The Influences of Narrative Advertising on the Advertising Effect ─The Case of Insurance broker company’s service

• Main Authors: Hsiu-wen Chen, 陳秀文
• Other Authors: Tsau-Yi Ho
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/51878438444777114380

碩士 === 東吳大學 === 企業管理學系 === 95 === The Narrative Theory which began in 90’s mainly concerned the adding of storytelling element to advertisement. This adding facilitates the communication with consumers, arouses the consumer by narrative processing to understand the advertisement information, delivers the advertisement meaning, and finally achieves the advertisement effect. The purpose of the present study is to explore the influence of the narrative advertising, consumer expertise and advertisement emotion on advertisement. The study utilized a 2X2 factorial experimental design and selected a insurance broker company’s consulting service advertisement as the experiment object. We applied a proper questionnaire method to investigating the student and office worker. 348 valid samples were collected. After analyzing the data, the conclusions are as follows: Compared to the advertisement that only provides the product information, putting a story in the advertisement is helpful in promoting the advertisement attitude, brand attitude and purchase intention. Under the interference of the consumer professional knowledge degree, the novice consumer is easier to receive the influence of narrative advertisement, to arouse the higher advertisement emotion to respond, and is more prone to the advertisement effect than the expert consumer. No matter which form of advertisement is, after consumers are stimulated by the advertisement, the advertisement effect on consumers will be mediated by the emotion response.