Publishing Research Quarterly

, Volume 29, Issue 2, pp 110–127 | Cite as

Bookselling Online: An Examination of Consumer Behaviour Patterns

  • Audrey LaingEmail author
  • Jo Royle


Based upon empirical research, and using a range of methods, this paper examines the behaviour and experiences of consumers in online bookselling settings and offers comparison between online and offline (traditional) bookselling. The research finds that while the convenience of online bookshops is important, the key factors enticing consumers online are a combination of breadth of range, ease of access to obscure titles, as well as ‘personalised’ recommendations and customer reviews. The research is of value to the book trade, highlighting consumer responses to widely adopted online marketing approaches. The research also contributes to scholarly knowledge in the fields of consumer behaviour, e-marketing and e-commerce in online bookselling, as well as providing findings which can be tested in other online settings, informing future theoretical research.


Bookselling Browsing Online Consumer behaviour E-commerce E-marketing Long tail 


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Copyright information

© Springer Science+Business Media New York 2013

Authors and Affiliations

  1. 1.Department of Communication, Media and Marketing, Aberdeen Business SchoolRobert Gordon UniversityAberdeenUK

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