Factors That Affect the Purchasing Decisions of Online Bookstore Consumers

By Ganesh Kumaraguru. Stanford University. 

A lot of papers have studied the behavior of customers in different areas of business. Even in the online book industry, several papers have been written. However, given the rapidly changing nature of the book industry, it is difficult to find a dated paper that accurately reflects the current market. This paper will explore the factors that currently affect the behavior of an online book customer in purchase decisions. It will mainly focus on college students although some insights can be applied to all consumers. Due to the small survey response rate, it is difficult to comment on statistical significance although trends in data are definitely noted and analyzed.

Read the full paper here.