Impact of Product Story Narrative Type on Consumers' Purchase Intention

Abstract

As consumers are increasingly presented with a plethora of products to choose from, product stories have emerged as a vital marketing tool for capturing their attention and encouraging purchasing decisions. Drawing upon consumer perception theory, narrative transportation theory, and involvement theory, this study examines the impact of three narrative types of product stories - authenticity, conciseness, and humor - on consumers' purchase intentions, while considering the moderating roles of product involvement and purchase decision involvement. Based on the findings of this study, we provide recommendations for corporate marketers to enhance their marketing strategies.