Online Book Shopping in Vietnam: The Impact of the COVID-19 Pandemic Situation
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Online Book Shopping in Vietnam: The Impact of the COVID‑19 Pandemic Situation Hoang Viet Nguyen1 · Hiep Xuan Tran2,3 · Le Van Huy4 · Xuan Nhi Nguyen5 · Minh Thanh Do6 · Ninh Nguyen7,8
© Springer Science+Business Media, LLC, part of Springer Nature 2020
Abstract The coronavirus disease 2019 (COVID-19) pandemic will have a large impact on the publishing industry. This research aims to investigate the influences of the COVID19 pandemic situation, utilitarian and hedonic motivations on consumer intention to buy books online. It conceptualizes the effects of the COVID-19 pandemic as situational influences, which involve the closure of physical bookstores, health risks associated with visiting such stores, online shopping trend and additional marketing efforts from online bookstores during the pandemic. Data were collected from 275 Vietnamese consumers using an online survey. Multivariate data analysis reveals that the COVID-19 pandemic situation has a positive and significant impact on consumer intention toward online book shopping. Furthermore, while utilitarian motivation exerts a strong effect on consumer intention to purchase books online, the relationship between hedonic motivation and online purchase intention is positive but insignificant. These findings would assist key stakeholders such as publishers and online bookstores to improve the quality of their websites as well as develop their marketing campaigns. Keywords COVID-19 · Online book shopping · Online bookstores · Utilitarian motivation · Hedonic motivation · Purchase intention · Marketing efforts
Introduction The coronavirus disease 2019 (COVID-19) pandemic will have large effects on key stakeholders in the publishing industry. Given that physical bookstores may be forced to close temporarily and that consumers may not want to travel to such brick-and-mortar stores because of health concerns, the demand for online book shopping will expectedly rise quickly in the short term. There is therefore an * Hoang Viet Nguyen [email protected] Extended author information available on the last page of the article
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Publishing Research Quarterly
urgent need for publishers and booksellers to develop and reinforce their presence online. These stakeholders also need to develop effective marketing strategies aiming at promoting consumer purchase behavior and understanding consumer motivations for online book shopping is a prerequisite. Despite the proliferation of online booksellers, there are only limited number of studies examining factors affecting consumer online book purchase. A notable study conducted by Laing and Royle [1] reveals that good prices, product range, convenience and speed delivery are major qualities of consumer experience associated with online book shopping. Hsiao [2] reports that consumers purchase book online to save travel time and cost. Nguyen et al. [3] assert that online shoppers pay attention to the following key attributes of online bookstores: website design, merchandise, order fulfillment, commun
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