Proceedings of Business and Economic Studies

Research on the Optimization of Corporate Innovation Management in the Context of Digital Transformation

Wenying Bao — 2026-04-28

This paper explores the profound impact of digital transformation on corporate innovation management. Addressing the challenges related to funding, technology, and organizational restructuring, it proposes four key optimization strategies: strengthening digital mindsets to reshape corporate culture; expanding business scopes to achieve cross-sector integration; developing intelligent platforms to enhance production and marketing efficiency; and intensifying talent cultivation to activate the core elements of innovation. The study aims to facilitate the deep integration of management and technology, enabling enterprises to convert digital advantages into core competitiveness for high-quality, sustainable development.

The Path of Digital Economy-Driven Tourism Industry Resilience Enhancement

Anqi Xu — 2026-05-06

With core characteristics such as high permeability, increasing marginal benefits, digital economy provides a core driving force for enhancing the resilience of the tourism industry. This paper clarifies the core connotations of digital economy and tourism industry resilience, analyzes the three-dimensional driving internal logic based on technology-enabled resource integration, real-time perception of market dynamics, and the emergence of new cultural and tourism formats, and elaborates on the four major driving mechanisms of policy, market, technology and society in response to the problems in the enhancement of tourism industry resilience. Finally, it proposes specific implementation paths, including consolidating digital infrastructure, deepening digital-real scenario integration, promoting regionally differentiated development, and building an intelligent emergency system, to inject digital economic impetus into the enhancement of tourism industry resilience.

Evolutionary Theory of “Specialized, Refined, and Innovative” Enterprises in the AI Era: How Digital Resilience Reshapes Corporate Moats

Weidong Su — 2026-04-30

In the deep-water zone of the global digital economy in 2026, the survival rules for “Specialized, Refined, and Innovative” SMEs are undergoing a fundamental shift. Artificial Intelligence (AI) has evolved from an efficiency tool into a “digital foundation” that anchors corporate positions amidst uncertainty. This paper examines the new commercial paradigm of “digital resilience” through empirical research on 312 representative enterprises in the Greater Bay Area and case studies of hard-tech leaders in Beijing. Findings indicate that AI adoption significantly enhances a firm’s ability to perceive and recover from supply chain shocks. The study concludes that the integration of industry deep-plowing and AI investment creates an asymmetric competitive advantage, forming a “flexible moat” for sustainable growth.

Research on China’s Export Upgrading Path Under the Reconstruction of Global Value Chains

Meiyun Wang — 2026-06-03

Against the backdrop of deglobalization, intensifying geopolitical conflicts, the digital technology revolution and the deep advancement of the green transition, the global value chain (GVC) is undergoing profound “re-globalization” restructuring. It is shifting from “efficiency first” toward resilience, sustainability and inclusiveness, with increasingly prominent features of regionalization, digitalization and greening. As the world’s largest trading nation in goods, China’s exports have long been locked in the low-and mid-end segments of GVCs, facing multiple challenges, including core technology bottlenecks, insufficient adaptation to trade rules, and weak industrial and supply chain resilience. This paper systematically analyzes the core characteristics and driving forces of GVC reconstruction, examines the current status, achievements and prominent bottlenecks of China’s export upgrading, and proposes targeted export upgrading paths from five dimensions. It aims to provide theoretical references and practical guidance for China’s exports to break through low-end lock-in, achieve high-quality development, and deeply integrate into GVC restructuring.

AIGC-Driven Precision Marketing and Its Impact on Consumers’ Purchase Intention for Agricultural Products

Yuneng Wang — 2026-06-03

The rapid advancement of artificial intelligence (AI) technologies has significantly reshaped the landscape of rural and agricultural e-commerce. Agricultural products originating from rural areas frequently encounter challenges such as information asymmetry, limited access to professional marketing expertise, and low consumer engagement. This study investigates the integration of AI-generated content (AIGC) with precision marketing to enhance the appeal of agricultural products and foster consumer purchase intentions. Precision marketing leverages machine learning algorithms and big data analytics to identify target audiences with high accuracy, while AIGC dynamically generates customized textual, visual, and interactive content that effectively engages consumers. Empirical evidence suggests that AIGC-driven precision marketing markedly reduces cognitive load during the “confused intermediate stage” of decision-making, thereby increasing perceived usefulness and ease of use. Moreover, the study underscores the pivotal role of AIGC in mitigating resource constraints in rural e-commerce, providing a scalable and cost-effective approach to agricultural brand development. The findings offer both theoretical and practical insights, serving as a guideline for policymakers and rural enterprises seeking to harness AI to enhance digital marketing strategies.

