Research On Marketing Strategy Of Shared Study Room Based On Consumers’ Purchase Intention

With the development of sharing economy,shared paid study room has gradually come into the public’s vision in recent years.Our country is gradually transforming to a learning society,and all kinds of new learning enterprises are developing rapidly.Driven by the sharing economy and the upsurge of knowledge payment,the construction of a new learning society needs more professional learning places.At the same time,intelligent learning paid study rooms are quietly rising.Although the overall number of shared study rooms is increasing,their profitability is still not ideal.Therefore,it is of great significance to analyze the buying intention and marketing strategy of consumers who share study rooms at this stage.This paper aims to explore the factors influencing the purchase intention of consumers of paid study rooms,and then put forward effective marketing strategies for shared study rooms.First of all,this paper selects four dimensions that affect consumers’ purchase intention of shared study rooms through studying and combing relevant literature at home and abroad,which are individual characteristic factors,internal demand factors,external environment factors and study room characteristic factors.Secondly,it puts forward four hypotheses about consumers’ purchase intention of shared study rooms.The questionnaire was designed and compiled,and the questionnaire was distributed and the data was recovered by the questionnaire star.Finally,a structural equation model is built according to the factors that affect consumers’ purchase intention,and the collected data is analyzed to verify the hypothesis proposed before.After verification,the following conclusions are drawn: educational background has a significant positive effect on consumers’ purchase intention,while working years have a significant negative effect on consumers’ purchase intention.Other internal demand factors,external environment factors and study room characteristics all have a positive effect on consumers’ purchase intention.Based on the above research,it is found that the main consumer groups of shared study rooms at the present stage mainly have the following characteristics: aged 18-30,working years of 3-5 years and bachelor degree or above.Therefore,in order to obtain good results,the marketing strategy of study room should mainly target at this group of people.At the same time,operators need to understand the purpose of consumers to consume shared study rooms and analyze the internal needs of customer groups.Improve the service level and increase the supporting facilities of study rooms.In terms of external environment,study room owners should enhance the convenience of study room and open up new marketing channels.Improving the above aspects will increase consumers’ purchase intention and enhance the effectiveness of marketing strategies.