THE IMPACT OF THE COVID-19 PANDEMIC ON ONLINE CONSUMER BEHAVIOR FOR THE BOOK MARKET IN ROMANIA

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dc.contributor.authorDincă, Violeta Mihaela
dc.contributor.authorDima, Alina Mihaela
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2022-12-12T11:20:21Z
dc.date.available2022-12-12T11:20:21Z
dc.description.abstractThe COVID-19 pandemic and the subsequent lockdown, along with the social distancing rules imposed by governments around the world, have caused major changes in the publishing industry and, therefore, in the book consumption patterns. The main goal of this paper is to identify the changes in the purchasing habits of book consumers within two different frameworks of motivations: utilitarian and hedonic – both studied during the COVID-19 pandemic. A model was developed to study the effects of the COVID-19 pandemic as a circumstantial impact, because it implicated the temporary shutdown of physical bookshops, the uncertainty of contracting the virus by visiting the shops once they re-opened along with the upgrades that online bookshops developed during the pandemic to attract customers. Data were gathered from 410 Romanian consumers by applying an online survey. Multivariate data analysis applied to the model showed that the COVID-19 pandemic context had a positive and significant influence on the customers’ intents of online book purchasing. Moreover, while hedonic reasons exerted a compelling influence on the customers’ intents to buy books online, the association between utilitarian reasons and online buying intents is positive, but insignificant. These results could support all stakeholders within the book market, such as publishing firms and online bookshops to strengthen their online presence – to develop their websites, their social media pages, as well as expand their advertising operations through different channels. The outcomes of this research are important and useful also for the academic environment, as the changes within the book market and the evolution of book consumption behavior influence research and academic writing overall.en
dc.formattext
dc.identifier.doi10.15240/tul/001/2022-4-010
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/166305
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
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dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectcustomer shopping preferencesen
dc.subjectpandemicen
dc.subjectCOVID-19en
dc.subjectonline bookshopsen
dc.subjecthedonicen
dc.subjectutilitarian reasonsen
dc.subject.classificationL81
dc.subject.classificationL11
dc.subject.classificationD91
dc.titleTHE IMPACT OF THE COVID-19 PANDEMIC ON ONLINE CONSUMER BEHAVIOR FOR THE BOOK MARKET IN ROMANIAen
dc.typeArticleen
local.accessopen
local.citation.epage163
local.citation.spage155
local.facultyFaculty of Economics
local.filenameEM_4_2022_10
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue4
local.relation.volume25
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