The Impact of Digital Transformation on Corporate Financing Constraints: Based on the Mediating Effect of Internal Control

Yinfeng Bai — 2026-06-03

Based on an empirical model, this paper examines the impact mechanism of digital transformation on corporate financing constraints, with a focus on testing the mediating role of internal control. The results show that digital transformation can significantly alleviate corporate financing constraints, where internal control plays a critical mediating and bridging role. Specifically, digital transformation indirectly eases corporate financing pressure by improving the quality of internal control. Further heterogeneity analysis reveals that the above alleviation effect is more pronounced in non-state-owned enterprises and enterprises in the eastern region of China. In contrast, no significant short-term effect is observed in high-tech enterprises, due to the high investment and uncertainty associated with their transformation process. Based on the findings, the government should further improve the policy environment to promote the coordinated development of corporate digital transformation and internal control. Enterprises also need to strengthen the construction of internal control to fully capture the financing convenience brought by digital transformation.

Exploration and Analysis of Coping Strategies for Psychological Stress among Financial Personnel in the Market Economy Impacted by AI

Hu Wei — 2026-06-03

This paper aims to analyze the psychological stress adjustment and coping strategies of financial personnel in the market economy impacted by the rapid development of artificial intelligence (AI). Through comprehensive surveys and empirical analysis, it was found that mental health issues such as job burnout and psychological stress among financial personnel urgently need to be addressed. The conclusion emphasizes that improving the psychological well-being of financial personnel is of great significance for enhancing their job competency.

A Study on Enhancing Digital Financial Literacy Among Rural Residents in the Face of the Impact of Illegal Digital Finance

Dongya Deng — 2026-06-03

The digital economy offers both opportunities and challenges for enhancing rural residents’ digital financial literacy. Notably, the spread of illicit digital financial activities has seriously impeded the sound development of rural digital finance. This study integrates illegal digital financial risk prevention into an analysis of rural residents’ digital financial literacy. The results show that their digital financial literacy remains low, the supporting ecosystem is underdeveloped, and risk prevention capacity is insufficient. Further analysis indicates that losses from illicit digital finance transmit shocks through consumption channels. A three-sector DSGE model is therefore constructed to simulate the negative responses of household consumption, credit, and output to such shocks. Higher digital financial literacy is found to accelerate the return to steady state and reduce economic uncertainty. Based on empirical and model-based evidence, this paper proposes policy recommendations: strengthening digital financial education for rural residents, improving the digital financial service system, optimizing relevant laws and policies, and establishing an efficient risk early-warning mechanism.

Research on the Dynamic Measurement and Mechanism Optimization of Risk Resistance of Tourism Enterprises in Central and Western China

Feiran Liu — 2026-06-03

In the era of the digital economy, the deep integration of digital technology and the real economy has emerged as a strategic engine for industrial upgrading. This paper focuses on tourism enterprises in Central and Western China, which face inherent vulnerabilities to external shocks due to geographical and structural constraints. We construct a theoretical framework to evaluate the synergy between digital empowerment and traditional tourism operations, investigating its potential impact on enterprise risk resistance from both short-term financial stability and long-term organizational resilience. Through systematic logical deduction and mechanism analysis, this study reveals that digital-real integration can effectively mitigate internal control risks and enhance adaptive capacity through innovation-driven and resource optimization effects. The findings provide a theoretical basis and strategic guidance for the digital transformation and risk management of the tourism industry in less-developed regions.

Coordinating Precision, Efficiency, and Equity in Public Asset Operation: A Case Study of Yongzhou Stadium

Xiatong Bai — 2026-06-03

As public sports venues in China expand free or low-cost access, government-led facilities face persistent tensions between public-service obligations, asset operation, and sustainable openness. Using Yongzhou Stadium as a case, this paper adopts an explanatory single-case design to examine how government leadership and market empowerment can be coordinated. The study finds that resource-allocation precision improves through prior demand identification and functional reshaping; operational efficiency enhances through governmental coordination, professional operation, and multi-actor collaboration; and service equity and outcome equity are promoted through low-threshold access, compensation mechanisms, and spillover arrangements. The paper proposes a “precision-efficiency-equity” analytical framework and argues that the governance of public venues depends not on substituting government with market, but on coordinating multiple goals through institutional combinations.

