The coronavirus disease 2019 (COVID-19) pandemic will have a large impact on the publishing industry. This research aims to investigate the influences of the COVID-19 pandemic situation, utilitarian and hedonic motivations on consumer intention to buy books online. It conceptualizes the effects of the COVID-19 pandemic as situational influences, which involve the closure of physical bookstores, health risks associated with visiting such stores, online shopping trend and additional marketing efforts from online bookstores during the pandemic. Data were collected from 275 Vietnamese consumers using an online survey. Multivariate data analysis reveals that the COVID-19 pandemic situation has a positive and significant impact on consumer intention toward online book shopping. Furthermore, while utilitarian motivation exerts a strong effect on consumer intention to purchase books online, the relationship between hedonic motivation and online purchase intention is positive but insignificant. These findings would assist key stakeholders such as publishers and online bookstores to improve the quality of their websites as well as develop their marketing campaigns.

中文翻译：

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越南在线图书购物：COVID-19 大流行情况的影响

2019 年冠状病毒病 (COVID-19) 大流行将对出版业产生重大影响。本研究旨在调查 COVID-19 大流行情况、功利主义和享乐动机对消费者在线购买书籍的意愿的影响。它将 COVID-19 大流行的影响概念化为情境影响，其中涉及实体书店的关闭、与访问此类商店相关的健康风险、在线购物趋势以及大流行期间在线书店的额外营销努力。数据是通过在线调查从 275 名越南消费者那里收集的。多变量数据分析表明，COVID-19 大流行情况对消费者的在线图书购物意愿产生了积极而显着的影响。此外，功利动机对消费者网络购书意愿有显着影响，享乐动机与网络购买意愿呈正相关，但不显着。这些发现将有助于出版商和在线书店等主要利益相关者提高网站质量并开展营销活动。