research on compound business model of private bookstores based on investigation and analysis of rea

1、<p>　　Research on Compound business model of Private bookstores Based on investigation and analysis of Rea</p><p>　　（Shanghai University of Finance and Economics, Shanghai 200433） </p><p>　

2、　Abstract. In recent years, there is more and more information that the private stores have went bankrupt. Compound business model of cultural product is the way out of private bookstores. Based on the previous study on

3、consumer motivation theory, the paper uses the statistical method of factor analysis to establish reader’s demand motivation model of compound business model. And from the perspective of supply, the paper extracts four i

4、mportant dimension features of compound private bookstores. T</p><p>　　Key words: compound private bookstores, private model, consumption motivation, supply, development suggestions </p><p>　　In

5、troduction </p><p>　　Bookstore is a sign of the level of civilization in a country and a city. Good actual bookstores are honored as the cultural card of a city. The private stores with cultural flavor inclu

6、ding Halloween in Beijing, Pioneer in Nanjing, Monsoon in Shanghai and Eslite in Taibei are the culturally pure land to be expected by people. </p><p>　　In the last decade, high rent, expensive human cost, d

7、iscount network bookstores and wide spread digital products make the private bookstores encounter the bankruptcy. The statistic data shows that there are about 100 private stores going bankrupt in China from 2007 to 2009

8、. </p><p>　　However, the background that the culture needs to develop greatly doesn’t allow private bookstores extinct. Rapid development of economy needs the support of strong cultural spiritual connotation

9、. And private bookstores are honored as the habitat of urban civilization and spiritual home of the modern generation. Sine private bookstores encountered bankruptcy, many book lovers hold activities spontaneously to def

10、end actual bookstores. The policy support of the government makes the development of </p><p>　　From the field investigation and exploration, we find that while satisfying the consumption demand of readers, c

11、ompound private bookstores have many problems which may hinder the creative development of private bookstores. Therefore, the paper summarizes the disadvantages of compound business model of the private bookstores, and p

12、roposes constructive suggestions to promote the development of private bookstores. </p><p>　　Retrospection on Previous Researches </p><p>　　Leibenstein consumption motivation </p><p&g

13、t;　　Leibenstei divides the demand on goods and services into functional requirement and non-functional requirement from the perspective of consumption motivation. Functional requirement means the requirement of consumer

14、on the internal quality of goods and services, and is not influenced by the other consumer’s decisions. If the consumption of the consumer on goods and services is not for the internal quality, it belongs to non-function

15、al requirement. Influencing the external effect of utility is th</p><p>　　2.2 Western luxury consumption motivation </p><p>　　While studying western luxury consumption motivation, the foreign sc

16、holars, Vigneron Franck and Lester W. Johnson (1999) divided the consumers into public private self-conscious and individual private self-conscious. The influence of reference group was divided into interpersonal influen

17、ce and self influence. Interpersonal influence affects three luxury consumption motivations of western luxury, display, lead and conformity. Self influence affects two consumption motivations, enjoyment and perfe</p&g

18、t;<p>　　Establishment of Reader Consumption Demand </p><p>　　Motivation Model </p><p>　　Motivation factors and measurement items </p><p>　　Based on the existing researches of

19、 the foreign scholars about consumption motivation and the characteristics of reader’s consumption of compound private bookstores, we initially establish reader consumption motivation model. Then, the consumption motivat

20、ion model is modified by deeply interviewing 8 consumers of 4 bookstores for 20 minutes. Finally, we get 10 motivation factors and 27 measurement items, as shown in Figure 1. 　　Figure 1 Reader consumption motivation fac

21、tors and measurement item</p><p>　　Quantitative analysis and model establishment </p><p>　　The investigation gives priority to questionnaire and is supplemented by interview. The randomly issued

22、 objectives of questionnaires are consumers of 12 compound private bookstores near University Road, Fuzhou Road and South Shaanxi Road. 550 pieces of questionnaires are issued, and 516 were recycled, the recycled rate is

23、 93.82%, in which there are 485 pieces of effective questionnaires, and the effective rate was 93.99%. </p><p>　　(1) Measurement item analysis </p><p>　　The purpose of measurement item analysis

