| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業系 === 100 === In recent years, consumers care not only the product itself, but also the sense experience embedded in the brand story. Practically, many enterprises have started to use the brand story to promote their products and have in a good outcome. However, academically, the literature on the storytelling are rare. Besides, storytelling is a part of the experiential marketing. In the past, some researches had discussed the effectiveness and influence of experiential marketing, but few focused on the storytelling. Therefore, in order to fill the gap in the literature, this study tries to find out the influence of storytelling on consumers' emotion, and then impulsive buying intentions. Also, this research examines the moderating roles of believability of the brand story involvement, and product categories (hedonic/utilitarian products) on the effect of storytelling on emotional reactions.
The study conducted two experiments to collect the needed data. Then, the ANOVA and Regression were used to analyze the data and tell the hypotheses. The results show that storytelling has a significant influence on the emotions and impulsive buying intentions. Moreover, brand story believability involvement and product categories have moderating effects on the impact of storytelling on consumer emotions. Finally, this research suggests the future research direction and management implications of using the brand story strategy for companies.
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