Artificial Intelligence and the Institutional Efficiency of Environmental Policy: A Transaction Cost Perspective

Valeriia Tarasenko — 2026-06-03

Environmental policy effectiveness is often constrained not by instrument design itself, but by implementation frictions, information asymmetry, high monitoring and enforcement costs, and slow policy adjustment under rapidly changing climate and market conditions. This conceptual article develops a transaction cost perspective on how artificial intelligence (AI) can function as a governance infrastructure that strengthens environmental regulation. It highlights three channels: (1) intelligent monitoring that upgrades Monitoring, Reporting, and Verification (MRV) from periodic reporting to continuous data-driven oversight; (2) predictive modeling that supports adaptive recalibration of policy parameters through a policy feedback loop; and (3) improved integrity of carbon pricing and emissions trading systems (ETS) via anomaly detection and cross-validation of emissions claims. The analysis outlines expected economic effects, such as lower administrative and compliance costs, more reliable price signals, and stronger incentives for green investment, while emphasizing that benefits depend on institutional safeguards. A governance risk framework is proposed to address algorithmic bias, digital inequality, AI energy use, and technological dependency through measurable KPIs. Overall, AI complements rather than replaces environmental policy by expanding institutional capacity for effective regulation.

Research on the Youth-Oriented Marketing Strategy of Tea Drink Brands of Shenzhen M Catering Management Co., Ltd

Haihua Deng — 2026-06-03

This paper takes Shenzhen M Catering Management Co., Ltd. as the research object, analyzing its existing problems and core cruxes in the process of brand marketing youthification. Based on the brand life cycle theory and consumer behavior theory, this paper proposes a marketing youthification upgrade path centered on health visualization, narrative scenario, price gradient, and content co-creation, and points out that brand youthification is not a one-time image refresh, but a dynamic process of continuously calibrating the resonance frequency between brand value and the self-concept of the youth group. The research conclusion provides operable strategic references for the development of tea beverage brands in stock competition.

Research on the Impact and Strategies of Digital Marketing and Product Innovation on Interest- Based E-Commerce

Yunan Li — 2026-06-03

In the current shift to interest-based e-commerce, businesses are struggling with higher acquisition costs and homogeneous products. This study utilizes the ADO framework to examine how digital marketing and product innovation catalyze interest-led commerce, emphasizing the mediation of emotional value. We find that digital scenes and emotional product carriers work together to create emotional value, turning consumption into a ritual of healing and identity. By proposing specific pathways for emotional engagement and private domain growth, this paper provides both a theoretical base for future research and practical solutions for surviving saturated markets.

Research on the Credit Risk Assessment System of the “Instant Approval and Loan” Model for Small and Micro Enterprises Enabled by Fintech

Yilong Chen — 2026-06-03

The “instant approval and loan” for small and micro enterprises relies on fintech to achieve fully online and automated credit approval processes, greatly accelerating the financing speed. However, there are numerous credit risks such as data, technology, market, operational, and legal compliance risks. Based on practical scenarios, this paper defines the core connotation of this model, analyzes the specific manifestations of five core risks, and finally constructs a feasible credit risk assessment system from four dimensions: financial status, operational capacity, credit history, and market environment. This provides practical paths for financial institutions to optimize risk control and ensure the stable operation of their businesses.

Research on the Key Influencing Factors of Construction Enterprises’ Resilience: Based on Principal Component Regression Analysis

Huiling Li — 2026-06-03

In recent years, construction enterprises have faced multiple challenges such as economic fluctuations, complex risks, and intensified competition, and there is an urgent need to improve enterprise resilience to achieve sustainable survival and development. Based on the resource-based view and dynamic capability perspective, this paper explores the influencing factors of construction enterprises’ resilience. Selecting samples of 66 listed construction enterprises from 2019 to 2023, a principal component regression model of factors affecting enterprise resilience is constructed using principal component analysis and multiple regression analysis to identify the key influencing factors of construction enterprises’ resilience. The results show that enterprise resilience is mainly supported by four dimensions: endogenous capability building centered on human capital and digital transformation is the most critical; external resources and trust foundations represented by corporate reputation and financial capital are crucial; at the same time, the improvement of operational efficiency and the dispersion of supply chain risks also play important roles. These factors together constitute a multi-dimensional capability system for enterprises to resist shocks and achieve recovery.

