Research on the Influence of Consumption Scenario on SATURNBIRD COFFEE Purchase Intention

Abstract

With the booming development of the coffee industry, consumers 'sense of identity for coffee culture is enhanced, and consumers' demand for coffee intake has also developed from the initial social scene demand to the functional scene demand, which is increasingly closely connected with consumers' life scenes, and the demand for coffee drinking scenes is gradually diversified.Based on this, this paper analyzes the consumption scene of Saturnbird Coffee brand construction, through the analysis and arrangement of the field of literature, including consumption scene, perceived value and consumer purchase intention, as the basis of building research concept, summarizes the research status of the topic, including the concept of consumption scene and scene affect consumer behavior at home and abroad research situation, build a conceptual model and assumptions.According to the questionnaire data, the model was analyzed and verified, the impact of consumption scenarios on consumers' purchase intention was quantified, and the data were summarized and analyzed.This paper demonstrates that the consumption scene has a positive impact on the users' purchase behavior. Finally, combined with the actual situation of Saturnbird Coffee brand, it is proposed that the brand should pay attention to the construction of scenes in marketing.