온라인 서점과 오프라인 서점에 대한 출판경영자의 거래만족도 연구

Abstract

The current study examined the book publishers' cognition on the satisfaction of the deal with on-line and off-line bookstores. Through this study we wanted to think about the objective evaluation on the on-line and off-line bookstores and the improvement of the deals. Also, we examined the controversy on the fixed price book sales system and executed exploratory study on the desirable way to quit the dispute on the system. Results of in-depth interview with the book publishers showed that satisfaction on the deal with on-line bookstores is higher than other dealings such as off-line bookstores, wholesalers. However deals of 20 publishers areas follows: Off-line bookstore(67.78%), wholesaler(21.73%), other distributors(6.38%), on-line bookstores (3.44%), and exclusive sales agency(0.68%) arte in sequence of portion. It means that we cannot say the publishers can deal with online bookstores solely according to the higher satisfaction on the deal with online bookstores. Second, the main reasons on the satisfaction were that online bookstores have no limit on the display and search as well as time to sell. Even though the sales increasement is larger than before, net profit was decreased owing to the enormous discount rate. It could excel the rise of book price. Therefore big discount rate of book price would not the real profit to the book readers. Third, some publishers thought that the decreased number of off-line bookstores was caused by the discount system of the on-line bookstores. Other publishers thought that reduction of off-line bookstores are inevitable owing to the rapid development of internet and new technology. Limitations and suggestions for future study were discussed thereafter.