Research On The Impact Of Physical Bookstore Scene On Consumer Value Co-Creation Intention

Physical bookstore is one of the important urban cultural space and the cultural symbol of a city.The number of physical bookstore is an important embodiment of the civilization degree of a city.Since the 21 st century,with the vigorous development of the Internet,online bookstore and digital reading has given rise to a new reading habits,with sales of paper books for the main business entity bookstore into the development of the winter,then in the support of national policy and bookstore operator's double efforts of the entity bookstore has experienced the deconstruction,restructuring,transformation and upgrade phase,A large number of brick-and-mortar bookstores have sprung up for the purpose of scenarioized,immersive experiences.At this stage,the scene construction of some physical bookstores has achieved initial results."The most beautiful bookstore" and "Online red bookstore" have become important places for people to take photos and punch cards.However,bookstores are not tourist attractions,and their main function is to meet people's demand for books,and to further say,to meet people's spiritual and cultural needs.This study based on the current entity bookstore scenario construction of reality,on the scenario theory,customer experience value,such as consumer value to create a willingness to study as the theoretical basis,attempt to through empirical method for entity bookstore scenario can promote consumer value create desire,and combined with the empirical analysis results puts forward some feasible Suggestions for store operators.As a powerful weapon to study the development of post-industrial cities,scene theory has attracted wide attention in academic circles.The theory holds that cultural symbols and visual aesthetics have an increasingly obvious impact on urban development.The scene theory holds that the scene is composed of living and cultural facilities,which convey the cultural values of the space.Based on the scene theory,this study establishes the relationship model between the scene of physical bookstores,consumer experience value and consumer value co-creation intention,and puts forward relevant research assumptions.In the empirical research part,network questionnaire was used to collect data,and SPSS26.0,AMOS26.0 and EXCEL were used to process the sample data,and then descriptive statistical analysis,reliability test,validity test,correlation test and regression analysis were carried out,and the mediating effect of consumer experience value was tested.The following conclusions are drawn:(1)consumer value co-creation intention is directly influenced by physical and behavioral scenes of physical bookstores.(2)The functional experience value and emotional experience value of consumer experience value are significantly affected by the physical scene of the physical bookstore,while the functional experience value,emotional experience value and social experience value are significantly affected by the behavioral scene of the physical bookstore.(3)Consumer experience value has a significant positive impact on consumer value co-creation intention of physical bookstores.(4)The consumer experience value of physical bookstores plays an intermediary role between the scene of physical bookstores and the willingness of consumers to co-create value.According to the hypothesis testing results,this study gives the following suggestions to the operators for the scenario construction of physical bookstores:(1)improve the physical scene of physical bookstores and provide functional experience value.(2)Create experiential physical scenes to enrich the emotional experience value of consumers.(3)Optimize the behavior scenes of physical bookstores and improve the functional suitability.(4)Establish a social relationship platform to meet the emotional and social experience value of consumers.