面臨市場上商品迅速的推陳出新，廠商間之競爭也日益激烈，傳統只注重銷售的行銷方式，已逐漸無法吸引消費者。運用故事行銷之傳達品牌理念及商品資訊，使一般消費者容易接受且影響其消費行為，成為近日相當受歡迎的行銷手法。近年來一些受歡迎的戲劇，其中有關之商品，在戲劇播出後銷售屢創佳績，探究故事行銷融入於戲劇故事內，引發購買意願之關鍵因素，再經過考量商品之內外在價值，是否會改變消費者原有的消費決策，是本研究之目的。 本研究主要係為瞭解戲劇故事行銷之成功及其關鍵因素，驗證戲劇故事會帶動同理心因子，建立一完整的故事行銷影響購買意願之架構，以瞭解戲劇故事是否藉由引發同理心而使消費者產生購買意願之影響。另探討知覺價值對同理心與購買意願關係之干擾效果，瞭解知覺價值對戲劇故事產生之同理心所引發購買意願之影響。 本研究以問卷調查方式，針對特定戲劇故事之觀眾，發放實體及網路問卷共回收202份，經統計分析後驗證出由戲劇故事性及其產生同理心之情感移轉，對購買意願皆有正向影響，而知覺價值對戲劇故事產生之同理心所引發購買意願無干擾效果，綜合以上結論，提出戲劇故事行銷策略相關之建議予以參考。 Facing the fast release of new products in the market, the competition between the manufacturers is getting fiercer. The traditional marketing that only focuses on sales can’t draw the consumer’s attention any more. By conveying the brand concept and product information through story marketing, this marketing method allows the common consumers to accept it easily and further influences the purchase behaviors, which becomes quite popular. In recent years, the sales of the products related to some popular dramas create outstanding performance for several times after the drama is put on the screen. The objectives of the study are to explore the story marketing integrated in the drama’s story, and discuss the key factors invoking the purchase intention, so as to figure out whether it will change the consumer’s original consumption decision by considering the internal and external values of products. The study mainly aims to understand the successful drama’s story marketing and its key factors. In this way, it is going to validate the drama’s story will promote the empathy factors, and build a complete architecture for story marketing that influences the purchase intention, so as to explore whether the drama’s story influences the consumer’s purchase intention by invoking the empathy. Moreover, it explores the interference effect of the perceived value on the relationship between the empathy and the purchase intention, so as to understand its influence on the purchase intention invoked by the empathy generated from the drama’s story. The study adopts the questionnaire survey, which collects a total of 202 copies after distributing paper and online questionnaires among the audiences of a specific drama. After the statistical analysis, it validates the drama’s story and the emotional transfer of the generated empathy have positive influence on the purchase intention, while the perceived value doesn’t show interference effect on the purchase intention evoked by the empathy generated from the drama’s story. To sum up the above conclusions, it proposes the suggestions related to the drama’s story marketing strategies for reference.
