The Effect of Empathy and Involvement to Consumers Decision Making in Story Telling Marketing

• Main Authors: Teng, Ingrid, 鄧婷婷
• Other Authors: Tsai, Shuo-Chang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/63461805233563391056

碩士 === 亞洲大學 === 經營管理學系碩士班 === 101 === In recent years, there is a new marketing skill called ”Story Telling” and it has become more and more popular. The objective of this study is to explore how empathy plays an important role while using story telling as a strategy in different product categories.. The research chooses two typical products separated by involvement volume as the products model and scope the role of empathy in story telling advertisement application. This study collected 300 valid questionnaires. The involvement volume used structural equation modeling analysis; this study indicates that the low involvement products has better performance in using story telling method by affect consumers’ attitude toward products and purchase intention as well. The result of this study can be a strong reference in marketing brainstorming to decide whether using story as a kind of marketing approaching will be an efficient method in getting customers’ positive attitude in order to intend purchasing the products.