Narrative

Paper presentation at the 74th Annual Conference of the International Communication Association (ICA 2024)

Taken together, the findings suggest that narrative texts perform better at raising awareness, whereas mixed-genre texts seem more effective in learning. The implications for health risk communication are discussed.

本研究採用混合研究法取向，綜合訪談三家具代表性電子商務平臺之經營者，並對其合作農民的網路行銷農業故事進行內容分析，嘗試了解成功的農業故事應具備哪些故事元素及敘事結構。研究同時採用量化調查方法，蒐集消費者對農業故事行銷內涵的態度，希望能綜整網路農產品應用故事行銷之有效策略。

本研究旨在探索良好農業故事的結構並發展一套「農業故事量表」之評量工具。研究結果證實此測量工具包含13個題項分屬三個因素：真實性，敘述性和主角的獨特性，且具有有效的結構模型效度；本研究進一步提出對理論與農業行銷場域實際應用之建議。

To aid storytelling research in consumer psychology, this article conceptualized a construct of the effectiveness of storytelling in agricultural marketing and developed a measure with further validation.