Acceptance of information terminals in stationary bookstores

The book retail industry is changing. With the rise of the internet and e-books, the stationary book trade is confronted with a precarious situation, which results in numerous business closures and insolvencies year after year. The big retailers Thalia, Mayersche, Hugendubel and Co. have now started to reduce the number of their branches after years of expansion policy. The remaining businesses are evolving more and more from bookstores to media houses, which increasingly offer DVDs, toys and other non-book items. Among other things, this is intended to counter the competition from online retailers such as Amazon, where you can buy almost "everything".

One aspect of the redesign of the bookstores are the information terminals, which are intended to offer customers more interactivity. They offer the customer reading samples, further product information or information about the exact location of a product within the branch and are often linked to the retailer's website. Multi-channel marketing is the name of the concept with which retailers want to reach and serve “hybrid customers” on all levels or “channels”. The electronics giant MediaSaturn has been successfully using the terminals from the Göttingen company xplace, which has had great international success in this area and also supplies Thalia, for years. This book by Alexander Mostafa examines how consumers in the book trade react to the information terminals at the point of sale (POS). Do the devices actually help to attract more book buyers to the shop “around the corner” or are the investments simply in vain?

In the Bonn Thalia branch (Metropol), a "flagship store" of the bookstore chain Thalia, a customer survey was carried out and then empirically examined with SPSS with regard to the acceptance of the terminals. The work gives an overview of the situation in the book trade industry, provides insights into the motives of consumers to purchase the respective product in stationary trade or on the Internet and also gives an outlook on possible further developments in the book shops, with a special focus on interactive elements such as the POS -terminals.

Details

• Title: Acceptance of information terminals in stationary bookstores
• Subtitles: using Thalia
as an example
• Author: Alexander Mostafa
• Edition: 1st edition
• Reviewer: Prof. Dr. Waldemar Toporowski
• University: Georg-August University of Göttingen
• Editing: Karolin Timmermann
• Published: 1st edition 19.12.2020
• Subject: Economics
• Product Type: Book (Hardcover)
• Product type: diploma thesis
• Language: German
• Binding: Softcover (paperback)
• Dimensions: 21.0 x 14.8 cm (DIN A5)
• Scope: 155 pages
• Condition: New (shrink-wrapped in foil)
• Keywords: book trade, book trade industry, book trade branches, book trade chain, book store, flagship store, Hugendubel, hybrid customer, info terminals, interactive sales promotion, kiosk terminal, customer survey, Mayersche, MediaSaturn, media company, multi-channel marketing, point of sale , POS terminals, SPSS, stationary bookstores, Thalia, Thalia Bonn, xplace

Author

The author Alexander Mostafa, born in Berlin in 1979, studied business administration at the TU-Bergakademie Freiberg and the Georg-August-Universität Göttingen. During his studies, he worked at xplace, the international technology leader in the field of interactive customer information systems, and founded his first company in 2008 while he was still studying. Today he is the owner and managing director of several companies.

Table of Contents

Table of contents
List of abbreviations
List of figures
List of tables

1 Introduction

2 The stationary book trade in transition
21 The challenge of the internet and digitization
2.2 The shop of a bookstore
2.3 The hybrid customer
2.4 The multinational -Channel Marketing

3 Info-terminals in stationary bookstores
3.1 Definition and classification of kiosk terminals
3.2 Current market situation
3.3 Expectations of info-terminals from the point of view of retailers
3.4 Das Entertainment book terminal

4 Acceptance of information terminals in stationary bookstores
4.1 Definition of the concept of acceptance
4.2 Studies from other sectors
4.3 Acceptance behavior of hybrid customers

5 Empirical investigation of the acceptance of the entertainment book terminal using Thalia as an example
5.1 Operationalization process
5.1.1 Questions and hypotheses
5.1.2 Variable definition
5.1.3 Questionnaire design , content and structure
5.1.4 Target group and sample determination
5.2 Data collection
5.3 Data analysis
5.3.1 Result analysis with SPSS
5.3.1.1 Method description
5.3.1.2 Evaluation of the questionnaire
5.3.1.3 Verification of the hypotheses
5.3.2 Conclusion of the result analysis

6 Summary and Outlook

attachment

Bibliography

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