Exploring the Effects of Story Marketing from the Perspective of Heuristic Theory – A case of a Mirco-film for International Brand

• Main Authors: Chiang Hui Ru, 江慧汝
• Other Authors: Chang Kuei Feng
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/crxk32

碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === With the popularity of mobile devices and mobile Internet, consumers use trivial time to watch movies on the Net and sharing them through community websites. Therefore, the prevalence of micro-film is resulted. This study explores the effects of micro-film story marketing from the perspective of Heuristic theory and wants to know if micro-film storis would evoke customers’ empathy and emotion reaction,thereby affect the perception of their brand image and purchase intention. This survey were limited for Taiwan's Internet users, and had simultaneously Internet and paper questionnaire respondents . Removing invalid samples, the total recovery was 375 copies. This study took a main view of consumers’ perception and the results showed that the story which has stronger narrative and close to the self-relevant of customerst can trigger emotional responses of consumers and enhance the brand image and stimulate buying interest.