Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)

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An Empirical Study on the Influence of Brand Story Function on Purchase Intention

Authors
WenLong Lu1, ChunMei Chen1, *, SiFan Pei1
1Business and Tourism College of Sichuan Agricultural University, Ya’an, China
*Corresponding author. Email: 1470227728@qq.com
Corresponding Author
ChunMei Chen
Available Online 20 December 2022.
DOI
10.2991/978-94-6463-030-5_58How to use a DOI?
Keywords
Agricultural Products Brand Story Function; Usefulness; Affect; Brand Attitude; Purchase Intention; Product Knowledge
Abstract

Brands are widely using Story-telling to convey brand value and information. Existing studies also discuss the influence of brand stories on consumer attitudes and behaviors from the perspective of story elements and structure, few studies put forward how to tell a good story for agricultural products brands. Therefore, this paper want to study the relationship between the brand story function of agrarian products and consumers’ purchase intention. Analyzes the mediating effect of brand attitude and the moderating effect of product knowledge. The results show that the usefulness and affect of agricultural product brand story function contribute to improving consumers’ purchasing intention, and brand attitude plays an intermediary role in the relationship between the two. Product knowledge negatively moderates the relationship between usefulness and consumers’ purchase intention. It positively regulates the relationship between emotion and consumers’ purchase intention.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)
Series
Atlantis Highlights in Intelligent Systems
Publication Date
20 December 2022
ISBN
10.2991/978-94-6463-030-5_58
ISSN
2589-4919
DOI
10.2991/978-94-6463-030-5_58How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - WenLong Lu
AU  - ChunMei Chen
AU  - SiFan Pei
PY  - 2022
DA  - 2022/12/20
TI  - An Empirical Study on the Influence of Brand Story Function on Purchase Intention
BT  - Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)
PB  - Atlantis Press
SP  - 577
EP  - 584
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-030-5_58
DO  - 10.2991/978-94-6463-030-5_58
ID  - Lu2022
ER  -