隨著網際網路的發展，網路已成為與普遍大眾生活息息相關的傳播溝通媒體，並且被視為重要的行銷管道。其中，部落格為個人的故事，過去研究證實，部落格內容為描述個人的故事，符合故事結構形式。而說故事為一種非常具有力量的溝通方式。故事容易讓人理解，具有感染力強並能夠使人融入情節，產生情感回應的特性。

過去網路行銷相關研究使用不同角度探討網路使用者行為動機，多從網站設計、資訊系統成功因素、科技接受模式、服務品質等觀點探討。然而，這些觀點多將消費者視為理性分析思考為前提，忽略消費者直覺情感認知對行為意圖的影響層面。因此，本研究將說故事行銷理論應用於網路行銷情境，並以直覺理論為基礎，提出知覺美感、故事性以及自我相關程度三構念衡量故事品質的基本要素，並進一步探討如何透過說故事方式喚起消費者同理心，進而改變其態度，瞭解影響消費者行為意圖的動機。

為了驗證本研究所提出之架構，本研究以網路使用者為調查對象，經由網路問卷收集373份有效問卷，使用SEM方法對模型作驗證分析，並進行性別分群分析。研究結果證實，知覺美感、故事性與自我相關，均會透過同理心顯著影響消費者態度與行為意圖，以及態度前後的轉變；而僅有知覺美感對消費者態度有直接影響。另外，在性別分群分析上也可看出三項構念對消費者情感態度有不同的影響結果。本研究結果給予企業以及部落客提供網路行銷實務上的建議。

The influence of Internet has been pervasive in people’s daily life and received increasing attention for serving as a new marketing medium. Despite that much research has been done on users’ behavioral intention in internet marketing field, relatively little is known for the effect of heuristic on consumer behavioral intention. For years, much marketing research argued that storytelling is a powerful way to communicate and move people to action. Meanwhile, past research had also considered blogs as personal stories that people share in the Internet. In accordance with this view, the present study proposed a storytelling framework based on heuristic theory for examining the characteristics and key component of a good story. In addition, this study also investigated how storytelling affects consumers’ attitude change and behavioral intention through arousing the empathy.

Stories that describe a foreign tour were selected as the research subject in this study. Data were collected through online questionnaires which distributed to web communities. Results revealed that consumers’ attitude toward a tour significantly affect behavioral intention. On the other hand, perceived aesthetics, perceived storyline and self-reference directly affect consumer’s attitude through triggering empathy. Furthermore, perceived aesthetics, perceived storyline and self-reference also have significant impact on the change of consumers’ attitude through empathy. Lastly, the results also demonstrate the difference in gender and travel experience.

In conclusion, this study proposed three main components of a good story: perceived aesthetics, perceived storyline and self-reference. Besides, empathy plays a central role in storytelling marketing. Implications and discussion were also presented in this study.

中文部份
(1)碩士論文
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4.賴佩婷(2006)，「品牌故事及其結構與內容在不同商品類型下對廣告效果的影響」，國立台灣大學商學研究所碩士論文。

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