24、is to judge the discrimination. The research selects t inspection. The process is that the sum of the scores of the subject is ranked from low to high, 27% of the high scores is the high-score group, and 27% of the low s

25、core is the low-score group. The mean numbers of the score of each question of two groups are compared. And the number is called critical ratio. Generally speaking, CR value of the project achieves significant level (P &

26、lt; 0.05), which means</p><p>　　The paper uses SPSS11.0 to make t inspection on 27 questions, which finds that CR values of all projects achieve significant level (p<0.05）, and CR values of two measuremen

27、t items are less than 3.5 and can be deleted. </p><p>　　(2) Factor analysis </p><p>　　The research uses principal component analysis and maximum variance orthogonal rotation method of factor ana

28、lysis to establish factor analysis model, for achieving the objective of reducing dimensions. </p><p>　　The factors with eigenvalue greater than 1 are selected, and the other variables are not used. SPSS11.0

29、 is applied to make factor analysis on 27 questions of 485 effective questionnaires. The statistics indicate that KMO value is 0.657, and the concomitant probability of Bartlett spherical inspection is 0.000, which is le

30、ss than the significant level. So the research data is applicable for factor analysis. </p><p>　　The achieved data receives maximum variance orthogonal rotation, which can get 8 factors (as shown in Table 1)

31、, and the accumulated explained variance reaches 78.24%. The measurements items corresponding to factor 1 include buying books in bookstores, liking the writer to publish new books and hoping to get the guidance of exper

32、ts, network bookstores can’t replace actual bookstores, liking to display the books. The measurement items reflect the motivation of reader buying books, so the first fac</p><p>　　Reliability means the consi

33、stency or stability of measurement result. When internal consistency coefficient Cronbachpsα>0.70, it is high reliability. When it is between 0.35 and 0.70, it is appropriate. When it is less than 0.35, it is low reli

34、ability. </p><p>　　The results of the last two columns in Table 1 indicate that the reliability of each scale is greater than 0.8 except for Cronbachpsα, which indicates that the scale to be measured has god

35、 internal consistency. </p><p>　　From the above analysis, we can finally get the reader consumption motivation model of compound private bookstores, as shown in Figure 2. </p><p>　　Figure 2 Read

36、er consumption requirement motivation </p><p>　　Establishing Four Dimensions of Supply——Based on Researches of Motivation </p><p>　　Establishment of four dimensions </p><p>　　Supply

37、 has close relationship with demand. The objective of the supplier (bookstore operators) providing products and service is to meet the requirements of consumer to earn the profit. From the summary on the measurement item

38、s of the above eight requirement motivations, we can get the conclusion that in order to meet the requirements of consumer, compound private bookstores should put emphasis on mastering four dimensions, width and depth of

39、 books, service quality, creation difference and reade</p><p>　　Figure 3 Four-dimension features of supply and relationship of eight requirement motivations </p><p>　　Measurement criteria of fou

40、r dimensions and field investigation results </p><p>　　In order to know the concrete actions of the private bookstores, we firstly set specific measurement criteria for four dimensions, and select 32 compoun

41、d private bookstores in Shanghai for field exploration. </p><p>　　(1)Width and depth of books——highlighting the brand and cultivation, selecting books as foothold and holding on to core value </p><

42、;p>　　In order to effectively measure the width and depth from the perspective of readers, we set the question in the questionnaire if there is the experience that you go to many bookstores and can’t buy the expected b

43、ook. </p><p>　　The statistical results of the investigation analysis indicate that 21% of the subject selects the option of frequency, 21% of the subject selects the option of sometimes, and 28% of the subje

44、ct selects the option of occasion, and 10% of the subject selects the option of basically no. </p><p>　　(2) Service quality ——enhancing consumption pleasure of reader and making comprehensive convenience ser

45、vice 　　The investigation indicates that more than half of the bookstore salesman can rapidly tell the consumer if the bookstore has the book and the specific location of the book. But most bookstores don’t provide the n

46、otice of stock out and purchase for the readers. </p><p>　　(3) Innovative difference——excavating creative products and services and forming distinctive individual style and feature </p><p>　　The

