感受和抗拒行為。好的故事有助於使消費者集中精神專注其中、吸引興趣和好奇、提升涉入程度、容易記憶和理解廣告訴求，並能激發情感、帶領思緒翱翔，擁有別於以往日常的獨特體驗等優點。因此，運用故事行銷的廣告更能有效地與消費者溝通。 過去有許多文獻指出好故事應該具備哪些屬性或元素，但並未建構出動人故事的構面，本研究經由文獻蒐集大量的好故事屬性及元素，經由探索性分析，彙整成指標性的構面，並以結構方程分析驗證這些故事關鍵構面是否確實對消費者的心理決策產生影響，以此作為廠商後續塑造動人品牌故事的參考方針。[[abstract]]Although traditional advertising with repeated and complicated ways makes it easier to remember for consumers, most of people resist accepting the messages and appear resistant behaviors. However, a good story helps consumers to concentrate and pay full attention, attract interest and curiosity, enhance the involvement, easily understand advertising appeals and store memory, raise the degree of involvement, arouse emotion, lead to transportation and immerse in the story, step away from everyday reality and have extraordinary experiences. Therefore, the operation of storytelling can effectively communicate with consumers. The research collects a lot of good stories attributes into key dimensions by exploratory factor analysis. Although there are so many researches indicate the elements or attributes a good story equipped, it is not constructed into some key dimensions before. Also, the research verifies key attributes of storytelling whether to impact on consumers’ psychology of decision making. The research result and conclusion provide a reference for company to build an affecting brand story.[[note]]碩