Effectiveness of Storytelling in Agricultural Marketing: Scale Development and Model Evaluation
Effectiveness of Storytelling in Agricultural Marketing: Scale Development and Model Evaluation
复制标题
讲故事在农业营销中的有效性：规模开发和模型评估
作者：
Hsiu;Y. Zheng
讲故事是人类互动中的一种交流模式，在日常生活中无处不在。营销中的讲故事也是一种营销策略的管理应用。消费者心理学和市场营销学的研究者们对这一方法进行了大量的理论研究和实证研究。然而，除了叙事理论，许多研究者主要关注的是讲述一个好的品牌故事的效果及其应用，如广告设计和呈现。然而，对于那些通常缺乏品牌的产品，如农产品，关于讲故事在营销中的相对影响的知识仍然很少。很少有研究人员明确开发了一个有效的工具来衡量营销中讲故事的效果。为了帮助消费者心理学中的讲故事研究，本文概念化了一个农业营销中讲故事的有效性的结构，并开发了一个进一步验证的措施。该量表由13个项目组成，包括叙事加工、情感、品牌态度和购买意愿四个分量表。本研究的结果支持了一个结构模型与强秩序之间的四个维度和良好的模型拟合。讨论的结果和消费者心理学和营销实践的理论和实践意义也得到了解决。
Storytelling is a mode of communication in human interaction and is pervasive in everyday life. Storytelling in marketing is also a managerial application as a marketing strategy. Researchers of consumer psychology and marketing have devoted great efforts to developing theories and conducting empirical studies on this approach. However, in addition to narrative theories, many researchers are mainly concerned about the effect of telling a good brand story and its applications, such as advertising design and presentation. However, for those products that usually lacks branding, such as agricultural products, knowledge remains scarce about the relative impact of storytelling in marketing. Few researchers have explicitly developed a valid tool for measuring the effect of storytelling in marketing. 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. This scale consisted of 13 items with four subscales: narrative processing, affect, brand attitude, and purchase intention. The findings of this study supported a structural model with strong order among the four dimensions and good model fit. A discussion of the results and the theoretical and practical implications for consumer psychology and marketing practice are also addressed.