Research On The Influence Of Consumer Motivations On The Willingness To Consume In Multifunctional Bookstores

In recent years,due to the rapid development of e-commerce and logistics services,rising operating costs,and the change in people’s reading preference,the market share of traditional physical bookstores in China has been shrinking for consecutive years.Although the rise of multifunctional bookstores,i.e.bookstores with a cafeteria,mini restaurant,etc.all in one,makes up for the lack of profits in book sales to some extent,the highly homogeneous“bookstore+”mode fails to fully meet consumer’s expectations,which,in the long run,is likely to cause another round of decline.This study focuses on consumer motivation,perceived value,consumer satisfaction and the willingness to consume,aiming to enrich empirical research in relevant fields,better understand the external motivations multifunctional bookstores offer to consumers,and provide reference for the transformation and development of traditional physical bookstores in China.The research methods include literature research,questionnaire survey and statistical analysis: first,reviewing previous theoretical monographs,journals,academic papers and other materials related to physical bookstores,consumer motivation,perceived value,consumer satisfaction and the willingness to consume,in order to summarize the existing research results and deficiencies;second,developing research questionnaire based on user’s biography and literature review,and distributing questionnaire through both online and offline channels to collect first-hand data for empirical research;third,using SPSS23.0 to test the reliability and validity and do correlation analysis,regression analysis and mediating effect analysis,in order to verify the research model and hypotheses,finally,drawing conclusions and putting forward suggestions for the development of multifunctional bookstores in China.The research results are as follows: In terms of consumer motivation,the benefits,reputation and functions of multifunctional bookstores have a significant positive impact on practical value;the benefits,reputation and experience of multifunctional bookstores have a significant positive impact on hedonic value and the willingness to consume;the benefits and experience of multifunctional bookstores have a significant positive impact on consumer satisfaction.In terms of perceived value,both practical and hedonic value have a significant positive impact on consumer satisfaction and the willingness to consume.In terms of consumer satisfaction,it has a significant positive impact on the willingness to consume.In terms of mediating effect,perceived value plays a mediating role in the impact of consumer motivations on the willingness to consume;consumer satisfaction plays a mediating role in the impact of the experience of multifunctional bookstores on the willingness to consume;perceived value and consumer satisfaction together play a chain mediating role in the impact of consumer motivations on the willingness to consume.In terms of controlled variables,gender has a significant negative impact on consumer satisfaction and the willingness to consume,and the influence from female is greater than that from male;education background has a significant positive impact on hedonic value;product price has a significant positive impact on perceived value and the willingness to consume;product quality has a significant positive impact on perceived value,consumer satisfaction and the willingness to consume;service quality has a significant positive impact on hedonic value,consumer satisfaction and the willingness to consume.