The dilemma of brick and mortar bookstores: An exploration of trends, consumer motives and perceptions, and possible paths to sustainability

Abstract

This research explores how digitalization has impacted brick-and-mortar bookstores in China as well as consumers’ motives and perceptions. Digitalization has brought profound changes with regard to the use and production of printed materials including the development of internet-accessible literature and has resulted in threats to brick-andmortar bookstores’ position in the business value chain. Many bookstores have closed and those remaining are facing difficulties and must seek ways to compete in the technology-enabled marketplace. Quantitative research, including descriptive and inferential data from an online survey, was used to assess the respondents’ reading patterns, and perceptions of physical bookstores’ role and value add. Primary data collected through an online survey was analyzed. The findings indicate that bookstores could continue to provide value and may be viable, however, doing so requires transformation, adaptation, and innovation. Suggestions are offered for further related studies to be undertaken.