| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 103 === 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.
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