Research on the Influence of Agricultural Products Brand Story on Consumers’ Purchase Intention Under the Background of Social New Retail

Under the background of trend social new retail, based on narrative transmission theory, this study collects 208 samples by questionnaire, integrating media interaction and consumers’ purchase intention, analyzes conditional process brand stories affecting how to affect intention hierarchical regression method. The result shows that story has a positive impact is realized through intermediary transmission. Social negatively regulates relationship between intentions. Finally, according research conclusion, it suggested enterprises marketers pay attention role story, make full use various platforms, tell excellent stories, increase emotional resonance, promote intention.