農業故事行銷傳播之量表之發展與驗證

What Makes a Good Agricultural Story? Validation of a Scale for Marketing and Communication

農業傳播涵蓋有關農產業、糧食、自然資源和農村利益等各種人類溝通機制，其中涉及透過有效的媒體交換農業和自然資源產業的資訊，並將其傳遞給正確的接收者。故事行銷是一種管理應用方法；也是農業行銷採用的策略之一。儘管越來越多的農企業正在推廣將農業故事應用在市場行銷中希望促進提升農產品消費，但少有研究開發有效的工具來衡量農業故事的結構。延續先前建立農業故事行銷模式之研究，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。

Agricultural communication covers all kinds of human communications involving agriculture, food, natural resources and rural interests. Such communications exchange and deliver the information of the agricultural and natural resource industries to the right receivers through effective media. Storytelling in marketing is also a managerial application; it is a marketing strategy that includes the agricultural industry. While an increasing number of agricultural businesses are promoting the application of agricultural stories in marketing and facilitating increases in the consumption of agricultural products, few researchers have explicitly developed valid tools for measuring the constructs of agricultural stories. This study continued previous research on effective model of storytelling in agricultural marketing, with the aim of exploring the constructs of a good agricultural story and developing the ''Agricultural Story Scale'' to measure them. Thirteen items measuring three factors--authenticity, narrative, and protagonist's distinctiveness--were confirmed to have satisfactory structural model fit. The findings of the study and recommendations that contribute to both theoretical and practical implications are reported.