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

  • Hoang Viet Nguyen
  • Le Van Huy
  • Xuan Nhi Nguyen
  • Viet Thao Tran
  • Ninh NguyenEmail author


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.


Bookstores Website Online channels Young consumers Website design Website communication Website security and privacy 



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Copyright information

© Springer Science+Business Media, LLC, part of Springer Nature 2019

Authors and Affiliations

  • Hoang Viet Nguyen
    • 2
  • Le Van Huy
    • 3
  • Xuan Nhi Nguyen
    • 4
  • Viet Thao Tran
    • 2
  • Ninh Nguyen
    • 1
    Email author
  1. 1.Department of Entrepreneurship, Innovation and Marketing, La Trobe Business SchoolLa Trobe UniversityBundooraAustralia
  2. 2.Department of Research AdministrationThuongmai UniversityHanoiVietnam
  3. 3.TRT for Business IntelligenceUniversity of Economics - The University of DanangDanang CityVietnam
  4. 4.Faculty of Business AdministrationNguyen Tat Thanh UniversityHo Chi Minh CityVietnam

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