A Cross-Country Comparative Study on the Impact of Institutional Distance on Adolescents’ Financial Literacy: Based on the PISA Database

Mingjun Zhu — 2026-06-03

As one of the core competencies of citizens, financial literacy is particularly important under the current global economic context, and adolescents’ financial literacy is closely related to the future development of a country. Based on the financial literacy assessment data of the Programme for International Student Assessment (PISA) from 2012 to 2022, this paper takes Belgium, which ranks highest in comprehensive scores, as the benchmark country. The analysis shows that institutional distance has a strong inverted U-shaped relationship with the financial literacy of 15-year-old adolescents in participating countries. That is, as the institutional difference between a participating country and Belgium increases, adolescents’ financial literacy first rises and then declines.

Research on the Mechanism of Virtual Reality Technology Empowering the Digital Regeneration of the Xilan Kapu Intangible Cultural Heritage Family

Lan Li — 2026-06-03

This study examines VR technology’s impact on traditional handicraft inheritance and innovation, using Tujia Xilan Kapu as a case. Based on field surveys and inheritor interviews, it investigates VR’s application in pattern restoration, skill display, and cultural dissemination, exploring its mechanism in promoting dynamic heritage inheritance and digital regeneration.

Green Finance ‘Ignite’ Corporate Low-Carbon Innovation: An Empirical Test Based on the Incentive Effect

Chenchen Bao — 2026-06-03

Corporate environmental protection investment serves as a green financial instrument characterized by “endogenous” features. Based on data from A-share listed companies on the Shanghai and Shenzhen stock exchanges from 2010 to 2023, this study examines its impact on green technological innovation and the underlying mechanisms. The findings reveal that environmental protection investment exerts a significant positive incentive effect on corporate green technological innovation, and these conclusions remain robust after controlling for endogeneity. Mechanism tests indicate that financing constraints serve as the core transmission channel: environmental investment alleviates financing constraints through signalling, thereby promoting green innovation, while the R&D investment channel is not significant. Heterogeneity analysis reveals that this effect is more pronounced in non-state-owned enterprises and high-carbon industries. The study recommends incorporating corporate environmental investment into the green finance policy framework, strengthening information disclosure, and stimulating the endogenous momentum of corporate green transformation.

A Collaborative Framework for Digital Internal Control and ESG Governance in Hainan Free Trade Port

Xuchen Wang — 2026-06-03

With the gradual implementation of the island-wide free trade port policy in Hainan, enterprises in Hainan free trade port are facing the compliance requirements of ESG authentication and EU carbon tariff while adapting to the policy. The triple compliance pressure makes the problem of digital internal control system and ESG governance of import and export enterprises on Hainan Island more and more obvious, and it is difficult to adapt to Hainan’s simple tax system of “zero tariff, low tax rate and simple tax system” and the import and export supervision mode of “first line liberalization and second line control”. Based on the standard method, theoretical analysis method, and system to analyze the coupling of digital ESG governance and internal control mechanism, in identifying close supervision, ESG verification, carbon tariff related compliance risk, based on establishing collaborative governance system, puts forward the phased implementation of the management system of the specific path. The study finds that there is a logical coupling between digital internal control and ESG governance, and the collaboration between the two can effectively solve the multiple compliance dilemmas of enterprises. Through the establishment of this cooperative mechanism, enterprise establish adaptation policy of free trade port management system, is the enterprise promote compliance ability and realize the sustainable development of the critical path. This paper enriches cross-research on corporate governance, digital internal control and ESG collaboration in Hainan free trade port, provides practical guidance for enterprise compliance management, and provides reference for regulatory authorities to optimize policies.

The Impact of MIS Investment on the Technical Efficiency of SMEs Under Digital Transformation: Empirical Evidence from China’s A-Share Small and Medium-Sized Listed Companies

Boyi Li — 2026-06-03

Using the panel data of small and medium-sized board listed companies in China’s A-share market from 2021 to 2024, this research applies the input-oriented DEA-BCC model to measure the technical efficiency at the company level and then adopts the industry-annual two-way fixed effects model to examine the influence of management information system investment on the technical efficiency of small and medium-sized enterprises. We find that the investment in the management information system significantly restrains the technical efficiency: an increase of one standard deviation in the investment intensity will lead to the efficiency decreasing by 0.0431 units, which is equivalent to 13.34% of the sample mean and this confirms that there is a productivity paradox in the digital transformation of small and medium-sized enterprises which is analogous to the classic Solow Paradox at the corporate level. This inhibitory effect is more obvious in small-scale, high-leverage, low-profitability companies, which shows that resource endowments and risk-resistance capabilities are indeed the key boundary conditions. This research not only provides micro-empirical evidence for the research regarding the digital transformation of small and medium-sized enterprises but also produces practical reference materials for enterprises and policymakers.

