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Evaluating the Attributes of Online Bookstores: Empirical Evidence from Young Consumers in Vietnam

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Abstract

In recent times there has been a proliferation of online bookstores, especially in emerging market economies. The purpose of this study was to explore the evaluation of online bookstore attributes among young consumers in Vietnam. A paper-based survey was employed to obtain data from consumers up to the age of 24 who had recently purchased books online. The empirical results revealed the following six key attributes of online bookstores: website design, order fulfillment, communication, merchandise, security and privacy, and promotion. The findings also demonstrate that consumers hold unfavorable evaluation with respect to website communication and website security and privacy. These findings have important implications for publishers and retailers who aim to increase their online sales.

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Authors and Affiliations

  1. Department of Entrepreneurship, Innovation and Marketing, La Trobe Business School, La Trobe University, Bundoora, VIC, 3086, Australia

    Ninh Nguyen

  2. Department of Research Administration, Thuongmai University, 79 Ho Tung Mau Road, Hanoi, 100000, Vietnam

    Hoang Viet Nguyen & Viet Thao Tran

  3. TRT for Business Intelligence, University of Economics - The University of Danang, Danang City, 50000, Vietnam

    Le Van Huy

  4. Faculty of Business Administration, Nguyen Tat Thanh University, 300A Nguyen Tat Thanh, Ho Chi Minh City, 70000, Vietnam

    Xuan Nhi Nguyen

Authors
  1. Hoang Viet Nguyen
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  2. Le Van Huy
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  3. Xuan Nhi Nguyen
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  4. Viet Thao Tran
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  5. Ninh Nguyen
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Correspondence to Ninh Nguyen.

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Nguyen, H.V., Huy, L.V., Nguyen, X.N. et al. Evaluating the Attributes of Online Bookstores: Empirical Evidence from Young Consumers in Vietnam. Pub Res Q 35, 236–241 (2019). https://doi.org/10.1007/s12109-019-09652-w

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  • DOI: https://doi.org/10.1007/s12109-019-09652-w

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