In recent times there has been a proliferation of online bookstores, especially in emerging market economies. The purpose of this study was to explore the evaluation of online bookstore attributes among young consumers in Vietnam. A paper-based survey was employed to obtain data from consumers up to the age of 24 who had recently purchased books online. The empirical results revealed the following six key attributes of online bookstores: website design, order fulfillment, communication, merchandise, security and privacy, and promotion. The findings also demonstrate that consumers hold unfavorable evaluation with respect to website communication and website security and privacy. These findings have important implications for publishers and retailers who aim to increase their online sales.

中文翻译：

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评估网上书店的属性：来自越南年轻消费者的实证证据

最近，在线书店激增，尤其是在新兴市场经济体。本研究的目的是探讨越南年轻消费者对在线书店属性的评价。一项基于纸张的调查被用来获取最近在线购买书籍的 24 岁以下消费者的数据。实证结果揭示了在线书店的以下六个关键属性：网站设计、订单履行、沟通、商品、安全和隐私以及促销。调查结果还表明，消费者对网站通信、网站安全和隐私等方面的评价不高。这些发现对旨在增加在线销售额的出版商和零售商具有重要意义。