47、 results of investigating the relevant cultural products and services of 32 bookstores indicate that the products and services provided by the bookstores focus on stationeries, drinks, small works of art and postcards. I

48、n addition, there are only few bookstores providing featured products and services such as flowers and plants, books rent and lecture salon. We can see that the innovation and differentiation of compound private bookstor

49、es is not optimistic. </p><p>　　(4) Reader experience——building comfortable and relaxed reading consumption environment </p><p>　　The investigation indicates that except for the conclusion that

50、interpersonal experience factor reader experience is not ideal, the reader has better experience for the other three aspects including self-enjoy, physical and psychological health and cultural atmosphere have good exper

51、ience. And the investigation results indicate that there are about 30% of bookstores providing free Wi-Fi for the reader. </p><p>　　Summary and Development Suggestions </p><p>　　Existing problem

52、s </p><p>　　We find from the research that the existing compound private bookstores have the following problems. (1) The width and depth of books need to be excavated. (2) Professional services are deficient

53、. (3) Reader experience needs to be enhanced. (4) Homogenization is becoming serious. (5) Intrinsic value is deficient, and the books have the tendency of existing in name only. </p><p>　　Suggestions </p&

54、gt;<p>　　(1) Profession firstly, and comprehensiveness secondly </p><p>　　The bookstore firstly establishes their own core advantages to excavate the professional depth of varieties of books and impro

55、ve the expertise of books. After meeting professional requirements, the bookstore with certain scale may consider expanding the width of the books to meet the requirements of different consumption groups. The bookstores

56、need to take the following measures to realize professional development. (1) Increasing the investment in selecting books, and establishing high-standard </p><p>　　The bookstores should consider from the per

57、spective of the consumer, meet the requirements of the readers, provide the services for the reader, and enhance the pleasure of reader consumption to improve the consumption of books. </p><p>　　The specific

58、 measures are as follows. (1) Giving professional training to the shopping assistant to make them become professional purchase guidance for the readers. (2) Providing the services including number query, out-of-stock reg

59、istration and arrival notice. </p><p>　　(3) Focusing on overall harmony of the bookstore </p><p>　　The bookstore is a three-dimensional space. The readers in the bookstore achieve all-dimensiona

60、lly three-dimensional feeling. The relevant cultural products, atmosphere, decoration and environment must be in harmony with the books, which not only can make readers comfortable, but also can increase the desire of th

61、e readers buying books. </p><p>　　The specific measures are as follows. (1) Eliminating the relevant products and services which are not in harmony with the books such as vegetables, fruits and handy. (2) In

62、dependent reading space and reader communication space are complemented harmoniously. </p><p>　　(4) Establishing multi-direction links </p><p>　　As the public place, the bookstore can become a g

63、ood communication space. And the bookstore can make use of the characteristic to establish multi-direction communication links to increase the emotion of the readers for the bookstore. </p><p>　　On one hand,

64、 the communication between readers should be enhanced. The specific measures include: (1) Holding lectures and reader communication meeting regularly according to the features of the bookstore, for helping the readers fi

65、nd like-minded friends and build interpersonal connections. (2) Setting reader communication area in the bookstore for readers exploring problems. </p><p>　　On the other hand, the connection between the book

66、store and the readers should be enhanced. And the specific measures are as follows. (1) Closing the distance between the bookstore and the readers by forum and e-mail, and meeting the requirements of the readers. (2) Usi

67、ng more publicity to seek emotional resonance and creating the concept of spiritual culture place to cultivate the habit of consumption. </p><p>　　References </p><p>　　[1] Zhu Xiaohui, Lu Taihon

68、g, Empirical study on Chinese luxury consumption motivation based on self-deconstruction [J], The Annual Meeting and Fourth Proceedings of the National Member of Congress of China Marketing Association in 2006, 2006. <

69、;/p><p>　　[2] Zhu Xiaohui, Empirical study on Chinese luxury consumption motivation [J], Business Economics and Administration, 2006, 177 (7): 42 - 48 </p><p>　　[3] Zhao Yuan, Operating status and

70、break-out path of actual bookstores----exploration on transformation and upgrading road of traditional cultural industry under the impact of new cultural forms [J], Modern Marketing, 2012（6）. </p><p>　　[4] Z