The Effect of Storytelling Constructs on Consumer Attitude and Purchase Intention in Consumer Cooperatives

다국어 초록 (Multilingual Abstract)

In marketing field, story can be used as an effective communication tool conveying information of the company. This study aims to explore the potential of storytelling methods as a marketing communication tool for consumer cooperatives, and to analyze the effect of storytelling on consumer - as well as a member of cooperatives - attitude and purchase intention using an empirical study. Generally, consumers recognize that primary products producers have many difficulties in the process of production. This cognition can be basis to elicit consumers’ emotional attitude such as sympathy or empathy. Especially, consumer cooperatives in Korea have various policies to build a close relationship between producers and consumers. Therefore we assume that members of consumer cooperatives develop distinctive producer-consumer relationship and this could serve as a one of conditions under which storytelling–especially emotional one - appeals to consumers more effectively.
For these purposes, we set three constructs of storytelling - main character of storytelling, message appealing type, and the object type of the message - as independent variables. We conduct five type of survey, each of which has a different test ad that includes differently combined elements of independent variables. We can summarize the results of the survey as follow.
First, any kind of producer’s emotional storytelling has more influence on consumer attitude than producer’s rational one. Second, consumers feel friendlier toward producer’s emotional storytelling of primary product than that of processed product. Third, the relation between consumer attitude and purchase intention was shown positively. By finding conditions to utilize storytelling effectively, this study provides insights to consumer cooperatives and other organizations facing similar marketing condition.

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