Advertisement

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
Article
  • 24 Downloads

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.

Keywords

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

Notes

References

  1. 1.
    Pettersen CT, Colbjørnsen T. Omnichannel and digital-only: analyzing digital bookselling operations in four Norwegian bookstores. Publ Res Q. 2019;35(1):108–21.CrossRefGoogle Scholar
  2. 2.
    Laing A, Royle J. Bookselling online: an examination of consumer behaviour patterns. Publ Res Q. 2013;29(2):110–27.CrossRefGoogle Scholar
  3. 3.
    Hung NM. Vietnam: challenges and opportunities for publishers. Publ Res Q. 2016;32(3):266–71.CrossRefGoogle Scholar
  4. 4.
    Nguyen TN, et al. Green purchase behavior: mitigating barriers in developing countries. Strat Dir. 2017;33(8):4–6.CrossRefGoogle Scholar
  5. 5.
    Hoang TH, Nguyen N. Why do university students refrain from using e-books in libraries? Empirical evidence from Vietnam. Publ Res Q. 2018;34(4):568–72.CrossRefGoogle Scholar
  6. 6.
    Mathwick C, Malhotra N, Rigdon E. Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment. J Retail. 2001;77(1):39–56.CrossRefGoogle Scholar
  7. 7.
    Yoo B, Donthu N. Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Q J Electron Commerce. 2001;2(1):31–45.Google Scholar
  8. 8.
    Wolfinbarger M, Gilly MC. eTailQ: dimensionalizing, measuring and predicting retail quality. J Retail. 2003;79(3):183–98.CrossRefGoogle Scholar
  9. 9.
    Jin B, Park JY. The moderating effect of online purchase experience on the evaluation of online store attributes and the subsequent impact on market response outcomes. Adv Consum Res. 2006;33(1):203–11.Google Scholar
  10. 10.
    Nguyen TN, Lobo A, Nguyen BK. Young consumers’ green purchase behaviour in an emerging market. J Strat Mark. 2018;26(7):583–600.CrossRefGoogle Scholar
  11. 11.
    Pham TH, et al. Evaluating the purchase behaviour of organic food by young consumers in an emerging market economy. J Strat Mark 2018:1–17.Google Scholar
  12. 12.
    Phan TTH, et al. Promoting the purchase of textbooks in the vietnamese higher education sector. Publ Res Q. 2018;34(1):89–95.CrossRefGoogle Scholar
  13. 13.
    Hair JF, et al. Multivariate data analysis. Upper Saddle River: Prentice Hall; 2010.Google Scholar

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

Personalised recommendations