故事行銷在實務界與學術界都蔚為風潮，在實務界中，企業透過廣告、網路、口而相傳等方式來向消費者說故事，希望藉由故事的方式來打動消費者的心，而在學術界亦有許多關於故事行銷之研究。在台灣有許多的傳統老店，這些傳統老店也都擁有美麗的故事，因此本研究希望針對有使用故事做為行銷活動之老店，探討在不同故事影響下，消費者對故事所產生的消費情緒與店面形象是否具差異性。 本研究依據文獻將故事類型分別就其內容(生命價值、文化傳承)與敘事觀點(第一人稱、第三人稱、戲劇角度)分成六種類型後，從市面上收集傳統小吃作為行銷的此六類故事，並利用實驗法驗證消費者看完不同故事後是否具有不同的情緒與店面形象。 研究結果發現，不同故事內容與敘事觀點會讓受測者產生不同的情緒反應，其中以正面情緒最為顯著；不同的故事內容與敘事觀點也使受測者對其店面形象具有不同之認知，其中又經驗性形象知覺較為顯著。最後，本研究依據研究結果提出相關建議與研究方向，以供實務界與學術界參考。 Story marketing has been a trend in the academic circles and practice field. In practice field, industries expect to impress the consumers by the means of storytelling of advertising, internet, word-of-mouth, and etc. Marketing academia has many researches focus on storytelling as well. In Taiwan, there are numerous old traditional shops that have beautiful stories. Therefore, this paper is to understand and discuss the impact of different story-telling on consumer emotion and store image. Through review of literatures, this study demonstrates various storytellings. Types of storytelling are context (the value of life, cultural inheritance), viewpoint of narration (first-person narrator, third-person narrator, dramatic character). This article then compiles six stories of each type from traditional snacks in the market analyzes the impact of story-telling on consumer emotion and store image based on experimental method. The results show that responsors have various emotional reactions varied with different story contexts and narrator’s point of view, especially on positive emotion. It also indicates that different story contexts and viewpoint of narrator have an impact on store image perceived by the examinees, particularly on empirical concept image. Finally, implications of findings and Suggestions for future research are provided for practice field and academia.
