本研究旨在探討消費者心中重要的品牌態度、品牌形象與購買行為意願，受到品牌故事的影響程度。於實務上，多數珠寶品牌善用品牌故事賦予商品的情感與意義，進行故事行銷。其中，國際珠寶品牌Cartier以品牌歷史發展作為品牌故事的敘事素材，運用品牌故事傳遞品牌核心精神。因此本研究範圍為國際珠寶品牌，即以Cartier品牌故事的影片為研究題材。
本研究透過google表單網路問卷進行問卷收集，抽樣方式為便利抽樣，並經由網路社群發放。確認有購買過國際品牌珠寶之受測者為研究對象，接著，請其先行觀看過本研究個案之 Cartier珠寶的品牌故事影片，接著再進行本研究封閉式問卷的填答。最後，蒐集有效問卷共計304份。
研究結果顯示：品牌故事顯著正向影響消費者態度、品牌形象與購買意願。根據研究結果發現，提供建議珠寶品牌業者，期能以故事行銷手法，作為提升消費者態度、品牌形象與購買意願之機會。
關鍵字：品牌、故事行銷、態度、品牌形象、購買意願
This study aims to investigate the impact of brand stories on consumers' attitudes, brand image, and purchase intention, which are considered important factors in consumer decision-making. In practice, many jewelry brands effectively utilize brand stories to imbue their products with emotions and meaning, employing storytelling marketing techniques. Among them, the international jewelry brand Cartier uses its historical development as narrative material for its brand story, conveying the brand's core values. Therefore, this study focuses on international jewelry brands, and the questionnaire survey uses a video of Cartier's brand story as an example.
The study collected data through a convenient sampling method using a Google Forms online questionnaire distributed through online communities. Participants who had purchased international jewelry brands were selected as the research subjects. They were first asked to watch the Cartier jewelry brand story video related to the research case and then complete the closed-ended questionnaire. In the end, a total of 304 valid questionnaires were collected.
The results of the study indicate that brand stories have a significant and positive impact on consumers' attitudes, brand image, and purchase intention. Based on these findings, it is suggested that jewelry brands consider utilizing storytelling marketing techniques to enhance consumer attitudes, brand image, and purchase intention.
