Influencing Factors Of Customers’ Purchase Intention In Campus Convenience Stores

Throughout the retail consumer market over the past few years,the convenience store industry is one of the few brick-and-mortar retail sectors that can maintain its growth trend.As the most consumer-friendly format in the retail business field,convenience stores contain great development potential.Represented by chain brand convenience stores,its main consumer group is 18 to 30 years old customers,which is highly compatible with the customer group of the campus market,and the college student group is not only a consumer force that cannot be ignored at present,but also the main consumption force in the future,so the convenience store opening boom gradually poured into the campuses of major universities.The college market has become an important and strategic market in the convenience store industry,with huge room for development.In today’s increasingly homogeneous products,campus convenience stores rely on the differentiated competitive advantage obtained by commodities to continue to decrease,coupled with consumption upgrades,consumers are paying more and more attention to emotional consumption,and service scenarios are the decisive factor affecting emotional consumption,and it is also an important means to build differentiated advantages.However,the retail businesses within major universities are mostly primary commercial formats such as mom-and-pop stores,grocery stores,and small individual stores,which cannot effectively attract consumers in terms of external image,space layout,store staff quality,and service items,which brings space for brand convenience stores to enter the campus,and at the same time puts forward higher requirements for brand convenience stores.Starting from the background of the general backward development of campus convenience stores and imperfect service scene factors,this paper introduces the research direction of this paper and determines the research purpose,significance and innovation points.Subsequently,literature on service scenarios and purchase intentions was reviewed,summarizing previous scholars’ research on the specific dimensions and factors of service scenarios,and introducing relevant theories such as SOR stimulus response theory in this article.This paper selects a very typical and representative enterprise Y as the case study object,uses the grounded theoretical research method,and identifies the service scene factors affecting customers’ purchase intention in the campus market of enterprise Y’s convenience store through case analysis and exploration of influencing factors,constructs a model of the influencing factors of customer purchase intention of campus convenience store from the perspective of service scene,and analyzes the influencing factors.Finally,according to the influencing factor model and combined with the actual situation,feasible suggestions are put forward for the optimization of campus convenience store service scenarios.Through the study,the following conclusions are mainly drawn:(1)For campus convenience stores,the influencing factors of customers’ purchase intention from the perspective of service scenarios are divided into four dimensions: physical dimension,social dimension,service function dimension and security guarantee dimension.(2)The role of influencing factors of campus convenience store service scenarios is mainly reflected in the impact of campus convenience store service scenarios on customers’ emotions and cognition,which in turn affects customers’ purchase intentions.(3)Based on the practical experience of typical case Y enterprise campus convenience store,the model of influencing factors of customer purchase intention of campus convenience store from the perspective of service scene has strong reference significance for the construction of service scenarios of other campus convenience stores.