The Readers’ Books Consumption Behavior Research Under The Network Condition In Sichuan

In recent years, with the rapid development of the network, the online store more and more after and loved by the businessmen sought. And all these is because that the network opened up a new way to buy-online shopping, for us. Under this new consumption patterns, consumers get a more affordable and convenient, so the online store were preferred more and more. But it has a tremendous impact the brick-and-mortar stores. And the book is the best commodity for online sales, so the mortar bookstores has been shocked most.Along, the level of books consumption is seriously lagging economic development. Thus, the whole market of book has been in a weak state. And more, the prices of book rise is also only a little. In contrast, however, China’s human resources and house prices have begun to rise. This means that mortar bookstores must take more costs for its running. At last, the vicious price competition on the books market makes the physical bookstore operating environment become more difficult. At the moment, the rapid development of the network did not bring any good news to the real bookstore, but harsher living environment. The rapid development of the online bookstore, such as the strong entry of Amazon,360Buy, Taboo, makes the book market which is not big is further divided. And this becomes the last one straw that makes the entities bookstore which operate difficult breakdown.On the surface, the online store is the directly case that makes brick-and-mortar stores closed (mortar bookstores as well). But this is not right. From a deeper level analysis, the online store has changed the market structure, more important it has changed the consumers’spending habits, gives consumers a new shopping channel. This new shopping channel can give consumers a cheaper price and more convenient. Based on this point, under the network conditions, this paper studies the consumer behavior characteristics of Sichuan Province readers. Research under what conditions Sichuan readers choose online bookstore rather than the traditional physical bookstore.Based on the consumer utility maximization and risk benefit theory, the paper respectively discusses the online consumption characteristics of consumer. At the same time, it also studies the readers’ books online consumer behavior characteristics on micro. By the931questionnaires data of sichuan XX bookstore, the paper uses the Logit model empirical analysis the readers of sichuan province online consumer behavior characteristics. It found that the convenience is one of the largest positive impacting to readers buy books online, while the TV is one of the largest negative impacting.