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 Nguyen

Research output: Contribution to journalArticlepeer-review

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.

Original languageEnglish
Pages (from-to)236-241
Number of pages6
JournalPublishing Research Quarterly
Volume35
Issue number2
DOIs
Publication statusPublished - 15 Jun 2019
Externally publishedYes

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