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Bookselling online: an examination of consumer behaviour patterns.

Laing, Audrey; Royle, Jo


Jo Royle


Based upon empirical research, and using a range of methods, this paper examines the behaviour and experiences of consumers in online bookselling settings and offers comparison between online and offline (traditional) bookselling. The research finds that while the convenience of online bookshops is important, the key factors enticing consumers online are a combination of breadth of range, ease of access to obscure titles, as well as personalised recommendations and customer reviews. The research is of value to the book trade, highlighting consumer responses to widely adopted online marketing approaches. The research also contributes to scholarly knowledge in the fields of consumer behaviour, e-marketing and e-commerce in online bookselling, as well as providing findings which can be tested in other online settings, informing future theoretical research.


LAING, A. and ROYLE, J. 2013. Bookselling online: an examination of consumer behaviour patterns. Publishing research quarterly [online], 29(2), pages 110-127. Available from:

Journal Article Type Article
Acceptance Date Apr 20, 2013
Online Publication Date Apr 20, 2013
Publication Date Jun 30, 2013
Deposit Date Sep 22, 2015
Publicly Available Date Sep 22, 2015
Journal Publishing research quarterly
Print ISSN 1053-8801
Electronic ISSN 1936-4792
Publisher Springer
Peer Reviewed Peer Reviewed
Volume 29
Issue 2
Pages 110-127
Keywords Bookselling; Browsing; Online consumer behaviour; E-commerce; E-marketing; Long tail
Public URL


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