出版社：International Association for Computer Information Systems
摘要：This paper is a part of an ongoing research effort to investigate the current issues and development of online college textbook market, as the Internet has provided more options for college students across the nation in terms of buying and selling their textbooks in recent years. The primary data for this study are collected through a comprehensive website evaluation and testing, and a questionnaire survey from a selected campuses. The objectives of this research are: (1) to investigate the marketing strategy of current online college textbook business in terms of: price, leadtime, availability, and the likes; (2) to identify major issues and challenges for online college textbook websites in promoting online textbook sales; and (3) to examine college students’ preference in their textbook buying decision regarding online textbook sale options.
