The Book Purchse Channel Conversion Research Based On The Perspective Of Consumer Decision Making

In recent years, management of global entity bookstores is in an emergency that Barnes bookstore chains in USA decreases at the speed of8-12a year. According to incomplete statistics, from2007to2012, the number of the collapse in private bookstores is far more than ten thousands. In the past20years, each year only Guangzhou area there is an at least one of the Xinhua bookstores closed down.Entity bookstore which is the cultural image of a country has a relationship with development of national culture soft power. In today’s prosperous culture market, entity bookstore is facing difficulties. In the past, scholars attribute it to surface phenomenon, such as the rise of electronic commerce, high rent, increase of the human cost and so on, but ignore the fundamental reason of channel loss which is caused by consumers’purchase decisions.From the information search and product purchase two stages of consumer decision-making, this paper constructed book purchase channels conversion model undermulti channel scenariosto explore the inherent mechanism of book purchase channels transformation.This paper analyzed questionnaire data by SPSS20.0and used Eviews6.0to construct bivariate probit model hypothesis test and multivariate linear regression model, confirmed that search pleasure、 search convenient、price sensitivity、risk purchase、evaluation efforts、delivery time are key fators of influencing the concumer channel time are key factors of influencing the consumer channel conversion. Therefore, Entity bookstores bus-iness success should be undertaken to enhance consumer search pleasure perception、search convenient perception and price sensitivity perception, and reduce risk purchase perception、evaluation efforts perception, shorten delivery time perception. At the same time, entity bookstores should also improve the quality of service to meet different consumer groups purchase demand, to strengthen the lock-in effect.