The Dilemma of Brick-and-Mortar Bookstores: An Exploration of Trends, Consumer Motives and Perceptions, and Possible Paths to Sustainability

Document Type


Publication Date



This study explores how digitalization has impacted brick-and-mortar bookstores as well as book consumers’ motives and perceptions in China. Digitalization such as the development of Internet-accessible literature has brought profound changes to the production and consumption of printed materials. Digitalization is also threatening brick-and-mortar bookstores’ position in the business value chain. Many physical bookstores have subsequently closed down and those remaining must seek ways to compete with e-books in the technology-enabled marketplace. Primary data were collected through an online survey. Quantitative research, including descriptive and inferential data analyses based on the survey data, was conducted to assess the respondents’ reading patterns and their perceptions about physical bookstores’ role in creating values for book consumers. The findings indicate that physical bookstores could continue to create values and remain to be a viable business. However, their sustainability requires transformation, adaptation, and innovation. Suggestions are provided for further research.

Publication Title

Review of Integrative Business and Economics Research

First Page Number


Last Page Number


This document is currently not available here.