Abstract
A study was conducted to find out the important factors that affect a book buyer's choice of two competing channels: online vs. conventional. The results show that the four most important factors that affect consumer's choice of the online channel are: (1) minimize misuse of credit card; (2) minimize fraud; (3) make better purchase choices; and (4) maximize access to information. The only factor that prompts consumers to purchase from the physical bookstore is the ability to “see” the product.
| Original language | English |
|---|---|
| Pages (from-to) | 137-152 |
| Number of pages | 16 |
| Journal | Journal of International Consumer Marketing |
| Volume | 14 |
| Issue number | 2-3 |
| DOIs | |
| Publication status | Published - 1 Apr 2002 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 8 Decent Work and Economic Growth
User-Defined Keywords
- Bookstore
- Channel choice
- Hong Kong
- Online and conventional channels
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