Survey on College Students’ Fresh Milk Consumption Behavior and Its Determinants

Haowen Sun — 2026-06-03

This study takes 326 college students as the research sample and employs a multiple regression model to empirically examine the effects of health consciousness, perceived quality and safety, perceived nutritional value, price sensitivity, purchase convenience, and brand preference on fresh milk purchasing frequency and willingness to pay a premium. The results indicate that health consciousness, perceived quality and safety, and perceived nutritional value have significant positive effects on purchasing frequency. Meanwhile, perceived quality and safety and price sensitivity exert the most significant influence on willingness to pay a premium. In addition, female consumers and students with higher consumption levels demonstrate a stronger willingness to pay a premium. This study provides empirical evidence for regional dairy enterprises to expand into the campus market and to optimize product strategies and channel distribution.

The Contemporary Economic Value of the Myth and Legend of Fu Xi: A Case Study of the Tianshui Region

Lirui Zhan — 2026-06-03

This paper systematically explores the contemporary economic value dimensions of the myth and legend of Fu Xi, taking the Tianshui region as a case study. These dimensions include the value of integrating culture and tourism, the industrialization value of intangible cultural heritage skills, the economic value of brand empowerment, and the innovative value of the digital economy. By analyzing practical cases in the Tianshui region, the paper examines the current status, pathways, and challenges of realizing this economic value, and proposes targeted optimization suggestions. These suggestions aim to provide theoretical references and practical insights for the in-depth exploration and transformation of the economic value of the myth and legend of Fu Xi, thereby supporting the upgrading of cultural industries and the coordinated economic and social development in the Tianshui region.

Research on Urban Business District Renewal Model under the Guidance of Industrial Ecosystem Cultivation: Paradigm Shift from “Spatial Investment Promotion” to “Ecological Creation”

Mei Xue — 2026-06-03

Based on the current development status of business districts in Liaocheng City, this paper analyzes the phenomena of space overcapacity, homogeneous business formats, insufficient coordination, data lag, and short assessment period. It proposes that the optimization path is guided by an industrial ecosystem that includes spatial structure reconstruction, cultivation of diversified business formats, collaborative operation, digital empowerment, and construction of an ecological evaluation system. With scientific data support and a long-term incentive mechanism, it is conducive to the efficient operation and sustainable development of business districts, providing institutional guarantees and practical references for the transformation and upgrading of urban commerce, and promoting the commercial ecosystem of Liaocheng City to move towards high quality and sustainability.

Research on the Influencing Factors of ESG Performance in Construction Enterprises

Huiling Li — 2026-06-03

Improving ESG performance is not only a national policy requirement, but also an inherent need for the long-term development of construction enterprises. Focusing on construction enterprises, this study sorts out relevant research on corporate ESG performance from the theoretical perspective of the strategic triangle view and summarizes 18 influencing factors. Combining principal component analysis and regression analysis, this paper quantitatively analyzes 18 factors affecting the ESG performance of construction enterprises using objective data of all A-share listed construction enterprises from 2019 to 2023, extracts 6 key influencing factors, and analyzes their influence degrees. Finally, relevant suggestions are put forward based on the analysis results.

Large Model-Driven Technology Transfer: Value Conduction, Policy Optimization and Empirical Exploration

Yiqun Pan — 2026-06-03

Addressing the challenges in the commercialization of traditional scientific and technological achievements, this study explores the empowerment mechanisms and value conduction pathways of large model technologies, and proposes policy optimization directions through empirical validation. First, a three-dimensional empowerment framework of “technology-subject-ecosystem” is constructed to elucidate how large models address traditional challenges through four key value conduction pathways. Subsequent empirical analysis using data from 2021–2023 demonstrates a positive correlation between large model adoption levels and technology transfer success rates, with particularly pronounced effects observed in high-tech enterprises, and R&D investment intensity playing a significant moderating role. Finally, based on the analytical framework and case studies, policy recommendations are formulated across four dimensions, providing actionable insights for overcoming technology transfer challenges.

