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    Title: 訴求類型與敘事帶入感對短影音行銷成效的影響:擬人化與依附關係的調節角色
    Examining the Impact of Message Appeal and Narrative Transportation on Short Video Marketing: The Moderating Roles of Anthropomorphism and Attachment
    Authors: 陳宣儒
    Chen, Syuan-Ru
    Contributors: 陳冠儒
    Chen, Kuan-Ju
    陳宣儒
    Chen, Syuan-Ru
    Keywords: 短影音行銷
    敘事帶入感
    訴求類型
    擬人化
    依附關係
    品牌態度
    分享意願
    Short video marketing
    Narrative transportation
    Message appeal
    Anthropomorphism
    Attachment
    Brand attitude
    Sharing intention
    Date: 2025
    Issue Date: 2025-08-04 13:47:27 (UTC+8)
    Abstract: 本研究旨在探討短影音中訴求類型(娛樂訴求與資訊訴求)與敘事帶入感對品牌行銷成效(品牌態度與分享意願)的影響,並進一步檢視擬人化與依附關係在其中的調節角色。研究採用2×2組間實驗設計,共回收273份有效問卷,並以台灣18至55歲具寵物飼養經驗者為主要對象。
    研究結果顯示,敘事帶入感與訴求類型之間存在顯著交互作用,在高帶入感情境下,娛樂訴求更能有效提升品牌態度與分享意願。此外,擬人化對敘事帶入感經由短影音價值(娛樂性與資訊性)對分享意願的影響具有調節效果;依附關係則能強化敘事帶入感與訴求類型經由資訊價值對品牌態度及分享意願的影響。此結果指出,短影音內容若能融合高度帶入感與情感擬人設計,將更能提升品牌影響力與社群擴散成效,尤其適用於寵物產業等情感導向市場。
    本研究具體補足了短影音應用於特定產業領域中之理論探討缺口,並對企業未來進行短影音內容策略設計提供實務建議。
    This study investigates the impact of message appeal types (entertainment vs. informational) and narrative transportation on the effectiveness of short video marketing, with a particular focus on the moderating roles of anthropomorphism and attachment. A 2×2 between-subjects experimental design was employed, and 273 valid responses were collected from Taiwanese pet owners aged 18 to 55.
    The results reveal significant interaction effects between narrative transportation and message appeal. Specifically, in high transportation scenarios, entertainment appeals are more effective in enhancing brand attitude and sharing intention. Furthermore, anthropomorphism significantly moderates the effect of narrative transportation on sharing intention through perceived video value, while attachment strengthens the influence of narrative and appeal types on brand attitude and sharing via informational value. These findings suggest that short videos integrating immersive storytelling and emotionally resonant anthropomorphic elements can maximize brand impact and social diffusion, particularly in emotionally-driven markets like the pet industry.
    This research addresses gaps in the literature concerning the application of short-form video in niche industries and provides practical guidance for developing effective content strategies in digital marketing.
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    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    112363078
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0112363078
    Data Type: thesis
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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