Factors Affecting the Success of Online Bookstore Business in Thailand

This quantitative and qualitative research with mixed methods was aimed at investigating the relationships and factors that affect the success of online bookstore business. The authors used a questionnaire with the sample consisting of 220 online bookstore business executives, including an interview with 7 online bookstore business executives. The hypotheses were tested by statistics, i.e. mean, standard deviation, and linear regression equation. The results showed that online bookstore business executives managed the factors of success as a whole at the high level (4.01). The management of marketing factors had a relationship with the success of online bookstores at the high level (0.75) while the management of searching, price, learning, brand, customer, and collaboration factors had a relationship with the success of online bookstores at the low level. In addition, the results also found that the management of searching, learning, marketing, and customer factors affected the success of online bookstores significantly at 0.05.