Research on the Adoption Willingness of Generative Artificial Intelligence in Tourism Decision- Making Among Young Tourists: Based on the Anthropomorphic Perspective and an Improved UTAUT2 Model

Pianpian Luo — 2026-06-03

With the explosive growth of generative artificial intelligence (AIGC), it is profoundly transforming the travel decision-making paradigm of young tourists as a new decision-making support tool. Based on an improved Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), this study introduces anthropomorphic traits and perceived risk to construct a model of the influencing mechanism of young tourists’ willingness to adopt AIGC. Through structural equation modeling (SEM) analysis of 266 valid samples, it was found that: (1) Hedonic motivation is the primary driver of young tourists’ willingness to adopt, followed by performance expectancy and effort expectancy; (2) Anthropomorphic traits significantly positively drive perceived benefits through a fully mediating pathway, thereby indirectly enhancing adoption willingness; (3) The young group exhibits significant risk “desensitization” characteristics, with perceived risk having no significant impact on willingness; (4) AI literacy has no significant moderating effect in the adoption pathway, validating the “egalitarian” nature of AIGC technology. The research findings provide a scientific reference for cultural and tourism enterprises to optimize the interactive design of AIGC products and promote the popularization of digital and intelligent tourism.

Research on the Influencing Factors of Transaction Costs in Prefabricated Building Projects Based on the WSR Methodology

Qizhi Liu — 2026-06-03

Prefabricated buildings have advantages such as energy conservation and high efficiency, but the problem of high costs hinders their rapid development. Insufficient collaboration among participants and an imperfect policy system have led to increased costs of prefabricated buildings. From the perspective of transaction costs, this paper establishes an indicator system affecting the transaction costs of prefabricated buildings based on the WSR methodology, and identifies 31 influencing factors through literature review. AMOS software is used to conduct reliability and validity tests, confirmatory factor analysis, and path test analysis on the collected questionnaires to verify the fitness between the theory and hypotheses. The SEM analysis results show that factors such as project characteristics, market environment, decision management, contract management, construction management, personal systems, and enterprise systems have a negative impact on the transaction costs of prefabricated building projects. The model results can provide reference for general contracting enterprises to reduce the transaction costs of prefabricated buildings.

Digital Economy-Driven Coordinated Development in the Chengdu-Chongqing Twin-City Economic Circle: Mechanisms and Pathway Construction

Yiran Wang — 2026-04-30

With the development of digital technology in recent years, it has gradually been integrated into all sectors of the economy and reshaped the regional economy. The Chengdu-Chongqing Twin-City Economic Circle (CTEC) in western China is one of the main development areas of the region's economy. To promote the coordinated development of the region, this paper will examine how the digital economy can help achieve such coordination in the Central-Western Economic Circle (CTEC). As shown in the results of the mechanism analysis, the digital economy promotes coordinated development in all areas of the country, provinces, within provinces and among urban and rural areas through the following three channels: (1) penetration and empowerment, (2) network synergy and (3) spatial reshaping. Correspondingly, it is suggested that efforts be made to improve the digital infrastructure and connectivity, promote differential development strategies for the digital economy, enhance the digital literacy of human resources, etc.

Chain Mediation of Perceived Value and Brand Attachment: Brand Interaction’s Impact on Consumer Behavioral Intentions in Chinese Time-Honored Food Brands

Qi Duan — 2026-05-28

To elucidate how time-honored food brands may maintain long-lasting consumer relationships in the current market by identifying the mechanism by which brand interaction results in behavioral intention. Four latent constructs, consumer brand interaction (CBI), perceived value (PV; functional, emotional, and social), brand attachment (BA), and behavioral intention (BI), were the foundation of a consumer survey based on S-O-R and social-exchange theories. 274 valid responses were obtained using an online survey; the measurement and structural models were estimated using structural equation modeling (SEM), and the mediating and chain mediating effects were tested using PROCESS bootstrap. The results show that consumers’ behavioral intentions are positively impacted by brand interaction between time-honored food brands and customers, with perceived value and brand attachment acting as chain mediators between the two. In order to turn interactive experiences into repurchase, word-of-mouth recommendation, and premium purchase intentions, time-honored food companies should develop interaction tactics that simultaneously promote traditional craftsmanship and culture and improve perceived value and emotional attachment. In the context of Chinese time-honored food, this study is one of the first to confirm that perceived value and brand attachment chain mediation affect the relationship between brand interaction and behavioral intention. This study gives established Chinese time-honored food companies the theoretical foundation they need to create successful brand interaction strategies.