Research On The Impact Of Wuhan's Transformation Of Physical Bookstores On Consumer Consumption Willingness

The existence of physical bookstores is a symbol of cultural heritance and a bridge.For a city,there are many indicators reflecting the development of urban culture,among which the number of bookstores is an important one.For a central city like Wuhan,which has a solid economic foundation and profound cultural and historical accumulation,the significance of the existence of physical bookstores is "icing on the cake".For consumers,physical bookstore is a kind of‘elastic demand'rather than‘rigid demand'.The special orientation has put forward higher demands on the develoment of physical bookstores.Therefore,the study of physical bookstores should establish two research subjects:consumers and bookstores.By looking for the organic connection between supply and demand,and combining the humanistic and economic characteristics of Wuhan,it is necessary to construct a transformation mode that caters to consumers' tastes and motives,and to seek a key breakthrough to stimulate consumers' consumption will.Through the literature research method,the author first understands the current domestic and foreign scholars' research models and paradigms of physical bookstores,and combs the two major theories of user experience and consumer behavior.Secondly,the author extracts the focus and innovation points applicable to this study,and on this basis,considers the limitations of the current study,establishes the research direction of this paper for physical bookstores,and constructs a new research paradigm from the perspective of consumers.On the basis of literature research method,a basic framework for the nested use of user experience and consumer behavior theory is built.Under this framework,several low-dimensional influencing factors are used to explain the high-dimensional theory.As the research hypothesis of this paper,an initial model serving for subsequent empirical research is built,and the measurement indexes of the questionnaire are set.An empirical research is carried out by combining the research hypothesis and the initial model proposed earlier.From the perspectives of overall design,propaganda model,social environment,marketing and service of many physical bookstores,interviews and pre-surveys are conducted for a certain number of customers.It is assumed that the innovative construction of physical bookstores has an impact on the customer behavior and experience in terms of publicity and promotion,social environment and marketing,as well as management and service.According to the actual situation,8 representative physical bookstores in Wuhan were selected as survey samples,and the customers in the bookstores were randomly selected to issue questionnaires to investigate their attention,demand and satisfaction to the publicity and promotion,social environment and marketing,as well as management and service of the physical bookstores.After the questionnaires were collected,collated and statistically analyzed,SPSS and AMOS tools were used for data analysis to determine the influencing factors of the innovative construction of the physical bookstore in terms of publicity and promotion,social environment and marketing,management and service on user behavior and experience,and screen out the influencing factors with larger weights,and eliminate the influencing factors that are not significant.Factor completes the establishment of structural equation model from presupposition model to saturation model.The model validates that the transformation construction of physical bookstores has a positive stimulating effect on Willingness to consume and a positive promoting effect on user experience evaluation.Finally,through the analysis and evaluation of the empirical data and model results,this paper summarizes the problems and obstacles in the transformation of Wuhan's physical bookstores.Combining with the overall framework of the model and data,the author puts forward countermeasures and suggestions for the transformation of physical bookstores from different dimensions and different influencing factors.From the perspective of consumers,the author evaluates which transformation measures and development directions of physical bookstores can make great contribution to the promotion of consumers' consumption interests and wishes.The author hopes that the physical bookstores will cater to market demand and precipitate customers through optimizing development ideas,conducting innovative and differentiated construction,which makes physical bookstores truly become a cultural and commercial complex that can withstand the test of the market and meet market demand.